China and Malaysia Strengthen Cultural and Tourism Relations with Major Promotion Event in Kuala Lumpur, Unveiling Jiujiang’s Unique Attractions and Eco-Tourism Opportunities

Published on August 29, 2025

In a move set to bolster international tourism ties, Malaysia recently hosted the 2025 Jiujiang Cultural & Tourism Promotion Conference in Kuala Lumpur on August 27. The event marked a significant step towards strengthening tourism collaboration between China and Malaysia, providing a unique opportunity to explore the stunning cultural and natural landscapes of Jiujiang‘s, a hidden gem in Jiangxi Province, China. The conference was attended by prominent figures from both countries, including Wang Jianxin, Party Secretary of the Jiujiang Municipal Bureau of Culture, and senior officials from Tourism Malaysia and the Malaysian Association of Chinese Tour Agents (MCTA).

The event was designed to introduce Jiujiang‘s rich heritage and natural beauty to Malaysian tourists, creating pathways for future travel and investment. The conference highlighted Lushan, a UNESCO World Cultural Landscape, the breathtaking Lushan West Sea, and the picturesque Yongxiu County, with its stunning wetland ecosystems around Poyang Lake. These sites, renowned for their cultural significance and serene landscapes, are poised to become major attractions for international visitors.

Key highlights included:

• Lushan’s cultural depth, celebrated as a UNESCO World Cultural Landscape.
• Lushan West Sea, famous for its thousand-island vistas, ideal for water sports and wellness retreats.
• Yongxiu’s wetland ecosystems, offering a natural haven for migratory birds and eco-tourism enthusiasts.
• A specially curated Jiujiang itinerary video tailored to the Malaysian market.

This partnership, underscored by the direct Kuala Lumpur-Nanchang flight, aims to boost two-way tourism flows, making travel between Malaysia and Jiujiang more accessible. The direct flight route is expected to serve as a catalyst for increased tourism, allowing travelers to immerse themselves in the beauty of Jiujiang’s natural wonders while also fostering business and cultural exchanges between the two nations.

Promoting Jiujiang’s Unmatched Cultural and Natural Resources

Jiujiang, with its distinctive blend of historical and natural attractions, is a city poised to captivate travelers seeking a unique combination of culture, nature, and outdoor activities. The conference spotlighted several key tourist attractions, each offering a distinct experience for visitors:

• Lushan UNESCO World Cultural Landscape: This mountain area is not only a cultural treasure but also an ecological haven, offering visitors a chance to explore centuries-old temples, Buddhist shrines, and dramatic landscapes. The lush greenery and scenic vistas have earned Lushan a spot on the prestigious UNESCO World Heritage list.
• Lushan West Sea: A natural wonder, this area is famous for its thousands of small islands scattered across serene waters. Lushan West Sea is not only a visual masterpiece but also a hub for water sports and wellness retreats, making it a perfect destination for relaxation and adventure.
• Yongxiu Wetland and Poyang Lake: Known for its rich biodiversity, Poyang Lake is a paradise for birdwatchers and nature lovers. The wetlands of Yongxiu are a haven for migratory birds, particularly during the autumn and winter months. This natural beauty provides a tranquil escape for those interested in eco-tourism and wildlife observation.

The conference also introduced the cultural landscape of Jiujiang, which includes historical towns, ancient temples, and cultural festivals that add an authentic charm to the region. These rich cultural elements, combined with Jiujiang’s natural beauty, offer travelers a chance to experience China’s long-standing traditions in a breathtaking setting.

Building Stronger Tourism Ties Between China and Malaysia

The significance of the event goes beyond just tourism; it emphasizes strengthening diplomatic ties and mutual understanding between China and Malaysia. The cultural and tourism conference provided an excellent platform for discussions between key officials, business leaders, and tourism operators from both countries. During the event, MCTA signed cooperation agreements with Jiangxi Yuanda International Travel and Iki Holiday, reinforcing the partnership and paving the way for smoother travel exchanges between the two regions.

Mr. Wang Jianxin, Party Secretary of Jiujiang Municipal Bureau of Culture, emphasized the benefits of the China-Malaysia visa-exemption policy, which has already made it easier for Malaysians to travel to China. With this policy in place, tourists can visit Jiujiang without the hassle of long visa processes, making spontaneous trips to the area a reality. This was an exciting prospect for both countries, as it eliminates barriers and opens up Jiujiang’s vast cultural and natural offerings to Malaysian visitors.

The direct Kuala Lumpur-Nanchang flight will be crucial in enhancing the travel experience, connecting Malaysia directly with the heart of Jiangxi Province, allowing travelers to visit Jiujiang in comfort and style. This flight is expected to make Jiujiang a more attractive destination for Malaysian tourists, providing a gateway to explore the region’s cultural and natural wonders.

A Collaborative Future: Exploring New Horizons in Tourism

The Jiujiang cultural and tourism conference is just the beginning of an exciting collaboration between China and Malaysia, with plans already in place to promote further tourism exchange programs. Iki Holiday, a key Malaysian travel agency, has also committed to bringing more Malaysian travelers to Jiujiang in the coming years, capitalizing on the newly established flight route and the region’s growing tourism appeal. This partnership is expected to help foster increased tourism numbers, contributing to the local economy of both regions.

Key points of the collaboration include:

• Direct flight connectivity between Kuala Lumpur and Nanchang, providing easier access to Jiujiang.
• New travel itineraries designed to appeal to Malaysian tourists, featuring cultural, natural, and eco-tourism experiences in Lushan, Lushan West Sea, and Yongxiu.
• Enhanced collaboration between tourism agencies in China and Malaysia, facilitating travel and investment.

The conference successfully highlighted Jiujiang’s diverse tourism offerings, underscoring its potential as a top destination for eco-tourism, cultural exploration, and outdoor activities. With the introduction of a visa-exemption policy, direct flights, and partnerships with local tour operators, Jiujiang is well-positioned to attract visitors from Malaysia and beyond, offering a unique blend of natural beauty and cultural richness.

Conclusion: A Bright Future for Jiujiang’s Tourism Industry

As Jiujiang moves forward in its mission to become a major international tourist destination, this event has laid the foundation for stronger cultural and tourism relations between China and Malaysia. With Lushan, Lushan West Sea, and Poyang Lake at the forefront of its tourism campaign, Jiujiang is poised to become an iconic destination for nature lovers, cultural enthusiasts, and eco-tourism advocates alike.

The future of Jiujiang tourism looks bright, as the city continues to open doors for international travelers to experience its unique landscapes and cultural heritage. With ongoing investments in infrastructure, tourism services, and promotional efforts, Jiujiang is sure to attract a growing number of tourists from Malaysia and other countries, establishing itself as one of China’s most exciting travel destinations.

Key Takeaways:

• Jiujiang offers a rich blend of cultural heritage and natural beauty.
• The introduction of direct flights and visa exemptions makes Jiujiang more accessible for Malaysian travelers.
• Lushan and Lushan West Sea provide unparalleled natural and cultural experiences.
• Poyang Lake’s wetland ecosystems and birdlife offer an extraordinary eco-tourism experience.
• Growing partnerships between China and Malaysia will continue to drive tourism growth in Jiujiang.

As Jiujiang steps into the global spotlight, it offers an authentic and unforgettable experience for travelers seeking a mix of cultural immersion, eco-tourism, and natural exploration.