Asia's most loved country targets 7 million Chinese tourists by 2026

To meet this target, Malaysia plans to increase direct flights connecting various Chinese cities, Aaron Gan Chai Heng, director of Tourism Malaysia in Shanghai, said as reported by New Straits Times.

The country will also ramp up targeted marketing campaigns in China to promote its attractions and collaborate with major Chinese online travel agencies to offer exclusive travel packages, he added.

Tourism, Arts, and Culture Minister Datuk Seri Tiong King Sing has encouraged more Chinese visitors to explore Malaysia's rich cultural heritage and diverse landscapes.

The state visit of Chinese President Xi Jinping to Malaysia from April 15-17 is expected to pave the way for deeper bilateral cooperation in tourism, Tiong said, as quoted by The Star.

Mint Leong, president of the Malaysian Inbound Tourism Association, added that a permanent visa-free policy between Malaysia and China would further boost tourist arrivals.

She emphasized the importance of regularly introducing new attractions to keep the experience fresh for repeat visitors, noting the rising popularity of agrotourism, particularly visits to durian orchards, among Chinese travelers.

Malaysia, named Asia's most loved country in 2024 by the American finance website Insider Monkey, welcomed 3.29 million Chinese tourists last year, a significant increase from the previous year, making China the third-largest source of visitors after Singapore and Indonesia.

China was the second-largest source of visitors to Malaysia during the first two months of this year.

Malaysia introduced a 30-day visa-free entry policy for Chinese citizens in December 2023 and has extended the scheme until 2026.