Malaysia has recorded a significant increase in arrivals of Chinese tourists, driven by policies introduced under the Visit Malaysia 2026 (VM2026) campaign and measures aimed at making travel to the country more convenient, according to a Malaysian tourism official.
The growth is expected to continue beyond the campaign period as Malaysia strengthens its position as a leading destination in the ASEAN region. Chinese tourist arrivals have shown particularly strong growth during the summer holiday season this year, highlighting the increasing appeal of Malaysia among Chinese travellers.
Lee Thai Hung, Deputy Director-General (Promotion II) of Tourism Malaysia, said tourist exchanges between Malaysia and China were continuing to expand, with key policy measures now producing tangible results.
Speaking to Xinhua on the sidelines of a recent media networking event, Lee said the mutual visa exemption policy promoted by the leaders of Malaysia and China had continued to generate positive benefits and contributed to the growth in tourist exchanges between the two countries.
Visa Exemption Policy Strengthens Tourism Exchanges
According to the Malaysian official, the implementation of the mutual visa exemption policy has helped make travel between Malaysia and China more convenient, supporting greater movement of tourists between the two countries. The policy has also contributed to Malaysia’s efforts to attract more Chinese visitors as the country prepares for the VM2026 campaign. The increase in arrivals reflects the impact of improved travel facilitation and growing people-to-people exchanges between Malaysia and China. Tourism authorities expect the positive momentum to continue as more Chinese travellers consider Malaysia for holidays, cultural experiences and leisure travel.
Air Connectivity Expected to Improve
Improved air connectivity is another key factor supporting the recovery of tourism between Malaysia and China. Lee said efforts to restore and expand air connectivity were progressing steadily. However, some flight operations had been temporarily affected by the conflict in the Middle East, creating disruptions to certain air routes. The tourism industry generally expects flight services to improve after September, with air capacity gradually recovering. Improved connectivity is expected to provide additional support for the growth of Chinese tourist arrivals and strengthen Malaysia’s accessibility as an international destination.
Digital Payments Make Travel Easier for Chinese Visitors
Malaysia has also taken steps to improve the travel experience for Chinese tourists by expanding payment convenience across the country. According to Lee, WeChat Pay and Alipay are now widely accepted in Malaysia, while the UnionPay payment network has achieved extensive coverage nationwide. The availability of familiar digital payment platforms is expected to make travel easier for Chinese visitors, allowing them to pay for accommodation, shopping, dining, transport and other tourism services more conveniently.
Tourism Malaysia Strengthens Media and Trade Engagement
The media networking event was organised by Tourism Malaysia, which operates under the Ministry of Tourism, Arts and Culture. The event forms part of Tourism Malaysia’s broader strategy to strengthen relations with international media and tourism industry partners in support of the VM2026 campaign. The campaign is planned to be extended into 2027, reflecting Malaysia’s continued efforts to sustain the momentum generated through its tourism promotion initiatives. A 55-member delegation participated in the networking programme, comprising media professionals, travel agents, key opinion leaders and marketing representatives from Tourism Malaysia’s overseas offices.
Malaysia Strengthens Position as a Leading ASEAN Destination
The increase in Chinese tourist arrivals highlights Malaysia’s growing appeal in the competitive Southeast Asian tourism market. With visa facilitation, improved air connectivity, convenient digital payment systems and coordinated tourism promotion, Malaysia is seeking to strengthen its position as a preferred destination for Chinese travellers.
The expected continuation of these initiatives beyond the VM2026 campaign could help sustain tourist arrivals and deepen tourism cooperation between Malaysia and China. The development also reflects the broader recovery and expansion of regional tourism as countries compete to attract international visitors through easier travel procedures and improved visitor experiences.
