Tourism Malaysia Sets Sights on China’s Second-Tier Cities in Latest Sales Mission

Friday, March 22, 2024

Tourism Malaysia, in collaboration with State Tourism Bodies and the Malaysia Inbound Chinese Association (MICA), is venturing into China’s second-tier cities from March 18th to 25th, 2024. Their itinerary begins in Dalian, continues through Shenyang and Changchun, and concludes in Harbin.

The expedition is led by Mr. Lee Tai Hung, the Deputy Director General (Promotion II) of Tourism Malaysia. Accompanying him are notable figures including YB Dato’ Ng Suee Lim, the Selangor State Executive Councillor for Local Government and Tourism; YB Nicole Tan, the State Minister for Negeri Sembilan’s Tourism, Arts and Culture; and Dato’ Dr. Angie Ng, President of MICA. The delegation also comprises representatives from 52 entities, including state tourism offices, airlines, hotels, resorts, travel agencies, and tourism product providers.

This sales mission is aimed at bolstering Tourism Malaysia’s marketing strategies in China by engaging with the less explored secondary cities. The mission includes business meetings, seminars, networking events, and targeted promotions focusing on leisure tourism and specific niches like educational, Muslim-friendly tourism, and the Malaysia My Second Home (MM2H) program.

“We hope that this sales mission provides a platform for the Malaysia tourism industry players to foster new relationships with its China counterpart and encourage more Chinese tourists to visit Malaysia, especially with the 30-day visa-free travel to Malaysia starting 1st December 2023. We are always exploring further collaborations to bring more visitors to enjoy Malaysia’s wonders and delights,” says Lee Tai Hung.

The 2024 sales mission to China is part of a series of promotional efforts targeted at the Chinese market. Previous missions in April and September 2023 have already yielded significant sales and publicity values. China continues to be a key market for Malaysia, showing a substantial increase in tourist arrivals last year. Malaysia aims to attract 27.3 million international tourists in 2024, with a goal of 5 million from China, contributing to the nation’s tourism revenue.

Tourism Malaysia’s efforts are supported by its offices in Beijing, Shanghai, and Guangzhou, working closely with travel agents and airlines to prepare for the upcoming Visit Malaysia Year in 2026. With new and resumed flight routes between Malaysia and China, there are currently 327 weekly flights connecting the two countries, facilitated by both Malaysia-based and China-based airlines.

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