Left: Aaron Gan Chai Heng, Director of Tourism Malaysia Shanghai; right: David Axiotis, Vice President China, Messe Berlin GmbH, following the Signing Ceremony © ITB China
Malaysia is setting its sights firmly on China’s booming outbound tourism market, stepping into the global spotlight as the Official Partner Destination of ITB China 2025, scheduled to take place in Shanghai from May 27 to 29. This landmark collaboration positions Malaysia at the heart of one of the world’s most dynamic travel events, with ambitions that go far beyond boosting visitor numbers.
The strategic alliance, led by Tourism Malaysia, signals the country’s renewed commitment to deepening its tourism ties with China—a market that continues to show impressive recovery and growth post-pandemic. Since its inception in 1992, Tourism Malaysia has been a key architect in crafting the nation’s tourism identity, using global platforms and partnerships to shape perceptions and drive footfall.
“As one of the fastest-growing travel markets globally, China is vital to our tourism ambitions,” said Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture. “Our participation as the Official Partner Destination at ITB China 2025 gives us an invaluable opportunity to present Malaysia’s multifaceted appeal—from rich cultural traditions to eco-tourism and halal hospitality.”
A Cultural Showcase with a Modern Touch
At the heart of Malaysia’s presentation in Shanghai will be a fully immersive showcase of the country’s cultural, culinary, and natural offerings. Visitors can expect to be greeted with interactive exhibits, live cultural performances, and hands-on experiences in traditional Malaysian arts, crafts, and cuisine.
Malaysia’s presence will also include business networking events, where Chinese travel professionals can meet with Tourism Malaysia officials and local partners to explore collaborative ventures. Specialized destination presentations will spotlight emerging travel trends such as adventure tourism, sustainable eco-experiences, and halal-friendly travel—areas increasingly sought after by Chinese travelers.
A Digital-First, Traveler-Centric Strategy
Backed by its 2025/2026 marketing roadmap, Malaysia plans to amplify its outreach to Chinese travelers with a digital-first strategy that prioritizes content-driven engagement and hyper-localized experiences.
Key elements of the campaign include:
- Platform Power: Malaysia will harness popular Chinese platforms such as WeChat, Weibo, and Douyin, along with partnerships with local KOLs and influencers, to connect with younger demographics and digitally savvy travelers.
- Tailored Travel Campaigns: Curated packages will focus on cultural immersion, luxury shopping, and nature-based activities in line with Chinese travel preferences.
- Halal & Wellness Tourism: With Chinese Muslim travel on the rise, Malaysia will spotlight itself as a leading destination for halal-friendly travel, spa retreats, and wellness tourism.
- Localized Storytelling: All marketing campaigns will feature Mandarin-language content, ensuring deeper engagement and relatability for Chinese audiences.
- Enhanced Air Connectivity: Working alongside airline partners, Malaysia aims to improve direct flight access and offer bundled travel deals tailored to Chinese tourists.
Making Travel Seamless for Chinese Visitors
Understanding the importance of a seamless travel experience, Malaysia is also rolling out a suite of visitor-friendly enhancements designed specifically for Chinese tourists:
- Mutual Visa Exemption Agreement: Already driving a surge in bilateral tourism.
- Mandarin-Speaking Staff: Deployed at key airports and popular destinations for smoother communication.
- Familiar Digital Payments: With full integration of WeChat Pay and Alipay, travelers can make cashless transactions with ease.
- Streamlined Immigration: Faster processing at borders ensures a smoother entry for tourists.
A Gateway to Cultural and Experiential Travel
Malaysia’s participation in ITB China 2025 marks more than just another tourism campaign—it is a strategic move to reposition the country as a top-tier destination for Chinese travelers seeking authenticity, cultural depth, and personalized journeys.
From the highlands of Sabah to the bustling streets of Kuala Lumpur, and the food stalls of Penang to the serene islands of Langkawi, Malaysia promises to deliver experiences that go beyond the guidebook—highlighting a cultural mosaic that’s as diverse as it is welcoming.
As the world watches, all eyes will be on Malaysia in Shanghai next May—not just for what it offers, but for the story it tells.
Sidebar: Chinese Tourism to Malaysia – By the Numbers
A Growing Market:
- In 2019, Malaysia welcomed over 3 million Chinese tourists, making China its third-largest source market for inbound travel.
- Post-pandemic recovery has been robust, with Chinese arrivals steadily increasing following the mutual visa exemption announced in late 2023.
What Chinese Tourists Want:
- Top Interests: Nature experiences, local cuisine, cultural immersion, and shopping.
- Emerging Trends: Eco-tourism, wellness retreats, Muslim-friendly travel, and experiential stays.
Language & Digital Needs:
- Over 90% of Chinese travelers prefer using WeChat Pay or Alipay abroad.
- Travelers favor destinations offering Mandarin-language support and digital travel guides accessible via mobile.
Travel Connectivity:
- Direct flights operate between China and major Malaysian cities like Kuala Lumpur, Penang, Kota Kinabalu, and Langkawi, with expanded routes planned for 2025.
Why It Matters:
- Chinese outbound tourism is expected to surpass pre-pandemic levels by 2026, making strategic partnerships like ITB China 2025 crucial for destinations aiming to capture market share.
Spotlight Sidebar: Chinese Tourism to Malaysia
By the Numbers
| Metric | Stat |
|---|---|
| Chinese arrivals to Malaysia (2019) | 3.1 million |
| Rank among Malaysia’s tourist markets | #3 |
| Expected rebound year to pre-pandemic levels | 2026 |
| Top travel interests | Nature, cuisine, culture, shopping |
| Preferred payment platforms | WeChat Pay, Alipay |
| Major Malaysian cities with direct China flights | Kuala Lumpur, Penang, Kota Kinabalu, Langkawi |
