马来西亚旅游推广局重磅亮相ITB China 2025，开启中马旅游合作新篇章

上海，2025年5月27日 - 作为2025中国国际旅游交易会（ITB China 2025）的"国家合作伙伴"，马来西亚旅游推广局今日在上海盛大亮相。5月27日至29日期间，马来西亚代表团将向中国市场全面展示其丰富多元的旅游资源，进一步巩固其作为中国游客首选目的地的地位。

ITB China作为中国出境旅游市场的顶级B2B展会，马来西亚已连续六年参与，足见对中国市场的高度重视。今年马来西亚不仅作为官方"国家合作伙伴"重磅回归，更带来了规模空前的50家旅游机构组成代表团，创下历史新高。

代表团由马来西亚旅游、艺术和文化部部长YB Dato Sri Tiong King Sing亲自带领，马来西亚旅游推广局局长YBhg. Datuk Manoharan Periasamy陪同，包括槟城环球旅游、霹雳州旅游局、马六甲旅游、雪兰莪旅游局、沙巴旅游局和森美兰州旅游局等州级旅游局，以及马来西亚会议与展览局(MyCEB)和马来西亚我的第二家园(MM2H)等国家级机构。此外，参与的还包括关键行业参与者，如20家酒店和度假村、12家旅行社、两位MM2H代理、八位旅游产品所有者、一位医疗代表和一个协会，共同宣传马来西亚丰富多样的景点和旅游产品。

配合“2026大马旅游年(VM2026)”的目标，代表团希望通过展示新的旅行体验来增加中国游客的到来，并建立长期商业合作关系。其中亮点包括婆罗洲的生态冒险、马六甲和槟城的文化遗产之旅、豪华海滩度假村、自然休养所、美食体验以及穆斯林友好型旅行套餐。

此外，马来西亚旅游推广局强调了其强大的航空连接性和对中国人免签入境至2026年底的政策，同时以马来西亚多元民族和谐、安全性和热情好客作为吸引中国游客的主要卖点。

2024年，马来西亚接待了3800万国际游客，比2023年增长31.1%，比疫情前的2019年水平上升8.3%。仅2025年前四个月，就已有1340万人次抵达，较去年同期增长21.0%。特别值得一提的是，中国游客数量达到140万，同比增长37.8%。因此，马来西亚设定了2025年接待4500万国际游客的目标，预计收入将达到2700亿令吉。

这种显著的增长预计将为马来西亚GDP做出重大贡献，并支持更广泛的旅游业复苏和可持续发展目标。在马来西亚MADANI愿景的引领下，马来西亚旅游推广局将继续致力于提供高质量的旅行体验，加强与中国旅游业者的合作，确保马来西亚在中国游客心中保持顶尖地位。

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关于马来西亚旅游推广局

马来西亚旅游推广局，简称马来西亚旅游局，是旅游、艺术与文化部下属的一个机构，致力于将马来西亚打造为全球优选旅游目的地。自成立以来，它已成为国际旅游业中的一个重要角色。即将于2026年举办的“大马旅游年”，也将以可持续发展为核心，积极响应联合国可持续发展目标。

TOURISM MALAYSIA SHOWCASES NATION’S TOURISM STRENGTH AT ITB CHINA 2025

SHANGHAI, 27 May 2025 – As part of its ongoing promotional efforts to position Malaysia as a preferred tourist destination for Chinese travelers, Tourism Malaysia will be participating at Internationale Tourismus-Börse China (ITB) China 2025, held in Shanghai from 27 to 29 May. ITB China is a premier B2B-exclusive trade show focused on the Chinese outbound travel market which serves as a pivotal platform for destinations worldwide to engage with Chinese travel agencies, airlines, digital platforms, and tourism stakeholders. This initiative also echoes the values of Malaysia MADANI, fostering international collaboration through tourism.

Malaysia’s participation in ITB China for the sixth consecutive year underscores the country’s long-standing commitment to the China market and its significance as one of Malaysia’s top tourism source countries. This year, Malaysia is also proud to serve as the Country Partner for ITB China 2025—further solidifying bilateral tourism cooperation and visibility on the global stage.

The Malaysian delegation is proudly led by YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, together with YBhg. Datuk Manoharan Periasamy, Director General of Tourism Malaysia, accompanied by a strong representative of 50 organisations. These include state tourism boards such as Penang Global Tourism, Tourism Perak, Tourism Melaka, Tourism Selangor, Sabah Tourism Board and Tourism Negeri Sembilan, as well as national agencies like the Malaysia Convention & Exhibition Bureau (MyCEB) and Malaysia My Second Home (MM2H). Also participating are key industry players including 20 hotels and resorts, 12 travel agencies, two MM2H agents, eight tourism product owners, one medical representative and one association, all coming together to promote Malaysia’s wide array of attractions and tourism offerings.

Aligned with the goals of Visit Malaysia 2026 (VM2026), the delegation aims to increase Chinese visitors arrivals by showcasing new travel experiences and forge long-term business partnerships. Among the highlights promoted are eco-adventures in Borneo, cultural heritage trails in Melaka and Penang, luxury beach resorts, nature retreats, gastronomic experiences, as well as Muslim-friendly travel packages.

Tourism Malaysia also emphasizes Malaysia’s strong air connectivity alongside the visa-free entry for Chinese nationals until the end of 2026 with the country’s multi-ethnic harmony, safety and hospitality as the main selling points for Chinese travelers.

In 2024, Malaysia welcomed 38 million international visitors, marking a 31.1% increase compared to 2023 and an 8.3% rise over pre-pandemic 2019 levels. This positive trend continued in this year, with January to April alone recording 13.4 million arrivals, a 21.0% increase compared to the same period in 2024.

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 visitor arrivals to Malaysia in 2025, is set at 45 million visitors with an expected revenue of RM270 billion generated from visitors expenditure.

This growth is poised to contribute significantly towards Malaysia’s GDP and support the broader goals of tourism recovery and sustainable economic development. Hence, driven by the Malaysia MADANI vision, Tourism Malaysia remains committed to delivering authentic, high-quality travel experiences, and will continue to work closely with industry partners in China to ensure that Malaysia remains a top-of-mind destination among Chinese travelers.

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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).