Rather, it is the significant budget cuts the tourism and culture ministry experienced that is hampering efforts to fully market Malaysia as a top tourist destination, said minister Nazri Aziz.

“These cuts are our problem. To market our brand, we have to continuously advertise.

“Since 1997, the government has allocated RM300 million annually for advertising purposes, but this year they cut over RM130 million of this budget.

“So what can I do? I have to cancel a lot of roadshows, promotions and perhaps close down some of our offices overseas as we can’t afford them any more.”

To stress the importance of advertising, Nazri cited campaigns run by major brands such as McDonald’s and Coca-Cola during the recently concluded Euro football championships.

He said that these strong brands realised that they still needed to advertise in order to maintain their position in the market.

“If you are not seen for even one or two months, others will enter the league and take your place.

“In this industry, we are facing competition from our neighbouring countries, and we may lose because of this awareness level.

“That, coupled with the threats posed by IS, will make it harder for us.”