Together with the State Tourism Board and the Malaysia Inbound Chinese Association (MICA), Tourism Malaysia is ramping up strategies to capture the burgeoning Chinese travel market.
Tourism Malaysia conducted the second session of its Tourism Malaysia Sales Mission Series from September 1st to 5th, traveling to vibrant cities like Hangzhou, Taiyuan, and Xi’an to bolster travel and business ties between the countries.
The mission was led by Chua Choon Hwa, deputy secretary-general of tourism from MOTAC. This strategic effort builds on the momentum created during ITB China 2025 and the agency’s successful initial sales mission to China earlier in March.
The mission aims to fortify bilateral tourism cooperation, highlight Malaysia’s varied travel offerings, and unveil new business opportunities, reinforcing its appeal to Chinese travelers.
More than a holiday destination
Tourism Malaysia and MICA are presenting Malaysia as more than just a vacation spot.
The roadshow emphasized the nation’s rich cultural heritage, excellent education options, agro-tourism, healthcare achievements, and investment avenues. This approach guarantees that Chinese tourists engage with unique, memorable experiences that cater to their preferences.
The initiative also highlighted Malaysia’s My Second Home (MM2H) program, indicating the country’s commitment to welcoming long-term residents seeking quality life, cultural experiences, and sustainable living.
A timely initiative
This initiative comes at a time of significant growth for Malaysian tourism. By June 2025, the country welcomed 2.17 million Chinese arrivals, marking a 35.6% increase from the corresponding time in 2024. This surge reflects Malaysia’s rising popularity, aided by a mutual visa exemption between the two nations.
Earlier this year, Tourism Malaysia has bolstered collaborations with Chinese travel agencies and airlines to enhance access and simplify travel. Presently, there are 599 weekly flights offering 119,846 seats between China and Malaysia, facilitated by key airline partners such as AirAsia, Malaysia Airlines, Batik Air, China Southern Airlines, and China Eastern Airlines.
With the approach of Visit Malaysia Year 2026 (VM2026), Tourism Malaysia is intensifying its efforts to position the country as a premier destination for Chinese tourists. By merging cultural authenticity with modern infrastructure and exceptional hospitality, Malaysia is prepared to attract millions of visitors in search of meaningful travel experiences.
