BEIJING, 22 May 2025 – The Ministry of Tourism, Arts and Culture Malaysia (MOTAC) alongside Tourism Malaysia has embarked on a high-profile sales mission to Beijing from the 22nd until 23rd May, in conjunction with the launch of Visit Malaysia 2026 (VM2026) Campaign and the Malaysia My Second Home (MM2H) Program.

Led by YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia with the delegation comprises of 39 organisations, including 14 travel agencies, nine hotels and resorts, five tourism products, eight MM2H agents, two government agencies and one commercial bank, all integrated in promoting Malaysia as a premier destination for Chinese travelers.

The mission features business-to-business (B2B) and business-to-consumer (B2C) sessions, along with networking events, all aimed at showcasing Malaysia’s vibrant multicultural heritage and warm hospitality to leaders in China’s tourism industry as well as the general public. This sales mission acts as a strategic bridge, connecting Malaysian tourism players with Chinese travel agencies and key stakeholders — paving the way for increased travel, stronger partnerships with new opportunities for investment in Malaysia’s tourism and hospitality sectors.

From January until April 2025, Malaysia recorded 13.4 million arrivals, a 21.0% increase compared to the same period in 2024. China ranks as the third-largest source of international visitors, after Singapore and Indonesia but ahead of Thailand as well as India. Notably, China contributed 1.4 million visitors to Malaysia from January to April this year, reflecting a robust 37.8% increase compared to the same period in 2024. Thus, the target for international arrivals to Malaysia this year has been set at 45 million visitors with an expected revenue of RM270 billion generated from visitors expenditure.

To sustain the momentum of the first quarter this year, Visit Malaysia 2026 (VM2026) will focus on sustainability, cultural diversity, and high-value tourism. These pillars will drive economic growth, create quality job opportunities, and enhance Malaysia’s global competitiveness as a premier travel destination. This sales mission reinforces Malaysia’s dedication to expanding its global tourism footprint while ensuring memorable and sustainable travel experiences.

Tourism Malaysia is strengthening partnerships with Chinese travel agencies and stakeholders to promote Malaysia as a top travel destination. Through targeted initiatives like the Beijing sales mission, it aims to enhance Malaysia’s global tourism presence and attract visitors for leisure, long stays, and cultural experiences. The effort aligns with Malaysia’s goal to grow its tourism industry and improve visitor experiences.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene. The next Visit Malaysia, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, X, YouTube, and TikTok.

For enquiries, please contact:

Nor Hayati Zainuddin
Deputy Director
International Promotion Division (Asia & Africa)
norhayati@tourism.gov.my
Tel: +603 8891 8203

Norshariza Mohd Saad
Deputy Director
Corporate Communications Division
norshariza@tourism.gov.my
Tel: +603 8891 8775