Malaysia is setting its sights on welcoming 7 million Chinese tourists annually by 2026, fueled by a surge in travel following the implementation of a mutual visa-free policy and a rise in tailored travel packages for Chinese visitors.

According to Aaron Gan Chai Heng, Director of Tourism Malaysia Shanghai, the move is part of a broader goal to achieve 35.6 million international tourist arrivals in the coming years. A key focus is on increasing direct flights from China, tapping into the Malaysia–Singapore–Thailand travel corridor to attract more multi-destination travellers.

“New flight routes are in the works, though final decisions depend on airline and airport negotiations,” Gan said, adding that seasonal charter flights from second-tier Chinese cities to East Coast gems like Semporna and Langkawi are also being considered.

Tourism Malaysia is intensifying its marketing push in China, teaming up with top online travel agencies to roll out holiday packages and digital promotions.

Since the visa-free policy took effect in December 2023, Chinese tourist arrivals have soared, reaching nearly 4 million in the first year. With China extending the visa exemption until end-2024, and Malaysia reciprocating until end-2025, the upward trend is expected to continue.

By mid-2024, Chinese arrivals had jumped 190% year-on-year, with travellers spending an average of 6,000 yuan (approx. US$820) per trip — well above average. The boost is attributed to auto-gate facilities at KLIA, streamlined entry, and a strong interest in luxury and curated travel experiences.

Beijing-based travel agency Utour reports a surge in demand. Marketing Manager Li Mengran highlighted Malaysia’s appeal to culture lovers and island hoppers alike. Top experiences include Encore Melaka Theatre, Peranakan heritage tours, and scenic beach escapes to Redang and Sipadan.

“Over 80% of our clients under 40 choose Sabah and Semporna,” said Li. “Many start with city tours and return for the islands — Malaysia has incredible repeat-visit potential.”

To further enhance the experience, Malaysia is rolling out Mandarin-speaking services and expanding access to Chinese mobile payment platforms like Alipay and WeChat Pay.

“These initiatives aim not just to boost numbers but to elevate the overall visitor experience and increase tourism spending,” Gan added.