Tourism Malaysia’s Deputy Director General, Promotions II, on China, longer stays, new destinations, air connectivity and the next phase of Visit Malaysia 2026–2027.
During Tourism Malaysia’s Mega FAM 2026 in July, 55 delegates from 13 APAC markets experienced a different side of Malaysia.
The programme went beyond the country’s best-known attractions, highlighting gastronomy, culture, nature and agro-tourism. Highlights included a Musang King durian experience in Pahang, contemporary Malay cuisine in Putrajaya and the launch of Citrawarna 2026.
The Mega FAM offered a glimpse of how Malaysia is developing its tourism story. Iconic attractions remain important, but Tourism Malaysia is placing greater emphasis on experiences and lesser-known destinations.
The aim is clear: Malaysia wants visitors to stay longer, travel further and experience more.
Against this backdrop, Red Bird Travel News spoke with Lee Thai Hung Samuel during the Mega FAM.
Tourism Insights from Lee Thai Hung Samuel, Tourism Malaysia’s Deputy Director General of Promotions II
In this interview, Samuel discusses the performance of Visit Malaysia 2026–2027, the recovery of the China market, air connectivity and changing Chinese travel preferences.
He also shares his views on AI, the role of professional travel media and Muslim-friendly tourism, as well as the importance of sustainability and ensuring tourism growth benefits local communities.
Beyond Malaysia’s Iconic Attractions
1. Malaysia already has some of Asia’s most recognisable attractions. Are you now trying to encourage visitors to look beyond them?
Yes. Iconic attractions such as the PETRONAS Twin Towers and Batu Caves remain important.
However, today’s travellers increasingly seek authentic, immersive and personalised experiences.
Tourism Malaysia is therefore placing greater emphasis on gastronomy, agro-tourism, living heritage, rural homestays, nature, wellness and community-based tourism.
This supports our broader objective. We want visitors to stay longer, spend more and travel beyond the main tourism gateways.
2. The Mega FAM itself seemed to reflect that strategy. What did you hope the 55 delegates would take away from the programme?
The Mega FAM brought together 55 international delegates from 13 APAC source markets.
They included media representatives, travel agents, KOLs and marketing representatives.
The programme provided first-hand exposure to Malaysia’s diverse tourism offerings. It also highlighted our shift towards experiential tourism.
This included agro-tourism, gastronomy, cultural heritage and nature-based experiences.
By experiencing these products directly, media and KOLs can generate authentic international content.
Travel agents also gain first-hand knowledge. They can then develop and commercialise new Malaysian tourism packages for their markets.
The participation of delegates from China, Japan, South Korea, India, Indonesia, Thailand and Australia also provided wider international exposure.
It strengthened B2B networks and supported tourism growth beyond Visit Malaysia 2026.
Keeping the Momentum into 2027
3. Malaysia has recorded strong visitor numbers this year. What needs to happen to keep that momentum going?
We need to strengthen and retarget our priority markets.
Our focus is on resilient and high-potential markets. We also want visitors to stay longer, spend more and explore more destinations.
Air connectivity will remain essential.
We will continue working with airlines, airports and industry partners to sustain and expand international access to Malaysia.
This includes supporting viable charter and scheduled services. It is particularly important in markets affected by changing travel patterns and flight disruptions.
We also want to increase tourism value.
We will promote higher-yield and experience-led segments such as luxury, wellness, medical tourism, eco-tourism, gastronomy and culture.
The focus is not only on visitor numbers. We also want longer stays and higher visitor expenditure.
Domestic tourism remains another important pillar of industry resilience.
Domestic travel supports local businesses, accommodation, attractions, restaurants, transport providers and communities throughout Malaysia.
Ultimately, we want the momentum generated by Visit Malaysia 2026–2027 to translate into sustainable, long-term tourism growth.
Why China Matters
4. China remains one of Malaysia’s most important markets. How important is better air connectivity between the two countries?
Air connectivity is a fundamental driver of tourism growth.
This is particularly important for a geographically large and diverse market such as China.
Direct connections with major and secondary Chinese cities give travellers greater convenience and choice.
They also reduce transit time and improve access to destinations across Malaysia.
Malaysia has continued to strengthen connectivity with China through new and expanded routes.
These include Chongqing–Penang, Shanghai–Penang and Guangzhou–Penang.
There are also Shanghai–Kota Kinabalu, Chongqing–Kota Kinabalu and Jinan–Kuala Lumpur services.
In July, air connectivity between Malaysia and China reached 771 weekly flights.
This represented a total capacity of 148,995 seats.
Stronger connectivity can attract more visitors. It can also encourage longer stays and higher tourism expenditure.
It supports our efforts to distribute arrivals beyond Kuala Lumpur to destinations such as Penang, Johor, Sabah and Sarawak.
5. Which destinations do you think Chinese travellers should discover next?
Sabah and Sarawak offer strong appeal.
Their rainforests, wildlife and marine biodiversity provide many nature-based experiences.
Perak also has significant potential. Ipoh and Taiping combine heritage, gastronomy, cave temples, nature and eco-wellness.
Pahang is another destination with strong potential.
Raub and Bukit Tinggi offer agro-tourism, farm-to-table experiences, nature and premium leisure tourism.
Johor also presents significant growth potential.
The state has direct air connectivity with Guangzhou and Kunming. This gives Chinese travellers greater access to southern Malaysia.
Tourism Malaysia will continue working with airlines and other partners to promote these destinations.
