Draft National Tourism Policy 2022 12 th

15.7. 
Product Development and Marketing to be based on data and insights
The Ministry of Tourism will pay greater emphasis to the effective transformation of 
research and consumer trends and insights gathered into profitable innovations and 
actionable, sustainable marketing and product development strategies that will 
enable the destination to increase market share and achieve a competitive 
advantage. Marketing and product development teams will be challenged to 
formulate proactive strategies grounded in meaningful data.
15.8. 
Collaboration and Benchmarking Best Practices 
The Ministry will clearly spell out research priorities for tourism sector. Apart from 
its own research, the Ministry will also utilize the datasets of regional and 
international agencies such as the UNWTO, the World Travel and Tourism Council 

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(WTTC), the World Economic Forum (WEF), the European Union (EU) amongst 
others, to develop a comprehensive collection of market intelligence that will form 
the basis of strategic decision-making for the industry. 
15.9. 
One Stop Shop for Research for Product Development and Marketing
The role of the Ministry of Tourism's research programme is to ensure that the 
industry is supported by a high-quality body of statistics and research. The Ministry 
will therefore be benchmarking best practices for research and development from 
tourism destinations around the globe. A “one-stop shop” for research and 
development will be set up within the structure of the Ministry of Tourism that will 
service both the Product Development and the Marketing.
15.10. Collaborating with the Universities 
The Ministry of Tourism will collaborate with Ministry of Higher Education, 
Universities and other tertiary institutions in public and private sector to develop 
wider tourism research and development environment in the country towards high-
level, strategic and long-term thought to the tourism industry. The University and 
other tertiary institutions will also contribute to the next generation of the industry, 
by equipping graduates with the skills and knowledge required to lead the tourism 
sector into the future.