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Malaysia Reports 4.7 Million Chinese Visitors in 2025, Runs Digital Campaign for 2026
Chinese arrivals rose 25 percent last year, making China Malaysia's second-largest source market. Tourism Malaysia is promoting the Visit Malaysia 2026 campaign through short videos and social platforms.
South China Morning PostAudio version
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Malaysia recorded 4.7 million Chinese visitor arrivals in 2025, a 25 percent increase from 3.7 million the previous year, South China Morning Post reported. China ranked as the country's second-largest source market. Tourism Malaysia is running its Visit Malaysia 2026 campaign in China with digital marketing, key opinion leader collaborations, short-video content and themed initiatives.
The agency is using platforms including RedNote, Douyin and Weibo to reach high-end luxury travelers and young independent travelers. Tourism Malaysia stated that campaign implementation and scale remain subject to the annual budget allocation approved for the year. It did not disclose spending on China-facing promotions or influencer activities.
Promotional efforts focus on both the travel trade and consumers. They include collaborations with airlines, travel agents, hotels and other partners, plus direct outreach through online platforms and offline activities.
Transparency
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