Malaysia is committed to deepening cooperation with Tuniu, a leading Chinese online travel agency, to keep Malaysia a top destination for Chinese tourists [1, 2]. Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing held talks with Tuniu management during a working visit to Shanghai in May 2026 to discuss collaborative efforts [1, 2].
Tuniu acknowledged Malaysia's natural beauty, unique culture, diverse food, and everyday experiences as key draws for Chinese travelers [1, 2]. However, the company also admitted many Chinese tourists remain unfamiliar with Malaysia. "At the same time, they were also candid in admitting that many visitors in China are still not deeply familiar with Malaysia, hence consistent and improved exposure is very important," Minister Tiong said [1]. Tuniu's 张庆信 echoed this, stating the importance of sustained and effective promotional exposure in China [2].
In 2025, Tourism Malaysia and Tuniu worked together on influencer familiarisation trips, live streams, and online campaigns that received positive feedback from Chinese audiences [1, 2]. Building on this, future marketing will emphasize content-driven approaches such as influencer live streams, on-location filming, short videos, and themed campaigns showcasing authentic Malaysian experiences to Chinese consumers [1, 2].
Food and local cuisine are major attractions, with plans for live cooking streams and food-themed promotions intended to further engage Chinese tourists [1, 2]. Discussions also included simplifying travel booking procedures via Tuniu’s platform, enhancing a Malaysia-focused section, and launching special packages that combine flights with customized tours to make travel planning easier for Chinese visitors [2].
Malaysia and Tuniu aim to maintain momentum in 2026 with these expanded marketing strategies and booking improvements to attract more Chinese tourists throughout the year [1, 2].
