Tourism Malaysia Targets Chinese Market with Bold Promotional Plans at ITB China – Travel And Tour World

At ITB China 2025, we sat down with Nuwal Fadhilah Ku Azmi, the Senior Director of the International Promotion Division at Tourism Malaysia, to discuss the country’s ambitious strategies for attracting Chinese travelers and its upcoming Visit Malaysia 2026 campaign. As Malaysia prepares for an influx of visitors, particularly from China, Ms. Azmi shared insights on how Malaysia is positioning itself as a top destination for adventurous travelers, while also focusing on sustainability and cultural preservation.

How’s the day going so far at ITB China?

The day has been fantastic! We’re in the final stretch of ITB China, and I must say, it’s been a very productive event. Our sellers are still having meetings and appointments, and there are plenty of cultural activities happening. As Malaysia is the official partner destination this year, we’re making sure that we maximize our exposure and meet potential partners, both new and existing. It’s been a great platform to connect with the Chinese market and raise awareness for Visit Malaysia 2026.

As the official partner destination at ITB China, what are Malaysia’s key objectives for this year’s event?

China is one of the most important markets for Malaysia in terms of tourism. Last year, we welcomed over 4.5 million Chinese visitors, and this year we expect even more interest. Our goal at ITB China is not just to promote Malaysia as a destination, but also to ensure that Visit Malaysia 2026 gets off to a strong start. We want to make a big impact here, so our national sellers, who focus on the Chinese market, can connect with key partners and generate immediate business. It’s also an opportunity to promote Malaysia through the media and let everyone know about the upcoming Visit Malaysia 2026 campaign. We want travelers to know that Malaysia is ready to welcome them and provide a unique travel experience.

How is Malaysia gearing up for the Visit Malaysia 2026 campaign, and how does ITB China fit into your global promotional strategy?

The Visit Malaysia 2026 campaign is a national agenda, and we have the support of all relevant ministries and industry players. ITB China is an integral part of our global promotional strategy because it gives us direct access to the Chinese market, which is key to our tourism growth. We are looking to expand our network, build new relationships, and raise awareness about Malaysia as a top travel destination. The ITB China platform allows us to connect with Chinese tourists and also helps boost Malaysia’s visibility in Asia and globally.

What new campaigns or travel experiences are being introduced to attract more Chinese travelers to Malaysia?

We have a new campaign theme for Visit Malaysia 2026: “Surreal Experiences.” We want Chinese travelers to discover the variety of experiences that Malaysia offers—our rich cultural diversity, beautiful landscapes, and unique cuisine. Malaysia is truly a melting pot of Chinese, Indian, and indigenous cultures.

For Chinese tourists, we’re emphasizing experiences in gastronomy, festivals, and cultural activities. We are also partnering with Chinese tour operators, airlines, and social media influencers like Shungu to create and promote content that showcases the best of Malaysia. Malaysia has become one of the top destinations in terms of online search interest, and we’ve made sure to provide content around our must-try experiences, must-visit destinations, and must-do activities. We aim to make Malaysia a prominent choice on the Chinese market’s radar.

How is Malaysia positioning itself in the post-pandemic tourism landscape to rebuild confidence and boost arrivals from China?

Malaysia is in a strong position to attract Chinese tourists, especially after the visa-free policy between China and Malaysia was introduced. This change has made it easier for Chinese nationals to travel to Malaysia, as they no longer need a visa to visit. The visa-free policy has had a positive effect on travel patterns, with last-minute bookings becoming more common, especially for short getaway tours.

China has been a significant market for Malaysia, and the bilateral relationship between the two countries, which has lasted over 50 years, strengthens the connection. The policy shift reflects the ongoing positive trends in China-Malaysia relations, and many Chinese tourists are now more comfortable visiting Malaysia. The short getaway trend is particularly important for Chinese travelers, as they look for quick trips to nearby destinations without the lengthy visa application process.

How are you responding to the demand for more adventurous travel experiences among Chinese tourists?

We’re seeing that Chinese tourists are becoming more adventurous. In the past, they often traveled in large groups, but now, they’re opting for more customized travel experiences. We’ve noticed a rising interest in smaller, more intimate tours. These travelers want to explore new places, enjoy local experiences, and try different kinds of adventure tourism. Malaysia offers tropical rainforests, diving destinations, hiking trails, and island getaways, all of which attract this growing market segment.

Malaysia has become an easy and comfortable destination for Chinese tourists, as they feel familiar with the Chinese culture in the country. However, they’re also drawn to Malaysia’s diversity, offering them a chance to explore multiple cultures and cuisines in one destination. Smaller groups and tailor-made itineraries are becoming more popular, allowing travelers to experience Malaysia’s unique offerings at their own pace.

How is sustainable tourism influencing Malaysia’s development plans, especially in balancing growth with cultural and environmental preservation?

Sustainability is at the heart of Malaysia’s tourism development plans. Malaysia takes pride in its rainforest coverage and natural attractions, including its beaches and islands. However, the government and tourism authorities are working to balance tourism growth with environmental preservation.

One key example is the Sipadan Island, which has a strict carrying capacity for divers. This helps maintain the integrity of the island’s environment while providing a high-quality experience for tourists. Similarly, Mount Kinabalu has a limited number of climbers allowed per day to ensure environmental sustainability.

In line with the Visit Malaysia 2026 campaign, Malaysia is positioning itself as a sustainable tourism destination that emphasizes the preservation of its natural beauty and rich culture. Sustainable tourism will continue to be a priority as the country moves forward with tourism development, ensuring that future generations can continue to enjoy Malaysia’s unique natural resources.

Any final words for our audience, especially Chinese travelers, about why they should visit Malaysia?

We invite all travelers, especially those from China, to visit Malaysia for Visit Malaysia 2026. Even if you’ve been to Malaysia before, there are always new places to discover. Whether it’s the mountain trails, beach resorts, historical sites, or cultural experiences, Malaysia has something for everyone. We are committed to offering not just a vacation, but a memorable experience that will stay with you long after you return.