Tourism Malaysia expands sales mission in China to four more cities

The focus expanded beyond leisure tourism to niche markets such as the Malaysian Second Home (MM2H) programme.

Malaysia Tourism Board continued its second sales mission to China this year in four major cities. The sales mission started in Changsha city, followed by Chengdu, Lanzhou and Xi’an.

This mission was led by His Excellency. Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture. The Malaysian delegation that participated in this sales mission comprised 58 organizations including representatives from hotels and resorts, travel agents, tourism product owners, Malaysia-based airlines and state tourism boards.

The second part of Tourism Malaysia’s sales mission to China was a continuation of its 2023 promotion program for the Chinese market. Tourism Malaysia launched its first sales mission to China soon after borders reopened in February. The first sales mission was conducted from April 6 to 15, 2023, covering Guangzhou, Beijing, Shanghai, and Xiamen.

We believe that apart from building confidence for Chinese tourists to come back to Malaysia, this sales mission will provide a platform for the industry community to come together, exchange ideas and come back even stronger. I hope. We are always looking for further collaborations to help more tourists enjoy the wonders and fun of Malaysia.” says His Excellency. Khairul Firdaus Akbar KhanDeputy Minister of Tourism, Arts and Culture.

Through this sales mission, Tourism Malaysia will step up its marketing efforts in China through business sessions, seminars and networking to target the leisure market, niche segments, We especially aim to focus on promoting Malaysia. My Second Home (MM2H) Program.

China remains one of Malaysia’s biggest market sources, bringing in 211,363 arrivals last year. From January to May 2023, Malaysia welcomed 403,121 Chinese tourists, compared to 21,613 (907.2% increase) in the same period last year.

Tourism Malaysia continues to strengthen its promotions through its overseas offices in Beijing, Shanghai and Guangzhou, collaborating with travel agents and airlines. With the resumption and announcement of new international flights by Malaysia-based airlines and China-based carriers such as Xiamen Airlines and Air China, there are now 214 weekly flights between China and Malaysia.


Vicky is the co-founder and editor-in-chief of the TravelDailyNews Media Network. She is also responsible for day-to-day operations and financial policy. She holds a Bachelor’s degree in Tourism Business Management from the Athens University of Technology and a Master of Business Administration (MBA) from the University of Wales. She has many years of experience in the travel industry, both academic and industry. She has written/edited numerous articles in various tourism magazines.


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