MALAYSIA is actively positioning itself as a top destination for Chinese tourists through its Visit Malaysia 2026 campaign, aiming for seven million arrivals.
Travellers like 32-year-old engineer Jane Lyu are discovering lesser-known spots like Putrajaya’s Putra Mosque through mainland apps like Weibo, Douyin, and RedNote, reported South China Morning Post.
According to Asia travel market analyst Gary Bowerman, Malaysia Inbound Chinese Association president Sam Huang, Malaysian Association of Tour and Travel Agents president Angie Ng as well as Pear Anderson tourism consultancy director Hannah Pearson, and other industry leaders, Malaysia is well-prepared to welcome a surge in Chinese tourists.
They cited the country’s strong cultural affinity, with 22% of its population being ethnic Chinese and Mandarin widely spoken, making it easier for visitors to communicate. Malaysia also enjoys strong connectivity, with 871 weekly flights linking 30 Chinese cities as of early 2026.
In addition, visa-free entry and expanded fresh durian trade agreements have boosted its appeal, while the country is increasingly seen as a safer and more affordable destination than regional competitors such as Thailand.
On cultural appeal and diversity, Bowerman said: “This is comparatively rare in Asia, and young Chinese tourists are eager to learn more about a country that has strong ethnic Chinese history and traditions but which are integrated with Malay and Indian cultures and sensibilities.”
For Ng, different tourists have different demands. Many tourists visit Penang for durian tours. Many people go to Terengganu for island tours.
She said motivations for visiting diverged along generational lines, with older travellers seeking history and culture, while younger visitors gravitated towards Instagrammable islands, diving and cuisine.
But a love of “makan-makan”, the playful Malay phrase for eating, unites most Chinese visitors, while durian has become the clearest emblem of this voracious appetite.
Ng added: “The local operators still benefit, and the hotels also benefit,” on whether Chinese booking platforms absorb all the profit.
Furthermore, Wong believes, “Everything from restaurants to retail outlets and hotels as well,” also benefits from the arrival of Chinese tourists. — June 27, 2026
