From September 5 to 7, the China Cultural Centre in Kuala Lumpur, together with the culture and tourism departments of Sichuan, Chongqing, Hubei, Jiangsu, Zhejiang and Fujian, jointly presented the “Nihao! China” booth at the 57th MATTA Fair. A special feature of the booth was the “Bashu Cultural and Tourism Corridor,” which brought together promotional themes such as “Sichuan Ease,” “Picturesque Zhejiang,” “Refreshing Fujian,” “Charm of Jiangsu,” “Nihao! Chongqing,” and “Hubei, Home to wonders.” During the exhibition, Sichuan, Hubei, Jiangsu and Zhejiang also held dedicated culture and tourism promotion sessions.

The booth offered a diverse array of attractions, including live Wudang Kungfu performances, interactive intangible cultural heritage experiences with West Lake silk umbrellas, and panda-themed stamping and graffiti activities. Visitors also enjoyed Hubei tea art demonstrations and showcases of intangible cultural heritage such as Chu incense. These programs highlighted the rich and diverse charm of Chinese culture. In addition, the booth introduced Malaysia’s public to China’s latest inbound tourism policies and promoted a range of distinctive travel routes and quality tourism products, further strengthening people-to-people ties and inspiring Malaysian tourists’ enthusiasm to visit China.

The 57th MATTA Fair concluded successfully at the Malaysia International Trade and Exhibition Centre (MITEC). Boosted by the long weekend and public holiday, the event saw a surge of visitors from the very first day. This edition of the fair reached a record-breaking scale, gathering 334 exhibitors and 2,049 booths, once again earning recognition from the Malaysia Book of Records as the country’s largest consumer travel fair. On site, major travel agencies and airlines rolled out exclusive deals and limited-time discounts, attracting enthusiastic bookings for travel in the fourth quarter of this year and into next year. With the continued positive impact of the visa-free policy, China remained one of the most sought-after destinations at the fair.