China Gains Travel Demand “By Default” as Iran and Russia-Ukraine Wars Alter Holiday Choices

China is emerging as a strong destination choice among Malaysian travellers at MATTA Fair 2026, driven by competitive tour pricing, easier visa access and changing travel preferences, according to Brendon Y.S. Chai, Managing Director of Sri America Travel Corporation.

Speaking to Travel and Tour at the travel exhibition, Chai said the event had generated a vibrant atmosphere, with visitors arriving with a clear focus on year-end and 2027 holiday planning.

MATTA Fair 2026 sees focused travel shoppers

Chai described the atmosphere at MATTA Fair 2026 as vibrant, noting that many visitors were already focused on planning and booking their upcoming holidays.

According to him, this has created strong traffic at the exhibition, with travellers appearing more prepared to make purchasing decisions rather than simply browse available products.

Sri America Travel Corporation is responding to this demand with pricing-led promotional strategies. Chai said the company is offering early-bird savings, direct rebates and additional perks to attract travellers who are ready to book.

The company is also using the exhibition to introduce new products rather than relying solely on conventional tour packages.

New Grand Canal of Jinan tour targets cultural travellers

One of the new products launched at the show is the Grand Canal of Jinan, which Chai described as a cultural and heritage-focused tour.

The package reflects the company’s effort to move away from what he characterised as “run-of-the-mill” tours.

A large screen at the company’s exhibition presence is being used to preview the experience for potential customers, allowing them to see what they can expect from the itinerary before booking.

The focus on culture and heritage also aligns with a wider shift Chai sees among experienced travellers, who increasingly want more distinctive experiences rather than standard sightseeing programmes.

China benefits from strong demand and competitive pricing

Among international destinations, China is seeing particularly strong demand at the company’s booth.

Chai linked this partly to the geopolitical situation, saying the wars involving Iran and Russia and Ukraine have contributed to China being in demand “by default”. He also highlighted the competitiveness of China tour packages.

Another factor he identified was visa accessibility. Chai specifically referred to China being visa-free, saying this makes travel easier for people who want to visit the country.

He also pointed to competition among China tour operators as a factor helping keep package prices competitive.

Travellers increasingly want slower, deeper journeys

Beyond destination demand, Chai highlighted a significant change in the way experienced travellers approach organised tours.

He said sophisticated and well-travelled customers increasingly have different expectations from traditional high-speed itineraries.

Instead of attempting to cover multiple destinations in a short period, Sri America Travel Corporation is looking towards mono- or single-city itineraries with deeper exploration.

He gave examples such as spending five full days in Paris or five days exploring a region in China.

The objective is to give travellers more time to understand a destination instead of moving rapidly between attractions.

Local communities become part of the travel experience

The company’s approach to slower travel also includes greater interaction with local communities.

Chai explained that itineraries can incorporate experiences such as farm-to-table meals, stays within communities in eco-villages and workshops involving local arts and crafts.

These activities provide travellers with opportunities for direct participation rather than simply observing destinations from a tour bus.

The longer itineraries also create more personal time. Chai said the company tries to include free days so travellers can explore spontaneously.

For group tours, this can address one of the traditional limitations of tightly scheduled programmes, where participants have little opportunity to explore independently.

Personal service remains central to group travel

Although technology has become increasingly important to the travel industry, Chai said he does not completely rely on technology because travel remains a people-oriented business.

For group bookings, Sri America Travel Corporation assigns dedicated coordinators to provide customers with a single point of contact.

This allows travellers to communicate individual requirements, including dietary preferences and room preferences, directly to a coordinator.

Chai described these requirements as areas where personal and human interaction remains particularly important.

Travel protection and guaranteed departures address booking concerns

The company is also using comprehensive travel protection as part of its approach to customer service.

Chai said its packages can include end-to-end insurance coverage addressing issues such as flight cancellation, flight disruption, delays and medical expenses.

Another important feature is guaranteed departure for group tours.

Group departures can sometimes face the problem of failing to reach the required number of participants, potentially resulting in last-minute cancellations. Chai said guaranteed departures are intended to remove this uncertainty for customers.

For travellers who have already arranged annual leave, business commitments or other plans around a fixed departure date, such cancellations can cause significant disruption.

By guaranteeing departures, the company aims to give customers greater certainty when booking group holidays.

