"Whether it's variety, timely shipment and availability of the latest and most fashionable goods, or whether it's enhancing retail services, we must examine how shopping in Malaysia can be made distinct from shopping elsewhere," he said at the soft launch of The Malaysia Savings Sales held in The Gardens, MidValley, Kuala Lumpur recently.

Also present were Tourism Minister Datuk Seri Azalina Othman Said, Ministry of Tourism's secretary-general Datuk Ong Hong Peng, Tourism Malaysia acting director-general Amiruddin Abu and Shopping Malaysia Secretariat general manager Tony Mariadas.

Najib pledged that the government will, through the Ministry of Tourism, work with vendors and other parties to formulate a plan to enhance and subsequently further promote the shopping-in-Malaysia experience worldwide.

Shopping is the second major revenue-generating activity in the country's tourism industry after accommodation, contributing 26.6% or RM12.2 billion(S$0.92 billion) of the overall tourist expenditure breakdown in year 2007.

Together with the excellent effort from the entire tourism industry, said Najib, Malaysia's reputation was upheld as a high value destination that provided quality products at realistic prices.

He called on industry players to intensity efforts to position Malaysia as a holiday destination that would appeal to all segments of tourists.

"Campaigns and promotions cannot be static. We must find new and innovative ways, perhaps even unconventional ways, to make Malaysia stand out as the destination of choice," he added.

On the Malaysia Savings Sales, Najib, who is also the Finance Minister, believed the campaign was held at an opportune time.

"This, I believe, is to underscore the importance of getting value for money, especially in the current uncertain global economic climate.

"And the message from the rebranding is quite clear: Malaysia is where you'll find the best-value-for-money shopping," he said.

Previously known as Malaysia Year-End Sales or M-YES, the Malaysia Savings Sale is positioned as a sale campaign where one can plan on savings and enjoy shopping at the same time.

The nationwide sale will be from Nov 29, 2008 to Jan 4, 2009 and will feature not only attractive discounts and promotions but also fun activities and contests.