Tourism Malaysia Sends Delegation to China – Targeting Boosted Arrival Numbers

Tourism Malaysia, in collaboration with State Tourism Bodies and the Malaysia Inbound Chinese Association (MICA), is undertaking a mission to explore second-tier cities in China from March 18th to 25th, 2024. The delegation, led by Mr. Lee Tai Hung, Tourism Malaysia’s Deputy Director General (Promotion II), will visit Dalian, Shenyang, Changchun, and Harbin. Accompanying him are key officials such as YB Dato’ Ng Suee Lim and YB Nicole Tan, along with 52 organisations representing airlines, hotels, resorts, travel agents, and tourism product owners of the likes of The George Penang by the Crest Collection. Other heritage hotels in Penang can be expected to be represented by this delegation as well.

This initiative is part of a broader strategy to attract more Chinese tourists, supported by the recent 30-day visa-free travel policy starting December 1, 2023. The mission follows successful sales efforts in 2023, which generated significant revenue and publicity. China remains a crucial market for Malaysia, contributing over 1.47 million arrivals last year, marking a 593.4% increase from 2022. Malaysia targets 27.3 million international tourist arrivals in 2024, with 5 million expected from China.