||Universiti Utara Malaysia, Kedah, Malaysia.
||Sustainable destination branding and marketing: strategies for tourism development
||CABI Publishing, 2020
||Centre for Agriculture and Biosciences International
This chapter aims to document the issues and challenges facing Malaysia in promoting itself as a top international tourism destination. It begins with a review of the literature on 'what should be' and continues with presenting the issues and challenges of destination marketing in the context of Malaysia. Recommended strategies that Malaysia could embark on are presented.