Although over half of the total international tourist arrivals in Malaysia are from Singapore, only 1.3% fly into Penang (arrivals by land are not included in the figures). A considerably larger proportions of visitors from Indonesia (14%) and Japan (12.3%) end up in Penang, possible thanks to the availability of educational institutions (Indonesians) and the presence of Japanese manufacturing plants. The state government stresses its cultural and ethnic diversity reflected in the language, costume, custom and cuisine and its historic links with the neighbouring countries such as Singapore and Indonesia. The listing of Penang by UNESCO as a World Heritage Site has become a major tourist feature as do its natural scenic beauty and popular beaches which, however, suffer from environmental degradation. The Penang Investment Tourism Office was established in 2010 to consolidate the shift from promoting Penang as a sun, sea and sand destination to higher value-added segments, such as leisure tourism, medical tourism, education tourism and heritage tourism.