From tropical escapes and cultural experiences to long-term stays, Malaysia showcased its diverse tourism offerings to representatives of Shandong's travel industry in Jinan on Oct 19, seeking to build business partnerships and attract more Chinese visitors.

More than 300 representatives from Shandong's tourism sector attended the event, the final stop of Tourism Malaysia's Malaysia Sales Mission to China, held from Oct 12 to 19. The roadshow also visited Beijing, Zhengzhou in Henan province, and Wuxi in Jiangsu province.

Led by Lee Thai Hung, deputy director-general of Tourism Malaysia, the delegation comprised 72 tourism-related companies and organizations, including travel agencies, hotel groups, attraction operators, and representatives of the Malaysia My Second Home (MM2H) program.

The event showcased Malaysia's diverse tourism offerings, including leisure travel, ecotourism, cultural attractions, cuisine, wellness retreats, luxury experiences, long-term stays, and business events such as conferences and exhibitions. Discussions also explored the MM2H program, which provides another avenue for people interested in spending extended periods in Malaysia.

Business-matching sessions brought Malaysian suppliers face to face with tourism businesses from Jinan and across Shandong. Participants exchanged insights on market demand, travel itineraries, product development, visitor flows, and marketing strategies, exploring opportunities to tailor tourism packages to Chinese travelers and strengthen cooperation between the two markets.

The latest event followed promotional events in Guangzhou, Chongqing, Changsha, and Xiamen in April. By connecting Malaysian tourism providers with regional Chinese partners, the initiative seeks to lay the groundwork for new business partnerships and greater two-way travel.

More than 300 representatives from Shandong's tourism sector attend Tourism Malaysia's sales mission in Jinan. [Photo/Shenghuobang]

Representatives from Malaysia and Shandong hold business-matching sessions to explore tourism cooperation opportunities. [Photo/Shenghuobang]