Tourism Malaysia expanding marketing efforts in China
LUMPUR: Tourism Malaysia is strengthening its marketing efforts in China through business sessions, seminars and networking efforts, emphasising promotions on the leisure market and niche segments, especially the Malaysia My Second Home (MM2H) programme.
Gearing up for the next Visit Malaysia Year in 2026, the nation’s tourism promotion board has continued to intensify promotions alongside travel agents and airlines through its overseas offices in Beijing, Shanghai and Guangzhou.
In a statement today, Tourism Malaysia said China remains one of the top tourism markets for Malaysia, with 403,121 Chinese tourist arrivals from January to May this year.
There are currently 203 flights per week between China and Malaysia, following the resumption and announcement of new international routes from Malaysia-based airlines and China-based airlines such as Xiamen Air, Air China and Spring Airlines.
Recently, the tourism board concluded its second sales mission to China this year, covering four main cities Changsha, Chengdu, Lanzhou and Xi’an from September 3 to 9.
Led by Deputy Tourism, Arts and Culture Minister, Khairul Firdaus Akbar Khan, the Malaysian delegation comprised representatives from 58 organisations, including hotels and resorts, travel agents, tourism product owners, Malaysia-based airlines and the state tourism board.
“Apart from cultivating confidence in Chinese visitors to return to Malaysia, we hope that this sales mission provides a platform for the industry community to gather, exchange ideas and return even stronger.
“We are always exploring further collaborations to bring more visitors to enjoy Malaysia’s wonders and delights,” said Khairul Firdaus.
According to the statement, the sales mission was a continuation of the line-up of promotional programmes for the Chinese market this year, following the first sales mission to Guangzhou, Beijing, Shanghai and Xiamen on April 6-15, 2023.