MATTA Fair 2026 reflects changing Malaysian travel preferences

Chai’s comments at MATTA Fair 2026 point to several evolving priorities among Malaysian holidaymakers: competitive pricing, easier destination access, distinctive cultural experiences, slower itineraries, greater personal freedom and stronger booking protection.

China stands out in the company’s current demand picture, supported by competitive tour packages and the visa-access factor highlighted by Chai.

At the same time, the company’s new Grand Canal of Jinan product and its emphasis on deeper regional experiences demonstrate an attempt to respond to travellers looking beyond conventional sightseeing.

For group travellers in particular, dedicated coordinators, travel protection and guaranteed departures are being positioned as important safeguards against the uncertainties that can arise after a holiday has been booked.

Best Places to Visit in China

Beijing offers China’s essential introduction

For first-time visitors, Beijing remains one of China’s most important destinations. The capital combines imperial history, traditional neighbourhoods and some of the country’s most recognisable landmarks.

The Forbidden City, Temple of Heaven and Summer Palace provide insight into China’s imperial past, while the Great Wall of China delivers one of the country’s defining travel experiences.

Beijing is particularly suitable for travellers who want to combine major attractions with history, architecture, food and traditional Chinese culture.

Shanghai showcases modern China

Shanghai provides a dramatic contrast to Beijing. The country’s major financial and commercial centre is known for its futuristic skyline, historic architecture and energetic urban atmosphere.

Visitors can explore The Bund, admire the skyline across the Huangpu River, visit Yu Garden and experience the city’s extensive shopping and dining scene.

For international visitors, Shanghai can demonstrate how China’s historic identity and contemporary urban development exist side by side.

Xi’an takes travellers deep into ancient history

Xi’an is an essential destination for travellers interested in China’s archaeological and cultural heritage.

Its most famous attraction is the Terracotta Army, the extraordinary collection of life-sized figures associated with the mausoleum of China’s first emperor, Qin Shi Huang.

The city also has its historic city walls and a strong food culture. Xi’an’s location along the ancient Silk Road adds another dimension to its importance as a cultural destination.

Chengdu combines pandas, food and a slower pace

Chengdu offers a different style of Chinese holiday. The Sichuan capital is internationally recognised for its giant pandas and is equally famous for its distinctive cuisine.

Travellers can combine a visit to a panda base with Sichuan dishes, traditional teahouses and relaxed exploration of the city.

This makes Chengdu particularly attractive to visitors seeking experiences beyond conventional sightseeing.

Guilin and Yangshuo deliver spectacular scenery

For nature-focused travellers, Guilin and Yangshuo are among China’s most visually distinctive destinations.

The region is famous for its limestone karst mountains and the Li River, creating landscapes that have long been associated with traditional Chinese imagery.

River journeys, countryside exploration and cycling around Yangshuo allow visitors to experience a slower side of China.

Zhangjiajie brings adventure and dramatic landscapes

Zhangjiajie is another major choice for travellers searching for spectacular scenery. The destination is known for the towering sandstone formations of Wulingyuan, while Tianmen Mountain provides another major mountain experience.

Its dramatic landscapes make Zhangjiajie particularly appealing to photographers, hikers and adventure travellers.

Yunnan and Hangzhou expand the experience

Travellers with additional time can explore Yunnan, a diverse southwestern region known for its mountains, ancient towns and cultural diversity. Lijiang and the Yulong Snow Mountain area are among its notable attractions.

Meanwhile, Hangzhou offers a more relaxed combination of gardens, temples, tea culture and the celebrated West Lake.

China moves beyond conventional tour itineraries

The growing appeal of China is not simply about ticking famous attractions off a list. Chai said experienced travellers increasingly want deeper itineraries, including more time in one destination, local experiences, community interaction and opportunities for independent exploration.

That shift could benefit destinations such as Yunnan, Guilin, Hangzhou and Chengdu, where travellers can spend several days rather than rushing between multiple cities.

With major historical sites, sophisticated cities, regional cuisines, extraordinary landscapes and increasingly diverse travel experiences, China offers one of the broadest tourism propositions in Asia. For first-time visitors, Beijing, Xi’an and Shanghai provide a strong foundation, while Chengdu, Guilin, Zhangjiajie and Yunnan can add wildlife, nature, adventure and deeper cultural experiences to a longer itinerary.