Malaysia Launches First Consumer Event in China: A Push for Tourism

Tourism Malaysia hosted its first-ever consumer event in China since the pandemic from 7th to 9th March.

The event at TeeMall in Guangzhou represented the formal introduction of the Visit Malaysia 2026 (VM2026) promotional campaign aimed at the Chinese market.

Initiated by the Ministry of Tourism, Arts, and Culture, this campaign aspires to attract seven million Chinese visitors to Malaysia by 2026, recognizing China as a vital market for tourism growth.

A Potentially Successful Collaboration

The event was launched on 7th March by Samuel Lee, the Deputy Director-General of Tourism Malaysia, alongside Suraya Ahmad Pauzi, the Malaysian Consul-General in Guangzhou, and Angie Ng, President of the Malaysia Inbound Chinese Association (MICA).

The objectives of this promotional event were to maintain momentum leading to VM2026, present Malaysia as a top, safe, and appealing travel destination for Chinese tourists, and strengthen relationships with industry stakeholders in Guangzhou and beyond.

In 2022, Malaysia welcomed 3,725,894 visitors from China, a significant increase of 130.9 percent compared to the previous year. The extension of visa-free access for Chinese nationals until December 2026, along with enhanced flight connectivity of 515 weekly flights, is expected to further stimulate growth and enhance cultural ties.