Tourism and Culture Minister Datuk Seri Mohamed Nazri Abdul Aziz tonight called on Malaysians to play their role in making Visit Malaysia Year (VMY) 2014 a success.

He said Malaysia targeted to receive some 28 million foreign tourist arrivals next year, an addition of three million, as compared to last year.

Under the Malaysia Tourism Transformation Plan (MTTP), he said the country targeted to attract 36 million tourist arrivals and RM168 billion in receipts by 2020.

"Every Malaysian from the very first point of contact, such as immigration and customs officers, taxi drivers, front office staff, businesses, tour operators and the rakyat should double their efforts to ensure the delivery of service is of the highest standard at all times," he said in his welcoming speech at the launch of Citrawarna 1Malaysia 2013 in Dataran Merdeka here.

The Yang di-Pertuan Agong Tuanku Abdul Halim Mu'adzam Shah launched the event.

Also present was Raja Permaisuri Agong Tuanku Hajah Haminah.

Mohamed Nazri said Malaysia's tourism industry had become one of the largest contributors to its economy sector, placing the country as a premier destination for holidays and travel incentives, alike.

He said Malaysia was blessed with a multiracial community, mouth-watering food, beautiful scenic locations and modern cities.

"Our country has played host to a variety of international events of global standing over the years, spanning across sports, culture and arts, and lifestyle in general," he said.

He also welcomed the MegaFam participants from 23 countries, including Brunei, Cambodia, Singapore, New Zealand, France and Canada, and hoped that they would enjoy the event and share it with their readers and viewers.

Citrawarna 1Malaysia or Colours of 1Malaysia, themed `Visit Malaysia Year 2014-Celebrating 1Malaysia Truly Asia', is a signature event and among the most outstanding events organised by the tourism and culture ministry since 1999.