On June 30, the “Magnificent Guangxi” – 2025 Guangxi Culture and Tourism Promotion Conference was successfully held in Kuala Lumpur, Malaysia. The event was attended by Mr. Hu Fan, Vice Chairman of the People’s Government of Guangxi Zhuang Autonomous Region; Mr. Zheng Xuefang, Minister of the Embassy of the People’s Republic of China in Malaysia; and YBhg. Dato’ Shaharuddin bin Abu Sohot, Secretary General of the Ministry of Tourism, Arts and Culture Malaysia, who all delivered speeches. Representatives from the cultural, tourism, and media friends of both China and Malaysia gathered to explore new opportunities for cultural and tourism cooperation.

Mr. Hu Fan noted that Guangxi, as China’s frontier in opening up to ASEAN, has maintained close ties with Malaysia in the cultural and tourism sectors. With the implementation of mutual visa exemption policies, bilateral exchanges are increasing rapidly. He extended a sincere invitation for Malaysian friends to experience the unique charm of “Magnificent Guangxi” in person.

His Excellency Zheng Xuefang highlighted that Guangxi is the only province in China that shares both land and maritime borders with ASEAN countries, and enjoys a solid foundation for cooperation with Malaysia. As 2025 marks the “Guangxi Tourism Year,” a wide range of tourism products and preferential services have been launched to welcome Malaysian visitors to discover the region’s breathtaking natural and cultural beauty.

YBhg. Dato’ Shaharuddin bin Abu Sohot emphasized the deepening cultural and tourism cooperation between China and Malaysia. He affirmed that the promotion event not only showcased Guangxi’s appeal but also reflected the joint commitment to building bridges for cultural exchange. Malaysia fully supports the “2025 Guangxi Tourism Year” initiative.

During the event, three themed travel routes—”Cool Summer Escape,” “Mystic Landscapes Exploration,” and “Wellness and Leisure Getaway”—were launched for Malaysian tourists. A bilateral signing ceremony between Chinese and Malaysian travel enterprises was also held. Guangxi Guilin Jinyi International Travel Agency signed a charter flight cooperation agreement with Malaysia Pinnacle Travel & Tours Sdn Bhd, with the first group of 178 Malaysian tourists scheduled to depart for Guangxi on July 3.

The Guangxi Ethnic Orchestra gave a captivating performance, including the soprano solo “Guangxi Ni De Ya”, the ethnic instrumental ensemble “Beautiful Zhuang Brocade”, and the new folk music piece “Songs of Sister Liu”, showcasing Guangxi’s rich ethnic culture and artistic vitality.

Following the promotion, business representatives from both countries engaged in in-depth discussions on resource development, itinerary design, and mutual tourist exchange, aiming to further expand cooperation and enhance the quality and diversity of tourism services.

In recent years, cultural and tourism exchanges between Guangxi and Malaysia have grown increasingly robust. In 2024, Guangxi received 141,800 Malaysian tourists—a year-on-year increase of 258.1%. In the first five months of 2025 alone, 54,000 Malaysian tourists visited Guangxi, making Malaysia Guangxi’s top overseas tourist source.

As a key overseas promotional event of the “2025 Guangxi Tourism Year,” this promotion has established a new platform for bilateral cooperation in culture and tourism. Guangxi will continue to enhance its tourism offerings, deepen cultural-tourism integration, and promote further cultural and artistic exchanges and industrial collaboration between China and Malaysia.