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Together with the State Tourism Board and the Malaysia Inbound Chinese Association (MICA), Tourism Malaysia continues to boost its efforts to capture the growing China travel market.
The Malaysian tourism agency held the second run of its Tourism Malaysia Sales Mission Series from 1st to 5th September, taking the roadshow through the vibrant cities of Hangzhou, Taiyuan, and Xi’an to strengthen travel and business linkages between both nations.
The mission was led by Chua Choon Hwa, deputy secretary-general of tourism of Malaysia’s Ministry of Tourism, Arts, and Culture (MOTAC).
This strategic initiative built on the momentum from ITB China 2025 and Tourism Malaysia’s successful first sales mission to China back in March.
As such, the second mission was designed to strengthen bilateral tourism cooperation, showcase Malaysia’s diverse travel experiences, and unlock new business opportunities to reaffirmMalaysia’s appeal as a premier destination for Chinese travellers.
More than a holiday destination
Through the mission, Tourism Malaysia and MICA positioned Malaysia as more than just a holiday spot.
The roadshow cast the focus on the country’s rich cultural heritage, world-class education, agro-tourism, healthcare excellence, and investment opportunities.
These diverse offerings ensure that Chinese travellers discover unique, memorable, and lifestyle-oriented experiences tailored to their preferences.
Emphasis was also placed on the Malaysia My Second Home (MM2H) programme which underscored Malaysia’s readiness to welcome long-term visitors who seek quality of life, cultural immersion, and sustainable living.
A timely initiative
This push comes at a time of strong growth for Malaysian tourism.
As of June 2025, Malaysia welcomed 2.17 million Chinese arrivals, a 35.6 percent increase compared to the same period in 2024.
The surge reflects Malaysia’s growing popularity, further boosted by the mutual visa exemption agreement between both countries.
Earlier this year, Tourism Malaysia’s offices in Beijing and Shanghai have stepped up collaborations with Chinese travel agencies and airlines to expand accessibility and ease of travel.
Currently, there are 599 weekly flights providing 119,846 seats between China and Malaysia, supported by key airline partners including AirAsia, Malaysia Airlines, Batik Air, China Southern Airlines, China Eastern Airlines, and other leading carriers.
As Visit Malaysia Year 2026 (VM2026) approaches, Tourism Malaysia is intensifying its efforts to position the country as a top-of-mind destination for Chinese travellers.
By combining cultural authenticity, modern infrastructure, and exceptional hospitality, Malaysia is ready to welcome millions of visitors seeking meaningful travel experiences.
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Source: traveldailymedia