Malaysia Takes Center Stage as the Official Partner Destination of ITB China 2025

Left: Aaron Gan Chai Heng, Director of Tourism Malaysia Shanghai; right: David Axiotis, Vice President China, Messe Berlin GmbH, following the Signing Ceremony © ITB China

​Tourism Malaysia will lead the country’s presence at ITB-China 2025 with a robust lineup of high-impact promotional initiatives. Since its establishment in 1992, Tourism Malaysia has played a pivotal role in shaping the nation’s tourism landscape through strategic marketing efforts and international collaborations. As the Official Partner Destination, Malaysia aims to drive Chinese outbound tourism to its many regions, foster deeper cultural connections, and showcase its rich and diverse travel experiences to Chinese travel professionals and industry stakeholders.

“We are excited to partner with ITB China 2025, as this platform offers us an exceptional opportunity to showcase Malaysia’s diverse and unique offerings to the Chinese market. As one of the most dynamic and rapidly-growing travel markets in the world, China plays an integral role in Malaysia’s tourism strategy. We look forward to deepening our connections and forging new partnerships to welcome even more Chinese tourists to our beautiful country.”
Dato Sri Tiong King Sing，Minister of Tourism, Arts and Culture of Malaysia

At ITB China 2025, Malaysia will offer an immersive experience featuring interactive cultural showcases, including traditional arts, crafts, and cuisine. Live demonstrations and performances will highlight the country’s rich heritage. Networking sessions with Tourism Malaysia and local partners will provide Chinese industry professionals opportunities for new business collaborations. Destination presentations will spotlight niche and emerging attractions, focusing on eco-tourism, adventure travel, and halal tourism. Tourism Malaysia will also host press and media events to boost awareness of its diverse travel offerings. 

Malaysia's 2025/2026 Tourism Plan

Aligned with its 2025/2026 marketing plan, Tourism Malaysia will ramp up efforts to attract Chinese travelers through a comprehensive digital and content-led strategy, including:

• Digital Engagement: Utilising platforms like WeChat, Weibo, and Douyin, as well as collaborations with influencers to reach younger audiences.
• Tailored Travel Experiences: Working with Chinese tour operators to develop packages centered on cultural experiences, shopping, and nature-based activities.
• Halal & Wellness Tourism: Showcasing Malaysia as a top destination for halal-friendly travel and wellness retreats, increasingly popular among Chinese Muslim travelers.
• Localised Content: Launching Mandarin-language campaigns to highlight immersive offerings such as cultural festivals and luxury accommodations.
• Improved Connectivity: Collaborating with airlines and travel agencies to expand direct flight routes and create attractive travel packages.

 
To ensure a seamless experience for Chinese visitors, Malaysia has introduced several visitor-friendly initiatives:

• Mutual Visa Exemption Policy: Contributed to an increase in tourism and people-to-people exchanges between the two sides.
• Language Support: Mandarin-speaking staff at major airports and key tourist locations.
• Familiar Payment Options: Integration with platforms like Alipay and WeChat Pay.
• Faster Border Processing: Streamlined immigration and customs procedures.

 
Through its high-profile partnership with ITB China 2025, Malaysia aims to boost its visibility in the Chinese outbound market and strengthen long-term tourism ties. Beyond iconic destinations, the spotlight will shine on Malaysia’s cultural richness, natural beauty, and diverse travel experiences.
 
For more Information about ITB China, visit www.itb-china.com