CHINA,
15 April 2026 - Tourism Malaysia successfully concluded its Sales Mission in
Xiamen, China, marking the final destination of its multi-city engagement and
reaffirming its commitment to strengthening tourism cooperation between
Malaysia and China.
The
programme in Xiamen was officiated by Mr. Samuel Lee Thai Hung, Deputy Director
General of Tourism Malaysia. Also in attendance were three state tourism Excos:
YB Leong Yu Man (Pahang), YB Loh Sze Yee (Perak), and YB Nicole Tan Lee Koon
(Negeri Sembilan), highlighting the continued importance of bilateral tourism
ties between both countries. Dato’ Dr. Angie Ng Wai Sam, Board Member of
Tourism Malaysia, was also present during the exhibition.
A
total of 86 sellers and exhibitors participated in the mission, representing
hotels and resorts, travel agencies, product owners, government agencies, State
Tourism Organisations, MM2H representatives, financial institutions, healthcare
providers, and airlines. Presentations by the State Tourism Organisations of
Perak, Penang, Pahang, Sarawak, Selangor, and Negeri Sembilan showcased
Malaysia’s diverse and appealing tourism offerings. The event attracted
approximately 150 representatives from Chinese travel trade companies,
demonstrating sustained interest in Malaysia as a preferred destination.
In
conjunction with the programme, Mr. Samuel Lee held a series of strategic
engagements with key stakeholders, including local tourism authorities,
industry associations, and airline partners, aimed at enhancing collaboration,
addressing current challenges, and exploring opportunities to further improve
connectivity and market access.
As
the concluding destination of the Sales Mission, Xiamen marked a successful
ending of Tourism Malaysia’s efforts to strengthen partnerships, promote
integrated tourism offerings, and drive travel demand from China to Malaysia.
-Tourism Malaysia.
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