Tourism Malaysia holds a roadshow in Xiamen on April 15 to promote "Visit Malaysia 2026". [Photo/Xiamen Tourism Association]

Tourism Malaysia held a roadshow in Xiamen on April 15 to promote "Visit Malaysia 2026" and further deepen exchanges and cooperation between China and Malaysia in the tourism sector. The roadshow has previously taken place in Guangzhou, Chongqing, and Changsha, making Xiamen its fourth stop.

"Visit Malaysia 2026" is not only a major national tourism event but also an important opportunity to showcase Malaysia's diverse culture, natural landscapes, and unique charm to the world. During the roadshow, key promotions included products related to living, studying, and wellness tourism in Malaysia, as well as a range of emerging tourism offerings covering cultural tourism, eco-tourism, agro-tourism, and MICE tourism.

The event was attended by 86 tourism-related companies and organizations from Malaysia, including Perak, Pahang, Negeri Sembilan, and Penang Global Tourism, as well as six state tourism boards including Sarawak and Selangor, along with travel agencies, hotel groups, attraction operators, and airlines, fully showcasing the diverse tourism industry chain of Malaysia.

"Xiamen and Malaysia enjoy convenient direct flights, close commercial and academic exchanges, and very similar food cultures — which is why we chose Xiamen as one of our roadshow stops," said Mr Samuel Lee, deputy director general of Tourism Malaysia. "Malaysia sincerely invites tourists from Xiamen and across China to come and experience the charm of Malaysia firsthand."

In addition, a dedicated business matching session was also held during the roadshow, providing an efficient platform for exchange and cooperation between tourism professionals from both China and Malaysia.