SHANGHAI, CHINA, October 18 – Tourism Malaysia is taking a significant step to promote Malaysia as a premier tourist destination in China by participating in the ITB China 2023 travel tradeshow at the Shanghai World Expo Exhibition & Convention Center, running from September 12th to 14th, 2023. The Malaysian delegation is led by Mr. Manoharan Periasamy, the Senior Director of the International Promotions (Asia/Africa) Division, which covers Deputy Director-General Planning. Joining Tourism Malaysia at the event are two vital partners: Penang Global Tourism and Sarawak Tourism Board.
In total, 35 organizations are participating, including 15 tour operators, 10 hotels and resorts, two state tourism agencies, three tourism associations, two product owners, two airlines, and one tourism-related service provider. ITB China is the leading B2B-exclusive trade show dedicated to the Chinese travel market, featuring selected buyers from the Greater China area. This marks Malaysia’s third participation since the show’s inception in 2017. With China’s borders reopening in February 2023, Tourism Malaysia views this show as an ideal platform for industry players to meet and strategize for the upcoming years.
Mr. Manoharan Periasamy commented on the participation, stating, “ITB China is the biggest travel trade show in China, and Malaysia is excited to be part of the show again. We are committed to showcasing Malaysia’s presence in the Chinese market and our readiness to welcome more Chinese tourists to Malaysia. Our co-exhibitors will undoubtedly leverage the pre-scheduled appointments and networking sessions to establish deeper cooperation and explore more business opportunities.”
“China is one of Penang’s most important markets, consistently ranking among the top three arrival countries in Penang. It is crucial to maintain the momentum in promoting Penang as a travel destination. To achieve this, Penang Global Tourism organized the ‘Experience Penang’ roadshow in Guangzhou and Shenzhen, which resulted in an increase in flight frequency from China. We hope that our presence at ITB China with our industry partners from Penang will showcase the versatility of Penang as a world-class destination,” added YB Wong Hong Wai, Penang State EXCO for Tourism & Creative Economy.
“We are thrilled to be back to a fully physical ITB China this year and to be able to meet up and revitalize relationships with new and established Chinese travel agents. With borders now fully open, we look forward to creating more opportunities for Chinese visitors to come to Sarawak to enjoy our variety of Culture, Adventure, Nature, Food, and Festival offerings available at all our gateways of Kuching, Sibu, and Miri,” said Mr. Suriya Charles Buas, Deputy Chief Executive Officer Integrated Marketing & Communication Sarawak Tourism Board. China remains one of the top sources of tourists for Malaysia, contributing 211,363 arrivals to the country last year.
Up to May 2023, Malaysia had received 403,121 Chinese tourists, a significant increase compared to 21,613 (+907.2%) during the same period the previous year. Malaysia’s current target is to receive 16.1 million international tourist arrivals, generating RM49.2 billion in tourism receipts, with 5 million arrivals expected to come from the Chinese market. Through its overseas offices in Beijing, Shanghai, and Guangzhou, Tourism Malaysia continues to intensify promotions in collaboration with travel agents and airlines.
The resumption of international routes and the announcement of new routes by Malaysia-based airlines and China-based airlines like Air China, Spring Airlines, and Xiamen Air have resulted in 217 flights per week connecting China and Malaysia.
