The Huanying Lai Malaysia Discovery Familiarisation Trip 2025 had provided participants with first-hand exposure to Malaysia’s warm hospitality, diverse culture and wide range of engaging experiences.
Nur Alyssa Coraline Yussin, Acting Director-General of the Islamic Tourism Centre (ITC), noted that throughout the journey, participants had the opportunity to explore products and services designed to meet the needs of Muslim tourists, while also demonstrating that people of all faiths and nationalities could enjoy these offerings.
“The participants were able to experience halal food, stay in hotels that understood the needs of Muslims, and enjoy the diverse multicultural environment of Malaysia. The programme helped to position Malaysia as a welcoming destination for everyone with all the products, services and infrastructure to cater to one and all.”
Alyssa said the most rewarding outcome of hosting the delegation was seeing the delegates’ genuine interest and positive feedback. She shared that their response reaffirmed Malaysia’s standing as a welcoming and inclusive destination, while also highlighting the increasing appeal of Muslim-friendly tourism among a diverse range of travellers.
CHINA AS A VIABLE MARKET
“This trip also signals to us that China is a viable market that Malaysia should put more effort into. Malaysia’s offerings in terms of ecotourism, edutourism, cuisine, medical and health tourism, as well as for leisure and business, are clearly of great interest to this market.
“We plan to continue working with tourism industry players and associations to expand this programme or even improve it. We are open to working with tourism industry players who can demonstrate the viability of new markets. For instance, before the year ends, we are partnering with MATTA to look into the potential of the European market and Malaysia’s appeal as a long-haul destination.”
Alyssa expressed her gratitude to all participants and partners for their strong support and enthusiasm. She emphasised that their collective efforts went beyond promoting travel, as they were also helping to build bridges of friendship and understanding that make Malaysia truly “Welcoming to the World”. She added that ITC looked forward to welcoming the delegates back with their families and friends for Visit Malaysia 2026.
Strengthening Malaysia-China Cultural and Tourism Relations
- The participation of community leaders, influencers and industry players in the FamTrip has strengthened people-to-people connections between Malaysia and China.
- As trusted voices within their communities, they play a vital role in sharing authentic stories about Malaysia, fostering mutual understanding and inspiring greater cultural and tourism exchanges.
- ITC is encouraged by the opportunity to highlight Malaysia and China’s long-standing ties, as participants witnessed how Chinese culture and heritage have become an integral part of Malaysian life through its cuisine, architecture, festivities and economy.
- The programme is expected to further enhance Malaysia–China relations, with promising potential for future collaborations in tourism, education and other key sectors.
