Malaysia has been named the Official Partner Destination of ITB China 2025, a leading travel trade show scheduled to take place from May 27 to 29 in Shanghai. The announcement highlights the growing tourism relationship between Malaysia and China and signals Malaysia’s commitment to expanding its influence in China’s outbound travel market.
Tourism Malaysia will lead the national delegation at the event, presenting a strong lineup of promotional activities. The agency, which has played a key role in marketing Malaysia globally since 1992, will use the platform to promote its tourism offerings and strengthen partnerships within the Chinese travel industry.
As the Official Partner Destination, Malaysia aims to attract more Chinese tourists by showcasing its cultural richness, natural beauty, and unique travel experiences. The country also seeks to deepen cultural ties and build stronger connections with Chinese travel professionals.
“China is a vital market for Malaysia’s tourism strategy,” said Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture. “We are excited to work with ITB China 2025 to present our country’s diverse attractions. This partnership gives us a valuable chance to form new collaborations and welcome more Chinese visitors to Malaysia.”
At the event, Malaysia will offer a cultural showcase with live demonstrations of traditional arts, crafts, and cuisine. Performances and interactive exhibits will help visitors experience Malaysia’s heritage firsthand.
Tourism Malaysia will also host networking sessions with Chinese industry professionals. These events are designed to explore new business opportunities and promote Malaysia as a destination for eco-tourism, adventure travel, and halal tourism. Destination presentations will highlight emerging attractions and travel trends.
To support this campaign, Tourism Malaysia will organize press briefings and media engagements during the event. The agency will also roll out new marketing strategies as part of its 2025/2026 tourism plan, aimed at attracting more Chinese travelers.
Key elements of this strategy include:
- Digital Engagement: Promoting content through platforms like WeChat, Weibo, and Douyin. Influencers will help reach younger travelers.
- Tailored Travel Packages: Working with Chinese tour operators to design trips focused on culture, shopping, and nature.
- Halal and Wellness Tourism: Positioning Malaysia as a top destination for Muslim-friendly travel and wellness experiences.
- Localized Campaigns: Launching Mandarin-language content to highlight luxury stays, cultural events, and immersive activities.
- Improved Flight Connectivity: Partnering with airlines and travel agencies to increase direct flights and travel packages.
Malaysia is also introducing several visitor-friendly measures to improve the experience for Chinese tourists. These include:
- Visa Exemption Policies: Designed to boost tourism and people-to-people exchanges.
- Language Support: Mandarin-speaking staff available at major airports and key destinations.
- Payment Integration: Compatibility with popular Chinese payment platforms like Alipay and WeChat Pay.
- Streamlined Border Procedures: Faster immigration and customs processing.
With this partnership, Malaysia hopes to increase its visibility in China’s growing travel market and build long-term ties. The focus will go beyond popular destinations to include Malaysia’s cultural depth, natural attractions, and wide range of travel experiences.
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