The focus extended beyond leisure tourism to niche markets, including the Malaysia My Second Home (MM2H) program.
Tourism Malaysia continued with its second sales mission to China this year across four main cities. The sales mission kicked off in the city of Changsha, followed by Chengdu, Lanzhou, and Xi’an.
The mission was headed by The Honourable Mr. Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture. The Malaysian delegation that participated in the sales mission comprises 58 organizations which include hotels and resorts, travel agents, tourism product owners, Malaysia-based airlines and a state tourism board representative.
The second series of Tourism Malaysia’s sales mission to China was a continuation of the line-up of promotional programmes for the China market in 2023. Tourism Malaysia first initiated its sales mission to China shortly after the country’s international border reopening in February. The first sales mission took place from 6th to 15th April 2023, covering Guangzhou, Beijing, Shanghai, and Xiamen.
“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,” says the Honourable Mr. Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture.
In gearing up for the next Visit Malaysia Year set in 2026, through this sales mission, Tourism Malaysia aims to strengthen its marketing efforts in China through business sessions, seminars, networking, and emphasising promotions on the leisure market and niche segments, especially the Malaysia My Second Home (MM2H) programme.
China remains one of the top market sources for Malaysia and contributed 211,363 arrivals to the country last year. From January to May 2023, Malaysia received as many as 403,121 Chinese tourists, compared to 21,613 (+907.2%) in the same period last year.
Through its overseas offices in Beijing, Shanghai and Guangzhou, Tourism Malaysia continues to intensify promotions alongside travel agents and airlines. With the resumption and announcement of new international routes from Malaysia-based airlines and China-based airlines such as Xiamen Air, and Air China, there are currently 214 flights per week between China and Malaysia.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.