Recognising China as a vital source market for Malaysia’s tourism industry, the Islamic Tourism Centre (ITC) and the Bumiputera Travel and Tour Association Malaysia (BUMITRA Malaysia) came together to organise the “Huanying Lai Malaysia! Discovery Familiarisation Trip”.
The week-long programme, held from 6 to 12 October 2025, brought together 77 influential Chinese delegates, including business owners, travel agents, community leaders and social media influencers from 13 provinces, for an immersive exploration of Malaysia’s diverse tourism experiences.
Through a carefully curated itinerary, participants discovered Malaysia’s rich blend of culture, nature and hospitality, experiencing first-hand how the country’s inclusive tourism ecosystem caters to travellers of all backgrounds. The initiative concluded with an Appreciation Ceremony and networking dinner at the Seri Pacific Hotel on 11 October 2025, celebrating the success of this meaningful exchange.
MOTAC’S UNDIVIDED SUPPORT
This collaborative effort reflects Malaysia’s ongoing commitment to deepening engagement with the Chinese market while creating broader opportunities for Small and Medium Enterprises (SMEs), local communities and tourism operators, in line with the MADANI Economy framework that promotes inclusive and sustainable national growth.
“This initiative is a testament to Malaysia-China diplomatic ties, which officially began over 50 years ago. Globally, the Chinese tourist market is highly sought after by renowned destinations. Through this familiarisation trip, we are strengthening our tourism ties with China while building confidence among travellers and deepening invaluable people-to-people connections between our two nations,” said Datuk Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture (MOTAC).
“By experiencing Malaysia first-hand, these influential participants are now better positioned to share authentic insights on the country’s attractions with Chinese travellers, directly supporting Visit Malaysia 2026 (VM2026) objectives and reinforcing Malaysia’s position as a welcoming and comfortable destination for all.”
Huanying Lai, Malaysia! Discovery Familiarisation Trip explored destinations across Kedah, Kuala Lumpur, Perak, Putrajaya, and Selangor.
- Masjid Putra, Putrajaya
- Sekinchan Paddy Field
- Kuala Lumpur Craft Complex, Kuala Lumpur
- Masjid Sultan Salahuddin Abdul Aziz Shah, Selangor
- Cultural Night at Bagan Datuk, Perak
- Sungai Batu Kedah Tua, Kedah
- Gunung Jerai, Kedah
- Menara Alor Setar
- Istana Pelamin, Kedah
- Muzium Padi, Kedah
- Shopping experience at Pekan Rabu, Kedah
- Masjid Zahir, Kedah
This FamTrip is the first-ever collaboration between BUMITRA Malaysia and the Islamic Tourism Centre (ITC). It holds special significance, introducing a new agenda and dimension to Malaysia’s tourism landscape. For this FamTrip, our focus is on the Chinese market.
“Through this initiative, we hope to encourage greater interest and participation from China in Malaysia’s growing ecotourism and agrotourism sectors. The delegation this time comprises participants from various backgrounds, including industry players, social influencers and community leaders. Beyond their visit, we see them as key advocates who will help promote Malaysia’s tourism destinations within their respective provinces.
“We hope that through this collaboration, and in conjunction with Visit Malaysia 2026 (VM2026), we will be able to attract even more international tourists to experience the beauty and diversity of Malaysia’s tourism industry.”
– Dr Wan Muhamad Adam Wan Norudin, BUMITRA Malaysia President.
“Today’s B2B session was quite enjoyable, as many of our FamTrip participants came eager to learn more about the tour packages we offer. During this FamTrip, we travelled across the northern region of Malaysia, covering Kuala Lumpur, Selangor, Perak and Kedah.
“Through this session, we aimed to introduce other tourism elements such as island destinations and theme parks. Some participants showed great interest in theme parks, as they expressed plans to bring their families along on future visits.
“Having the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) certification is truly an advantage for us. It provides assurance and confidence to our customers about our products.”
– Zaiziyanti Sarip, Assistant Manager, Tour Department, TH Travel & Services.
“This trip has been enjoyable. Bagus. I really love Malaysia. For me, Malaysia is such a beautiful country.
“If I have free time, I hope to come back with my family next month. Malaysia’s culture is fascinating, and I like it very much. The food is also good, especially the fish dish, which was really delicious. Malaysian people are also so friendly and kind.”
– Lan Renbao, Fam Trip Participant from Haikou City, Hainan Province.
“I think this trip is very special because it’s actually my first time joining a trip like this in Malaysia. The last few times I came here, it was to visit friends and travel together, but this time it’s completely different. The experience felt very new and meaningful to me.
“We visited many places from Kuala Lumpur to the north and back again. It was such a unique journey, and I discovered many new things, truly enjoying every part of it.
“We also went to Ipoh, which is not a usual destination for many Chinese visitors. Most of us usually go to Kuala Lumpur or Sabah, so exploring Ipoh and the northern region was a refreshing change. The scenery there was so beautiful and unique that I’m already thinking of bringing my parents to visit next time.”
– Liu Sijia, Fam Trip Participant from Shaanxi Province.
