Malaysia’s commitment to strengthening cultural and tourism ties with China continues to grow through targeted initiatives that promote meaningful exchanges.
Building on past successes, the Islamic Tourism Centre (ITC) once again partnered with the Malaysian Inbound Chinese Association (MICA) to organise the second China Muslim Cultural Exchange Familiarisation Trip, held from 5 to 11 February 2025.
This follows the success of the first edition in January 2024, which brought 58,000 Chinese Muslim tourists to Malaysia and generated RM92.8 million in tourism receipts between February and March 2024.
Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture (MOTAC), commended the initiative, describing it as a model effort that aligned with the objectives of Visit Malaysia 2026 (VM2026).
He highlighted that the programme supported the target of 35.6 million incoming tourists and RM147.1 billion in tourism receipts.
“It is a vision that can only be realised through the dedication of stakeholders in the tourism industry, ensuring that Malaysia continues to shine brightly on the global stage,” Tiong elaborated.
Reflecting on the broader impact of this initiative, MOTAC Deputy Minister Khairul Firdaus Akbar Khan highlighted the programme’s more profound cultural and economic significance.
He said: “This China Muslim Cultural Exchange Familiarisation Trip is much more than a tourism exchange programme – it is a bridge in strengthening cultural understanding and economic opportunities and deepening the bonds of tradition between our two nations.”
With Malaysia and the People’s Republic of China commemorating over 50 years of diplomatic relations and VM2026 approaching, the China Muslim Cultural Exchange Familiarisation Trip played a crucial role in deepening cultural understanding, strengthening bilateral tourism ties, and fostering long-term collaborations.
The economic impact of this initiative is expected to be significant, with projections estimating RM144 million in potential tourism revenue.
“The programme leverages Malaysia’s growing appeal among Muslim travellers worldwide,” said Nur Alyssa Coraline Yussin, Director of Research and Training Division and Acting Director-General of ITC.
“By offering an authentic experience that seamlessly integrates heritage, hospitality and investment potential, we are strengthening diplomatic and economic ties while positioning Malaysia as a top choice for travellers seeking meaningful and enriching journeys.”
To strengthen Malaysia’s position as a leading Muslim-friendly destination, ITC continues to collaborate with industry players to elevate service standards. In line with this effort, seven organisations, led by MICA members, have received ITC’s Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) under the Travel Operating Business (TOBTAB) category.
The recognition was presented on 7 February 2025, during MICA’s 10th Anniversary Annual Dinner at Sunway Resort Hotel, Petaling Jaya, where China Muslim representatives engaged with local tourism entrepreneurs.
Expanding tourism partnership
To maintain momentum, the Islamic Tourism Centre (ITC) broadened its collaborations to include two additional key tourism associations alongside the Malaysian Inbound Chinese Association (MICA): the Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA) and the Malaysian Association of Tour and Travel Agents (MATTA).
This expanded partnership aims to welcome more Muslim representatives from the People’s Republic of China (PRC) and Europe throughout the year. These specially curated familiarisation trips will showcase Malaysia’s diverse cultural heritage, breathtaking natural landscapes, and vibrant urban attractions, further cementing its status as a premier Muslim-friendly destination.
The 2025 familiarisation programme began on February 5 with MICA’s 7-day, 6-night itinerary for Muslim representatives from China, offering an immersive Muslim-friendly travel experience.
Subsequent trips organised by BUMITRA and MATTA are scheduled for later in the year, each designed to showcase Malaysia’s unique appeal to Muslim travellers.
Under this initiative, participating associations will work towards increasing Muslim tourist arrivals within a set timeframe for each Muslim representative involved, further contributing to the targets set for Visit Malaysia 2026 (VM2026).
