KUNMING, March 10, 2025 – Tourism Malaysia, in partnership with the Malaysia Inbound Chinese Association (MICA), has launched its first sales mission of the year to tap into China’s tourism potential, running from March 9 to 17, 2025. The mission began in Kunming and will cover Chengdu, Qingdao, and Zhengzhou, aiming to strengthen ties and drive Chinese tourist arrivals.
Led by Dato’ Yeoh Soon Hin, Deputy Chairman of Tourism Malaysia, and Mr. Lee Tai Hung, Deputy Director General (Promotion II), the delegation includes Loh Sze Yee, Perak State Executive Councillor for Tourism, Industry, Investment & Corridor Development; Ms. Chua Yee Ling, CEO of Tourism Selangor; and representatives from the Negeri Sembilan Tourism Board, Sarawak Tourism Board, and Islamic Tourism Centre. Joining them are Dato’ Dr. Angie Ng Wai Sam, President of MICA, and 87 organizations, including hotels, resorts, travel agents, Malaysia My Second Home (MM2H) agents, and tourism product owners.
The initiative underscores Tourism Malaysia’s commitment to deepening its foothold in the Chinese market, a key driver of the country’s tourism sector.
“China remains a priority market for Malaysia, and this sales mission highlights our dedication to enhancing tourism collaboration and positioning Malaysia as a top holiday destination for Chinese travellers, especially ahead of Visit Malaysia 2026,” said Dato’ Yeoh.
Malaysia’s diverse offerings—ranging from pristine beaches and rainforests to bustling cities and rich cultural heritage—align with the evolving preferences of Chinese tourists. The mission provides a platform for Malaysian tourism players to forge partnerships with Chinese travel agencies and stakeholders, unlocking opportunities in travel, hospitality, and investment.
In 2024, Malaysia welcomed 3,725,894 Chinese visitors, a 130.9% surge from the previous year. With the visa-free policy for Chinese nationals extended until December 2026, Tourism Malaysia is optimistic about hitting its 2025 target of 7 million Chinese arrivals. The agency continues to prioritize bilateral cooperation and innovative promotion to cement Malaysia’s status as a global tourism hotspot.
Leave a comment