Malaysia’s invitation to authentic experiences
At ITB China 2025, Malaysia unveils a bold vision to inspire and welcome Chinese tourists
As Malaysia kicks off its role as the Official Partner Destination, ITB China News spoke with Mr Datuk Manoharan Periasamy, Director General of Tourism Malaysia, about its strategy to win over Chinese tourists and elevate their travel experience.
As the Official Partner Destination of ITB China 2025, what does this partnership represent for Malaysia’s tourism ambitions, particularly in the Chinese market?
Malaysia’s designation as the Official Partner Destination at ITB China 2025 underscores its strategic focus on deepening tourism ties with China, one of the world’s largest outbound travel markets. This partnership represents a pivotal opportunity to amplify Malaysia’s visibility and appeal to Chinese travellers, aligning with its ambition to position itself as a top destination in Asia. It reflects Malaysia’s commitment to leveraging China’s growing travel demand, especially following the mutual visa exemption policies that have spurred a tourism boom. The partnership highlights Malaysia’s cultural richness, natural beauty, and diverse travel experiences, aiming to solidify long-term tourism and economic ties with China.
Malaysia’s designation as the Official Partner Destination underscores its strategic focus on deepening tourism ties with China
What are the key highlights of Malaysia’s presence at ITB China this year, and how do they reflect your broader tourism strategy?
Malaysia’s presence at ITB China 2025 is designed to showcase its diverse tourism offerings through high-impact promotional initiatives. These include destination presentations highlighting niche attractions such as eco-tourism, adventure travel and halal tourism, press and media events to raise awareness of Malaysia’s travel experiences, from cultural festivals to luxury accommodations, and digital and content-driven strategies to engage younger Chinese audiences.
We are also collaborating with airlines and travel agencies to expand direct flight routes and offer attractive travel packages while launching Mandarin-language campaigns to promote cultural festivals and luxury stays. These efforts align with Malaysia’s broader tourism strategy of diversifying its offerings, enhancing accessibility, and catering to the evolving preferences of Chinese travellers, particularly within niche and high-value segments.
How is Malaysia positioning itself to meet the evolving expectations of Chinese travellers?
Malaysia Tourism is adapting to the changing demands of Chinese travellers by promoting Malaysia’s multicultural heritage, including festivals, historic sites, and culinary diversity to appeal to travellers seeking authentic experiences. We are also positioning Malaysia as a top destination for Chinese Muslim travellers and those seeking wellness retreats, with tailored packages for spa, yoga, and health-focused travel.
In addition, we are enhancing Malaysia’s position as a shopping hub by focusing on premier shopping areas in Kuala Lumpur, Penang, Johor, Melaka, Sabah and Sarawak. Malaysia also provides an incentive for tourists with our Duty-Free Shopping options.
When it comes to sustainability, we are emphasising eco-tourism and showcasing Malaysia’s rainforests, marine parks, and conservation efforts to attract environmentally conscious travellers.
Malaysia enhances tourism for Chinese visitors
Tourism Malaysia is working to attract and better serve Chinese tourists by creating targeted initiatives to improve the travel experience.
One of these core efforts is the recently extended mutual visa exemption, which now allows Chinese nationals to stay in Malaysia for up to 90 days without a visa. This move has already shown strong results, with nearly 820,000 Chinese arrivals recorded in early 2025, following 3.7 million in 2024.
To further boost appeal, Tourism Malaysia is ramping up its digital presence on platforms such as WeChat, Weibo, and Douyin. By collaborating with Chinese influencers, the agency is creating localised and engaging content that speaks directly to Chinese travellers.
On the ground, Malaysia is enhancing Mandarin-language support by deploying Mandarin-speaking staff at airports and major tourist sites, and producing marketing materials in Mandarin to improve communication and comfort.
Recognising the importance of convenience, Malaysia is also integrating familiar digital payment systems such as Alipay and WeChat Pay to ease transactions for Chinese visitors. Additionally, immigration and customs procedures have been streamlined to reduce wait times and provide a smoother arrival experience.
Together, these efforts reflect Malaysia’s strong commitment to providing a welcoming and enjoyable stay for Chinese tourists, reinforcing its position as a leading destination in Southeast Asia.
