Malaysia’s bet on Chinese tourists is increasingly being shaped by the same forces influencing their itineraries: short videos, lifestyle apps, online personalities and newly opened routes from beyond China’s biggest cities.
Tourism Malaysia confirmed the focus, saying its Visit Malaysia 2026 campaign in China included “digital marketing, key opinion leader (KOL) collaborations, short-video content, and themed initiatives”.
The response followed a This Week in Asia story on how mainland platforms such as RedNote, Douyin and Weibo are turning Malaysian mosques, food stops and photo-friendly locations into itinerary items for Chinese visitors.
But the agency did not disclose how much it was spending on China-facing promotions or influencer-led campaigns, saying the “implementation and scale” of campaigns were “subject to the annual budget allocation approved for the respective year”.
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