Tourism Malaysia, together with state tourism bodies and the Malaysia Inbound Chinese Association, embarked on a sales mission to explore second-tier cities in China from March 18 to 25, starting from Dalian, Shenyang, Changchun and ending with Harbin.
Through this mission, Tourism Malaysia hopes to strengthen its marketing efforts in China by penetrating the secondary cities through business sessions, seminars, networking, and emphasising promotions on the leisure market and niche segments, such as education tourism, Muslim-friendly tourism, and Malaysia My Second Home programme.
Tourism Malaysia continues to intensify promotions with its recent sales mission to second-tier cities in China
“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 (which started December 1, 2023),” said Lee Tai Hung, Tourism Malaysia’s deputy director general (Promotion II), who led the delegation.
Tourism Malaysia’s sales mission to China is among the promotional activities planned for the Chinese market in 2024. The 1st Series of Malaysia Sales Mission to China in April 2023 accumulated a total sale of 42.1 million ringgit (US$8.9 million) and 3.8 million ringgit in publicity value, while the 2nd Series in September 2023 recorded 13 million ringgit in total sales and a publicity value of 3.5 million ringgit.
China remains one of the top market sources for Malaysia and contributed 1,474,114 arrivals to the country last year, a positive growth of 593.4 per cent in comparison to the same period in 2022 with 212,603 arrivals. In 2024, Malaysia is aiming to receive 27.3 million international tourist arrivals with 102.7 billion ringgit in tourism receipts, with five million arrivals targeted to be from the Chinese market.
Through its overseas offices in Beijing, Shanghai and Guangzhou, Tourism Malaysia continues to intensify promotions alongside travel agents and airlines in gearing up for the next Visit Malaysia Year set in 2026. With the resumption and announcement of new routes from Malaysia-based airlines and China-based airlines such as Air China, China Eastern Airlines, China Southern Airlines, Xiamen Air, Loong Air, and Spring Airlines, there are currently 327 flights per week between China and Malaysia.
Tourism Malaysia, together with state tourism bodies and the Malaysia Inbound Chinese Association, embarked on a sales mission to explore second-tier cities in China from March 18 to 25, starting from Dalian, Shenyang, Changchun and ending with Harbin.
Through this mission, Tourism Malaysia hopes to strengthen its marketing efforts in China by penetrating the secondary cities through business sessions, seminars, networking, and emphasising promotions on the leisure market and niche segments, such as education tourism, Muslim-friendly tourism, and Malaysia My Second Home programme.
“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 (which started December 1, 2023),” said Lee Tai Hung, Tourism Malaysia’s deputy director general (Promotion II), who led the delegation.
Tourism Malaysia’s sales mission to China is among the promotional activities planned for the Chinese market in 2024. The 1st Series of Malaysia Sales Mission to China in April 2023 accumulated a total sale of 42.1 million ringgit (US$8.9 million) and 3.8 million ringgit in publicity value, while the 2nd Series in September 2023 recorded 13 million ringgit in total sales and a publicity value of 3.5 million ringgit.
China remains one of the top market sources for Malaysia and contributed 1,474,114 arrivals to the country last year, a positive growth of 593.4 per cent in comparison to the same period in 2022 with 212,603 arrivals. In 2024, Malaysia is aiming to receive 27.3 million international tourist arrivals with 102.7 billion ringgit in tourism receipts, with five million arrivals targeted to be from the Chinese market.
Through its overseas offices in Beijing, Shanghai and Guangzhou, Tourism Malaysia continues to intensify promotions alongside travel agents and airlines in gearing up for the next Visit Malaysia Year set in 2026. With the resumption and announcement of new routes from Malaysia-based airlines and China-based airlines such as Air China, China Eastern Airlines, China Southern Airlines, Xiamen Air, Loong Air, and Spring Airlines, there are currently 327 flights per week between China and Malaysia.