马来西亚盛情邀约：邂逅亚洲魅力所在
作为2025 ITB China官方目的地合作伙伴，马来西亚以全新愿景亮相，盛情迎接中国游客
在ITB China展会现场，马来西亚以官方目的地合作伙伴身份正式亮相。ITB China News专访马来西亚旅游局局长拿督马诺哈兰·佩里亚萨米（Datuk Manoharan Periasamy），深入了解其吸引中国游客青睐、提升出行体验的整体战略。
作为2025 ITB China的官方目的地合作伙伴，这一合作对马来西亚在中国市场的旅游发展战略有何意义？
马来西亚此次成为2025 ITB China官方目的地合作伙伴，充分体现其深化与中国——这一全球最大出境游市场之一——旅游合作的战略决心。此次合作为马来西亚提供了一个关键机遇，进一步提升其在中国游客心中的品牌认知与吸引力，助力其跻身亚洲首选旅游目的地行列。这也展现了马来西亚积极对接中国出境游市场增长动能的坚定承诺，特别是在中马互免签证政策实施后，两国旅游热度持续攀升。合作将重点展示马来西亚多元文化、自然美景与多样化旅行体验，致力于与中国建立更加稳固的长期旅游与经贸联系。
马来西亚此次被指定为官方目的地合作伙伴，充分体现了其深化对华旅游联系的战略重点。
马来西亚今年在ITB China的参展有哪些亮点？如何体现贵国的整体旅游战略布局？
马来西亚在2025 ITB China的参展重点，旨在通过一系列高影响力的宣传活动，全面展示其多元丰富的旅游资源。重点活动涵盖生态旅游、探险旅游、清真旅游等细分领域的目的地推介会；举办新闻发布会与媒体活动，全面推广马来西亚的文化节庆与高端度假资源；并通过数字化传播与内容营销，精准触达中国年轻群体。此外，马来西亚正携手多家航空公司与旅行社拓展中马直航航线，推出多样化旅行套餐；并同步启动中文宣传计划，重点推广文化节庆与高端住宿体验。这些举措与马来西亚整体旅游战略高度契合，旨在拓展旅游产品多样性、提升可达性，并精准满足中国游客日益多元化的偏好，特别是在高端与特色市场领域。
面对中国游客不断变化的出行期待，马来西亚正如何积极应对？
马来西亚旅游局正积极响应中国游客日益多样的旅行偏好，重点推广国家多元文化遗产，涵盖传统节庆、历史古迹与丰富美食，以吸引追求“原生体验”的游客群体。与此同时，马来西亚也在积极打造穆斯林友好型目的地，并面向注重健康养生的中国游客，推出涵盖水疗、瑜伽与身心疗愈的定制化旅行产品。此外，马来西亚正着力打造“东南亚购物胜地”形象，重点推介吉隆坡、槟城、柔佛、马六甲、沙巴与砂拉越等地的核心购物区域。同时，马来西亚全境设有多处免税购物区，为游客提供更具吸引力的购物体验。
马来西亚全面升级中国游客出行体验
马来西亚旅游局通过多项精准举措，全方位提升中国游客的旅行满意度与便利性。
其中的核心举措之一，是马来西亚与中国之间延长互免签证期限，中国游客可免签停留最长达90天。此举已见成效，截至2025年初已有近82万中国游客访马，2024年全年则突破370万人次。
为进一步扩大影响力，马来西亚旅游局正在加大在微信、微博、抖音等平台的数字化运营投入。并通过与中国KOL合作，产出更具共鸣力的本地化内容，精准触达目标用户。
在线下接待方面，马来西亚已在机场和主要景点配备中文服务人员，并推出中文宣传资料，以提升游客沟通便利性和整体出行舒适度。
为提升游客支付的便利性，马来西亚全面接入支付宝与微信支付，打造更顺畅的无现金旅行体验。同时，马来西亚进一步优化出入境通关流程，显著缩短等候时间，为中国游客带来更加顺畅的抵达体验。
一系列举措充分展现马来西亚欢迎中国游客的真诚态度与专业能力，进一步巩固其在东南亚旅游市场的重要地位。
