Malaysia tourism exceeded expectations in 2013 with tourism revenue of RM65.44 billion, exceeding the target of RM65 billion. Foreign currency earnings also grew 8.1% from RM60.56 billion in 2012, an increase of RM4.89 billion. In terms of tourist arrivals, tourist arrivals increased by 2.7% to 25.7 million compared to 25.0 million in 2012 (Government of Malaysia, 2014). Meanwhile, Malaysia expects to earn RM168 billion from 36 million tourists arriving by 2020 under the Malaysia Tourism Transformation Plan (MTTP). Although the factor driving the success of Malaysian tourism is tourism planning and tourism development provisions and the government plays a very important role for the tourism sector, it is evident that the government is trying to implement the tourism policies and strategies as well as providing various campaigns and programs in order to achieve tourism objectives. Tourism Malaysia is ramping up its promotional efforts for Visit Malaysia Year, perhaps leading to an optimistic expectation for the country. The first Malaysia Visit Year was organized in 1990, followed by 1994 and the third in 2007, which helped promote Malaysia in the domestic and foreign markets, as well as revive the country's tourism industry. Now, Visit Malaysia Year 2004 is the fourth edition with the theme "celebrating 1Malaysia Truly Asia" with over 200 exciting events and festivals all lined up to welcome the world to what will be the nation's biggest and grandest tourism celebration ever. Furthermore, this promotional campaign is preparing the country to change its attitude to become a tourist-friendly country. The campaign process pushes the entire sector and the country to increase value added... half of the paper... 2 billion, representing 16.1% of total GDP, in terms of employment, with 1,857,500 jobs employment for employees in 2013, representing 14.1% of the total workforce and has also become a key pillar for the country's aspiration to become a high-income nation by 2020. Therefore, the tourism industry serves as a catalyst to stimulate the productivity of businesses, both urban and rural. areas and creates new job opportunities that increase the well-being of the country. Furthermore, tourism growth will be well supported by the Malaysian government, which has understood the importance of tourism to the entire economic sector. The government stated that the aim of the current tourism sector performance is to attract 36 million tourists per year by 2020, and that the performance and development potential of the tourism industry in Malaysia is on track to achieve this ambitious goal..