With the official arrival of malaysia's tourism year 2026, the national tourism bureau of malaysia has continued to expand its international market outreach and actively expand chinese customer markets. China’s strong market potential and solid foundations were fully demonstrated in 2025, following a series of up-to-date promotions, when china’s number of tourists visiting the country increased to 4. 66 million。
In order to sustain this positive momentum, the national tourism authority of malaysia organized a “china tour show” in guangzhou, chongqing, changsha and xiamen from 8 to 15 april 2026, which further deepened exchanges and cooperation between the two countries in the field of tourism and launched a full-blown wave of the “malaysia tourism year 2026”。
The tour received a positive response from the malaysian tourism community and organized a strong delegation attended by 86 tourism-related enterprises and institutions from malaysia, including 28 travel agents, 26 hotel groups, 11 site operators, 8 malaysia's second home (mm2h), 3 banks, 2 airlines, 2 government agencies and 6 state tourism offices, including the thunder service, the penheng tourist board, the samarra state tourist board, the sandragong state tourist board, the penang global tourism agency, and the serang state tourist board, which fully demonstrated the diversity and integrity of malaysia's tourism chain。
Following the successful closure of the guangzhou station, the event took place in chongqing on 10 april 2026. On the day of the event, malaysian guests included:
1. Mr. Li taikang, deputy director-general, national tourism authority of malaysia
2. Member of the executive council for tourism, industry, investment and corridor development of the state of physi, yb
3. Member of the executive council for solidarity, tourism and culture of the state of penang, yb liang
4. Member of the board of directors of the national board of tourism of malaysia and president of the chamber of commerce for the promotion of tourism culture in mauchin, dr. Aki wu
5. Ms. Rahayu ahmad, deputy director, asia extension department, national tourism bureau, malaysia
Ms. Yusliana binti ismail, director general, second home of malaysia, ministry of tourism, arts and culture of malaysia
7. Mr. Reyzerang, director, south china district, national tourism bureau, malaysia
Chinese guests included:
1. Mr. Joo moo, deputy director, chongqing city cultural and tourism development committee
2. Mr. Xudechuan, secretary, chairman, chongqing aviation limited liability company
Mr. Wang qing, president of the chongqing city cultural and tourism association
4. Mr. Yedwu, deputy general manager, market and marketing department, xinmen airlines
The site brought together nearly 300 chinese tour operators and relevant representatives to witness important moments of cooperation in the field and to gain insight into the latest tourism resources and development opportunities available on both sides。
The road show was rich and divided into the first and second half. In the morning, emphasis will be placed on the promotion of malaysia's residential, study and well-being products, including long-term residence projects such as the malaysia second home (mm2h) scheme; in the afternoon, emphasis will be placed on diversification and emerging tourism products, covering cultural tourism, natural ecology, agro-pastoral tourism, exhibition tourism (mice) and muslim friendly tourism services。
In addition to thematic presentations, the event featured a trade-to-trade interface, which provided a platform for efficient traffic and cooperation between tourists on both sides of the market. Through face-to-face negotiations, chinese operators have obtained first-hand information on malaysian tourism products, and malaysian enterprises have gained insight into the needs of the chinese market, thereby promoting product optimization and market precision and achieving mutual benefits。
Mr. Li taikang, deputy director general, national tourism bureau of malaysia, made a live statement at the event
China has always been one of malaysia's most important customer markets, and for the future, the malaysian national tourist board will take the year 2026 as an important opportunity to continue to deepen its cooperation with the chinese market, actively expand the network and accessibility of routes, and improve the quality of tourism services as a whole, seeking to attract 6 million chinese tourists to the ma and promote further innovation in inbound tourism。
The director of the national board of tourism of malaysia and president of the chamber of commerce for the promotion of the culture of tourism in mahjongg, dr. Dao wangqi, stated that the chamber of commerce would be fully committed to the policies and objectives of the national board of tourism of malaysia, and would actively promote the integration of the deep interface and resources of the country's tourism community in order to provide solid support for the promotion of the year of tourism in malaysia。
On the day of the event, the national tourism authority of malaysia held a meeting with chongqing aviation limited, in which the two sides engaged in in-depth discussions on the development of more direct-to-majong flights, jointly promoting two-way movement of tourists from the majing, and injecting stronger air connectivity power into malaysia tourism year 2026. In the future, the national tourism authority of malaysia will continue to work with industry partners to strengthen cooperation across china, to launch more high-quality and diversified tourism products and services, and to continuously improve flight connectivity and accessibility to provide smoother and comfortable travel experiences for chinese tourists。
The year of tourism in malaysia is not only a national tourist event, but also an important opportunity to show the world malaysia's multicultural, natural and unique charm. Malaysia sincerely invites tourists from china to come to this fascinating land and to experience first-hand the great beauty of “malaysia, asia's charm”。
The event received a strong response from the chongqing tourism industry
