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Dato' Amirrudin Abu


DATO' AMIRRUDIN ABU, a graduate of University of Malaya with a Bachelor Degree of Science in Ecology (Hons) joined Tourism Malaysia, previously known as the Tourist Development Corporation Malaysia (TDC), in 1980.


During his tenure at Tourism Malaysia, he served in various capacities and areas including research, promotions, administration, international marketing, MICE and industry development – all of which contributed towards his solid foundation and intimate knowledge of local and international tourism.


He successfully completed three overseas assignments, first as Overseas Director of the Singapore office overseeing promotional activities, then at the Tourism Malaysia Office in Los Angeles, and finally at Tourism Malaysia Sydney, where he took on the role of Director and led promotional efforts around Australia and New Zealand.


During his term at Tourism Malaysia, he led many overseas missions and represented both Tourism Malaysia and the Ministry of Tourism at various seminars and conventions.


In 1990, he was seconded to the Ministry of Culture, Arts and Tourism to offer his expertise in running the Visit Malaysia Year campaign.


With almost 30 years of tourism-related experience behind him, Amirrudin has been duly recognized for his outstanding service and commitment to the industry. He was conferred the award of Kesatria Mangku Negara (KMN) by His Majesty, the King of Malaysia in 2005. It is a highly-decorated award given to selected individuals for their contributions to the state and country.


Amirrudin's experience has stood him in good stead and made him the perfect candidate for Deputy Director General (Planning) of Tourism Malaysia, a position he was appointed to in 2008.


His vast experience in international promotions was instrumental in his promotion to Deputy Director General (Marketing) that same year. It was a position in which he spearheaded Tourism Malaysia's strategic marketing and promotional efforts worldwide.


He has also served as the Acting Director General for Tourism Malaysia from 10th October 2008 until 28th July 2009, managing the ten divisions under Tourism Malaysia and overseeing its marketing and planning functions. At the same time he took over the chairmanship of Tourism Malaysia subsidiary, Pempena Sdn Bhd and instrumental in restructuring debts and liabilities of the ailing company turning it into a stable company again.


His last position held before retirement was as Deputy Director General (Marketing)for Tourism Malaysia, managing the six divisions and overseeing its marketing functions.


Dato' Amirrudin has received various awards that include Award for Loyal Service Year 2000 (for his service term of 20 years), Award for Outstanding Service for Year 2003, Bintang KESATRIA MANGKU NEGARA (K.M.N) during the Anniversary of the Yang Dipertuan Agong XII, Award for Special Administration Year 2005, Award for Outstanding Service Year 2007 and Darjah Sultan Ahmad Shah (DSAP) in conjunction with the 78th Birthday of His Royal Highness the Sultan of Pahang which carries the title "Dato' "


He has attended various research, management and marketing training and a certified trainer with Malaysia Human Resource Agency and is certified as a professional speaker with American Society of International Speakers.


He has been acknowledged as a proficient speaker and presenter in management and marketing representing Tourism Malaysia at various forums and international engagements and is currently pursuing a MSc degree part time.