PUTRAJAYA: To capture a bigger slice of the Chinese market, Tourism Malaysia has lined up joint promotion programmes with travel partners and airlines using the matching grant for international and charter flights (GSPC) to promote Malaysia as a top tourist destination.
The GSPC aims to increase accessibility, flight frequency and seat capacity in Malaysia through chartered flights, existing (scheduled flights) and the development of new routes.
According to Tourism Malaysia director-general Manoharan Periasamy, this matching grant also complements the existing network of flights offered by other carriers to increase tourist traffic between Malaysia and China.
He said Malaysia wants to become the “top-of-mind” destination for Chinese travellers.
However, Tourism Malaysia is unable to disclose details.
Manoharan added that “an exciting development” will come, which would see the introduction of a new route from Nanjing to Kuala Lumpur.
China Southern Airlines has also started offering daily flights from Zhengzhou in the Xi’an Region to Kuala Lumpur, boosting the current 408 weekly flights between China and Malaysia, he said.
Manoharan said there has been an aggressive marketing push since China’s borders reopened in February last year.
“We have organised roadshows and sales missions to explore opportunities in targeted cities,” he added.
For instance, said Manoharan, a series of sales missions took off in first-tier cities like Guangzhou and second-tier northern cities like Dalian.
The focus on the Chinese market is not just on the quantity of tourists but also on the quality of their experience, he noted.
“We emphasise promotions through seminars and networking sessions, focusing particularly on the leisure market and niche segments such as education tourism, Muslim-friendly tourism and MM2H programmes.”
In the second half of this year, 10 new routes are expected to be introduced from China to Kuala Lumpur and Penang, and another four charter flights from China to Kuala Lumpur, Penang, Johor and Sabah, said Manoharan.
According to Tourism Malaysia, from July to September, nine new routes will be introduced, including Shenzhen to Penang, Yantai to Kuala Lumpur, Shanghai to Penang, Ningbo to Kuala Lumpur, Haikou to Kuala Lumpur, Hangzhou to Kuala Lumpur, and Hong Kong to Penang.
Manoharan said China continues to be one of Malaysia’s top market sources.
There had been 955,696 arrivals from China from January to April. This was a 231.9% growth compared to the same period last year.
Manoharan said last year, Chinese tourists brought in RM8.8bil in tourism receipts, with shopping and airline expenses being the top items.
Looking ahead, he said Malaysia is targeting 27.3 million international tourist arrivals with RM102.7bil in tourism receipts this year, with an ambitious goal of five million arrivals from China alone.
The reciprocal visa-free policy for Chinese travellers and the extension of visa exemption are expected to bolster travel.
“Through our overseas offices, Tourism Malaysia will continue to intensify promotions alongside travel agents and airlines in gearing up for Visit Malaysia Year 2026,” Manoharan said.
