The “Nihao! China” Travel Fair 2025 Successfully Held in Malaysia
From June 13 to 15, 2025, the “Nihao! China” Travel Fair 2025 was successfully held in Kuala Lumpur, Malaysia. The event was organized by the Malaysia-China Folklore Culture Tourism Association under the guidance of the China Cultural Centre in Kuala Lumpur, with support from the Embassy of the People’s Republic of China in Malaysia, the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), and Tourism Malaysia. Over three days, the fair attracted more than 80,000 visitors and generated approximately RM75 million in sales.
Covering an exhibition area of around 3,000 square meters, the fair featured 209 booths, showcasing prominent participants such as the China Cultural Centre in Kuala Lumpur, Air China, Shenzhen Airlines, Air Macau, China Eastern Airlines, Shanghai Airlines, China United Airlines, China Southern Airlines, Xiamen Airlines, Bank of China, UnionPay, China Mobile, along with dozens of local travel agencies. Tailored specifically for the Chinese tourism market, the fair highlighted high-quality travel packages, combining cultural promotion, interactive experiences, gourmet delicacies, and trendy consumer offerings. It served as a vibrant platform for destinations, airlines, travel companies, financial service providers, and other industry players to connect, promote, and negotiate business. Visitors who purchased packages also stood a chance to win flight ticket giveaways.
The opening ceremony on June 13 drew over 3,000 attendees, including Dato’ Yeoh Soon Hin (Deputy Chairman of Tourism Malaysia), Minister Counsellor Zheng Xuefang from the Chinese Embassy in Malaysia, Hua Yujie (Deputy Director-General of the Department of Culture and Tourism of Liaoning Province), YB Nicole Tan Lee Koon (Exco of Tourism, Arts and Culture, Negeri Sembilan), Tsai Yi-Lin (CEO of Tourism Selangor), Han Ning (Director of the China Cultural Centre in Kuala Lumpur), Datin’ Sri Penny Liao (President of the Malaysia-China Folklore Culture Tourism Association), as well as government officials, industry representatives, and media professionals.
Speaking on behalf of Malaysia’s Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, Dato’ Yeoh Soon Hin highlighted the continued growth in China-Malaysia tourism and cultural exchange. He recognized China as one of Malaysia’s most promising source markets and expressed full support for the “Nihao! China” Travel Fair as an important platform for strengthening bilateral tourism ties and cultural exchange. He noted that this year’s expanded exhibition scale and rich content—particularly the strong presence of Liaoning Province as Host Province—provided Malaysian audiences with a deeper, more diverse understanding of Chinese destinations.
Zheng Xuefang emphasized China’s vibrant tourism industry and the strong recovery of its inbound tourism sector. He welcomed Malaysian travellers to explore China, noting that China has introduced a range of new visa facilitation and travel-friendly policies for foreign visitors. The Chinese Embassy will continue to support the “Nihao! China” Travel Fair as a key platform to promote inbound tourism policies and deepen bilateral cooperation.
Hua Yujie, representing the Host Province Liaoning Province, shared the region’s rich cultural heritage, scenic beauty, and vibrant local customs. Highlighting Liaoning’s high-speed rail accessibility, four-season appeal, and cultural depth, he extended an open invitation to Malaysian tourists to experience the province’s unique charm under the slogan “Where Mountains and Seas Embrace, Find Tranquility in Liaoning.” He stressed that the fair offered a timely opportunity to enhance pragmatic cooperation between Liaoning and Malaysian tourism stakeholders, contributing to deeper people-to-people exchanges under the Belt and Road Initiative.
Datin’ Sri Penny Liao described the travel fair as both a reflection of the 50 years of Malaysia-China friendship and a milestone as the two nations enter a new “Golden 50 Years.” She noted that government support provided policy guidance and resources, while civil organizations brought agility and execution to ensure effective cultural and tourism promotion. She emphasized that this multi-stakeholder collaboration—between government, civil society, and the private sector—was the key to the fair’s success. She also revealed that the organizers plan to collaborate with more provinces in China to invite Malaysian tourism institutions and media representatives for in-depth visits, while exploring innovative cross-sector models such as “Tourism + Education,” “Tourism + Technology,” and “Tourism + Wellness” to inject new momentum into bilateral cooperation.
During the fair, the Liaoning Department of Culture and Tourism held a dedicated promotion session. Yang Chunguang, Deputy Director of the Public Services Division, introduced Liaoning’s spectacular natural landscapes, rich historical sites, and diverse tourism offerings. Representatives from Liaoning Kanghui International Travel Agency and Shenyang Orange International Travel Agency promoted several inbound tourism products tailored to the Malaysian market, featuring cultural immersion, winter tourism, and coastal holidays—earning high praise from Malaysian tourism professionals.
Liaoning also brought live cultural performances and experiential exhibits to the fair. The province’s showcase included vibrant ethnic music and dance performances, a cultural-heritage area where visitors could observe traditional sugar art and candy blowing, and immersive experiences ranging from exploring the grandeur of Dalian’s coastlines and Panjin’s red beaches to the historical elegance of the Shenyang Imperial Palace and creative exhibits from the Liaoning Provincial Museum. The presence of mascots from Dalian Laohutan Ocean Park further engaged the public, offering delightful photo opportunities and enhancing the festive atmosphere.
