Branding Kuching City as health tourism destination

This paper provides an overview of health tourism industry in Malaysia and explores the potential and opportunity for branding Kuching City as a health tourism destination. It discusses the New Economic Model (NEM) as a way to unleash the country's growth potential in the industry. This paper also presents problems affecting the tourism industry and the prospects for health tourism as the drive toward multiplying economic base for Tourism sectors. Finally, the paper highlights strategies and recommendations for the growth of health tourism and the branding of Kuching City as health tourism destination.