House » Movies » Tourism Malaysia Targets Chinese language Market with Daring Promotional Plans at ITB China
Tuesday, June 10, 2025
At ITB China 2025, we sat down with Nuwal Fadhilah Ku Azmi, the Senior Director of the Worldwide Promotion Division at Tourism Malaysia, to debate the nation’s formidable methods for attracting Chinese language vacationers and its upcoming Go to Malaysia 2026 marketing campaign. As Malaysia prepares for an inflow of holiday makers, significantly from China, Ms. Azmi shared insights on how Malaysia is positioning itself as a high vacation spot for adventurous vacationers, whereas additionally specializing in sustainability and cultural preservation.
How’s the day going to this point at ITB China?
The day has been improbable! We’re within the ultimate stretch of ITB China, and I have to say, it’s been a really productive occasion. Our sellers are nonetheless having conferences and appointments, and there are many cultural actions taking place. As Malaysia is the official accomplice vacation spot this 12 months, we’re ensuring that we maximize our publicity and meet potential companions, each new and present. It’s been an ideal platform to attach with the Chinese language market and lift consciousness for Go to Malaysia 2026.
Because the official accomplice vacation spot at ITB China, what are Malaysia’s key targets for this 12 months’s occasion?
China is likely one of the most essential markets for Malaysia when it comes to tourism. Final 12 months, we welcomed over 4.5 million Chinese language guests, and this 12 months we anticipate much more curiosity. Our objective at ITB China isn’t just to advertise Malaysia as a vacation spot, but additionally to make sure that Go to Malaysia 2026 will get off to a robust begin. We wish to make a big effect right here, so our nationwide sellers, who deal with the Chinese language market, can join with key companions and generate fast enterprise. It’s additionally a chance to advertise Malaysia by means of the media and let everybody know concerning the upcoming Go to Malaysia 2026 marketing campaign. We would like vacationers to know that Malaysia is able to welcome them and supply a singular journey expertise.
How is Malaysia gearing up for the Go to Malaysia 2026 marketing campaign, and the way does ITB China match into your world promotional technique?
The Go to Malaysia 2026 marketing campaign is a nationwide agenda, and we’ve got the assist of all related ministries and trade gamers. ITB China is an integral a part of our world promotional technique as a result of it offers us direct entry to the Chinese language market, which is essential to our tourism progress. We wish to broaden our community, construct new relationships, and lift consciousness about Malaysia as a high journey vacation spot. The ITB China platform permits us to attach with Chinese language vacationers and in addition helps enhance Malaysia’s visibility in Asia and globally.
What new campaigns or journey experiences are being launched to draw extra Chinese language vacationers to Malaysia?
Now we have a brand new marketing campaign theme for Go to Malaysia 2026: “Surreal Experiences.” We would like Chinese language vacationers to find the number of experiences that Malaysia provides—our wealthy cultural range, stunning landscapes, and distinctive delicacies. Malaysia is actually a melting pot of Chinese language, Indian, and indigenous cultures.
For Chinese language vacationers, we’re emphasizing experiences in gastronomy, festivals, and cultural actions. We’re additionally partnering with Chinese language tour operators, airways, and social media influencers like Shungu to create and promote content material that showcases the perfect of Malaysia. Malaysia has grow to be one of many high locations when it comes to on-line search curiosity, and we’ve made certain to offer content material round our must-try experiences, must-visit locations, and must-do actions. We goal to make Malaysia a distinguished alternative on the Chinese language market’s radar.
How is Malaysia positioning itself within the post-pandemic tourism panorama to rebuild confidence and enhance arrivals from China?
Malaysia is in a robust place to draw Chinese language vacationers, particularly after the visa-free coverage between China and Malaysia was launched. This alteration has made it simpler for Chinese language nationals to journey to Malaysia, as they not want a visa to go to. The visa-free coverage has had a optimistic impact on journey patterns, with last-minute bookings changing into extra widespread, particularly for brief getaway excursions.
China has been a major marketplace for Malaysia, and the bilateral relationship between the 2 nations, which has lasted over 50 years, strengthens the connection. The coverage shift displays the continuing optimistic traits in China-Malaysia relations, and lots of Chinese language vacationers at the moment are extra comfy visiting Malaysia. The brief getaway pattern is especially essential for Chinese language vacationers, as they search for fast journeys to close by locations with out the prolonged visa utility course of.
How are you responding to the demand for extra adventurous journey experiences amongst Chinese language vacationers?
We’re seeing that Chinese language vacationers have gotten extra adventurous. Prior to now, they usually traveled in giant teams, however now, they’re choosing extra personalized journey experiences. We’ve seen a rising curiosity in smaller, extra intimate excursions. These vacationers wish to discover new locations, take pleasure in native experiences, and take a look at completely different sorts of journey tourism. Malaysia provides tropical rainforests, diving locations, mountaineering trails, and island getaways, all of which magnetize this rising market section.
Malaysia has grow to be a straightforward and cozy vacation spot for Chinese language vacationers, as they really feel conversant in the Chinese language tradition within the nation. Nonetheless, they’re additionally drawn to Malaysia’s range, providing them an opportunity to discover a number of cultures and cuisines in a single vacation spot. Smaller teams and tailored itineraries are gaining popularity, permitting vacationers to expertise Malaysia’s distinctive choices at their very own tempo.
How is sustainable tourism influencing Malaysia’s growth plans, particularly in balancing progress with cultural and environmental preservation?
Sustainability is on the coronary heart of Malaysia’s tourism growth plans. Malaysia takes satisfaction in its rainforest protection and pure points of interest, together with its seashores and islands. Nonetheless, the federal government and tourism authorities are working to stability tourism progress with environmental preservation.
One key instance is the Sipadan Island, which has a strict carrying capability for divers. This helps keep the integrity of the island’s setting whereas offering a high-quality expertise for vacationers. Equally, Mount Kinabalu has a restricted variety of climbers allowed per day to make sure environmental sustainability.
Consistent with the Go to Malaysia 2026 marketing campaign, Malaysia is positioning itself as a sustainable tourism vacation spot that emphasizes the preservation of its pure magnificence and wealthy tradition. Sustainable tourism will proceed to be a precedence because the nation strikes ahead with tourism growth, making certain that future generations can proceed to take pleasure in Malaysia’s distinctive pure sources.
Any ultimate phrases for our viewers, particularly Chinese language vacationers, about why they need to go to Malaysia?
We invite all vacationers, particularly these from China, to go to Malaysia for Go to Malaysia 2026. Even if you happen to’ve been to Malaysia earlier than, there are all the time new locations to find. Whether or not it’s the mountain trails, seaside resorts, historic websites, or cultural experiences, Malaysia has one thing for everybody. We’re dedicated to providing not only a trip, however a memorable expertise that may stick with you lengthy after you come.
Tags: journey tourism, china, cultural experiences, world journey, malaysia, sustainable tourism, Tourism, tourism growth, Tourism advertising, journey traits, Go to Malaysia 2026
