Vice-Minister of Culture and Tourism of the People’s Republic of China, Gao Zheng

Director of Department of Culture, Arts, Tourism and Sports, Kuala Lumpur City Hall, Mr Naquib bin Hamdan

The conference featured policy announcements, business matchmaking, cooperation agreements, resource promotions, exhibitions, and site inspections. During the event, the Beijing Municipal Government released the Beijing Inbound Tourism Service Optimization Special Action Plan and launched ten themed “New Discoveries in Beijing” inbound tourism routes, aiming to support Beijing’s development into a global tourism destination and a top choice for inbound travel to China.

More than 270 travel trade representatives from over 40 countries and regions, as well as representatives from international organizations such as the Pacific Asia Travel Association (PATA), the World Tourism Cities Federation (WTCF), and the World Cities Culture Forum (WCCF), attended the opening ceremony. As one of China’s key ASEAN source markets, the China Cultural Centre in Kuala Lumpur organized a delegation of 19 Malaysian travel agency representatives to participate in the event in Beijing.

In response to current trends in inbound tourism—such as increasing demand for independent travel, personalization, and in-depth experiences—the organizers introduced ten themed “New Discoveries in Beijing” inbound routes. Tailored packages were also launched for short-term visitors and those entering under visa-free transit policies, offering half-day and full-day tour products focused on cultural heritage, theme parks, culinary shopping, and artistic and trendy experiences.

As 2026 marks the Malaysia Year of Tourism, the Beijing Municipal Bureau of Culture and Tourism signed a memorandum of cooperation with the cultural and tourism authorities of Kuala Lumpur. The two sides plan to strengthen collaboration in areas such as joint promotion and cultural events.