PETALING JAYA: Tourism players expect steady Chinese tour group and traveller arrivals during China’s upcoming Golden Week holidays starting from Oct 1 despite economic challenges and evolving trends.
They remain optimistic about last-minute bookings due to visa-free travel, frequent flights and the ease of online bookings.
Malaysian Tourism Federation president Datuk Tan Kok Liang projected that Chinese tour group arrivals during Golden Week, from Oct 1 to 7, will be similar to last year’s, citing China’s weaker economy and a lack of new tourism products in Malaysia.
He also downplayed the impact of the ringgit’s recent strengthening against the US dollar, noting that the primary currencies used by Chinese tourists are the renminbi and ringgit, which “should not materially impact arrivals”.
“While the Chinese renminbi has fluctuated against the Malaysian ringgit in the past few months, it has generally been stable, maintaining Malaysia’s appeal to Chinese tourists seeking value-for-money experiences,” he said.
Quoting industry reports, Tan noted that outbound tourism from China is recovering robustly, with international flight bookings reaching 85% of pre-pandemic levels, a 32% increase from the previous year.
While Malaysia still attracts many Chinese tourists due to its appeal in nature, wellness, shopping and cultural experiences, Tan emphasised the need for new tourism products.
“Offering new products and experiences doesn’t mean creating something out of nothing, but improving our tourism packages and the experiences we offer. This will ensure our tourism sustainability,” he said.
He also urged the government to monitor and intervene to maintain market stability, enforce safety protocols and ensure tourists’ well-being.
Oct 1 is China’s National Day, and Oct 1 to 7 is nationwide public holidays called the Golden Week, a time when people reunite with families and take trips.
Malaysian Association of Tour and Travel Agents president Nigel Wong expected several factors, particularly the weaker Chinese economy, to result in a decline in arrivals compared to the same period last year.
However, all is not lost.
“There could be a last-minute rush, with bookings occurring just a week or even a few days before arrival.
“Visa-free travel and the ease of booking flights and hotels online often facilitate this, so we are hopeful for a positive outcome.”
Wong also observed an increase in small-group travel among Chinese tourists who book independently, often following information from social media platforms like TikTok and Xiaohongshu.
“This exposes tourists to risks such as scams and lacks the insurance, security and services needed if travel plans go awry.
“Such incidents can lead to stranded tourists and tarnish Malaysia’s reputation as a travel destination,” he said.
Wong urged the Tourism, Arts and Culture Ministry to crack down on unlicensed companies and individuals, including imposing harsher punishments to safeguard the industry and protect tourists.
Malaysian Inbound Tourism Association president Mint Leong noted increased bookings, especially for star-rated hotels in Sabah, made by free independent travellers (FIT).
“Many travellers now prefer personalised experiences and book online, often bypassing traditional tour groups.”
Leong revealed that the association has been encouraging members to adapt by offering in-depth itineraries and partnering with online travel agencies (OTAs) to capture the FIT market.
She also announced the upcoming launch of an intellectual virtual platform aimed at mitigating issues like scams and ensuring secure bookings through licensed travel agents.
“This platform, expected to be up soon, will leverage influencer marketing to reach potential tourists,” she said.