Our approach is based on experience-led storytelling and market-specific campaigns.
We want Chinese visitors to explore beyond Malaysia’s traditional tourism gateways.
China Is Not One Market
6. China is often treated as one large market. Are you taking a more regional approach now?
China is not a homogeneous market.
Travel preferences and consumer behaviour vary between Tier-1 cities, coastal markets and inland provincial capitals.
In major metropolitan and developed markets, we focus on luxury, wellness, gastronomy, nature-based experiences and independent travel.
In other regional markets, the focus may include family travel and cultural experiences.
Charter opportunities and ready-made travel packages can also be important.
Our sales missions and promotional engagements cover cities such as Kunming, Chengdu, Qingdao, Zhengzhou and Guangzhou.
We also engage markets including Chongqing, Xiamen, Jinan, Wuxi and Shenzhen.
These activities allow Malaysian tourism stakeholders to engage directly with trade partners.
They can then tailor their offerings to local market demand.
The Malaysia My Second Home programme is also included in selected promotional and trade activities.
This positions Malaysia as more than a holiday destination. It also presents Malaysia as an option for long-term stays and lifestyle opportunities.
The strong demand from China is reflected in recent arrival figures.
From January to June 2026, Malaysia welcomed 2.6 million visitors from China.
That was a 17.6 per cent increase from 2.2 million during the same period in 2025.
7. How have Chinese travellers changed since the pandemic?
There is a growing preference for Free Independent Travel, customised itineraries and smaller groups.
This is different from the conventional large-group tour model.
Travellers increasingly seek authentic local experiences, gastronomy, wellness and nature.
Family-oriented activities and visually engaging destinations are also popular.
Tourism Malaysia is responding with flexible itineraries, themed travel routes and niche tourism products.
Digital content is another important part of this approach.
Muslim-Friendly Tourism Has Wider Appeal
8. Malaysia has a well-developed Muslim-friendly tourism ecosystem. How are you using that to attract Chinese travellers?
Malaysia’s established Halal ecosystem and Muslim-friendly tourism infrastructure are important competitive advantages.
These include Halal-certified food, prayer facilities and family-friendly tourism environments.
Through collaboration with the Islamic Tourism Centre, Tourism Malaysia also promotes the Muslim-Friendly Tourism and Hospitality Assurance, or MFAR.
It provides an assurance of quality and service standards.
China also has a sizeable Muslim population. Interest in Muslim-friendly travel is growing.
This represents an important niche market opportunity.
9. But is Muslim-friendly tourism relevant only to Muslim travellers?
No.
Many elements are relevant to a much broader traveller segment.
These include hygiene, safety, ethical service, family-friendly facilities and quality assurance.
Tourism Malaysia therefore sees Muslim-Friendly Tourism as part of an inclusive and quality-driven tourism offering.
It is not exclusively a niche product for Muslim travellers.
The objective is to strengthen Malaysia’s appeal to travellers seeking safe, comfortable and high-quality experiences.
AI and the Changing Role of Travel Media
10. AI is changing almost every part of travel marketing. How is Tourism Malaysia approaching it?
AI and digital technologies allow Tourism Malaysia to better understand traveller interests and behaviour.
They also help us understand market sentiment.
Through partnerships with technology companies, including HONOR Malaysia, we can use advanced mobile technology and visual storytelling.
This helps us showcase Malaysian destinations.
AI also supports more personalised content delivery.
Different tourism experiences can be promoted to different market segments.
The priority is to use technology to make Malaysia more visible, relevant and engaging throughout the traveller journey.
11. Short-form video and influencers now dominate much of travel inspiration. Does professional travel media still matter?
Yes.
Digital creators and short-form content are highly effective in generating awareness.
Professional media provide credibility, depth and contextual storytelling.
Tourism Malaysia therefore takes a complementary approach.
We combine digital creators, KOLs, KOCs, social media and professional travel media.
The objective is to move travellers from awareness and inspiration to consideration and actual travel.
12. How do you balance Malaysia’s national tourism message with more personalised content?
“Malaysia Truly Asia” and “Surreal Experiences” remain the overarching brand platforms for Visit Malaysia 2026–2027.
Within this framework, content can be tailored to market characteristics and traveller interests.
Nature and adventure, for example, can be emphasised for outdoor-oriented markets.
Gastronomy, luxury, wellness or heritage can be highlighted for other traveller segments.
This allows Tourism Malaysia to maintain a consistent national brand.
At the same time, we can deliver more relevant market-specific messaging.
Food, Farms and Authentic Experiences
13. Food was a recurring theme during the Mega FAM. How important are gastronomy and agricultural experiences to Malaysia’s tourism strategy?
Gastronomy and agro-tourism are important components of our experience-led tourism strategy.
Farm-to-table dining, local produce, durian farms and traditional food heritage all have a role to play.
These experiences allow visitors to understand the origin, culture and people behind Malaysian cuisine.
They can also encourage visitors to travel beyond major cities.
At the same time, they generate income for farmers, local operators and rural communities.
14. How do you bring lesser-known experiences to international travellers?
Tourism Malaysia works with state tourism authorities and industry stakeholders.
Together, we identify and promote community-based tourism, homestays, ecotourism, local crafts and niche tourism products.
These experiences are promoted through trade engagements, familiarisation trips and digital campaigns.
International promotional activities are also important.
The focus is to commercialise these products responsibly while retaining their authenticity and cultural character.
The Surreal Experiences catalogue provides a platform to showcase diverse niche products across Malaysia.
This includes lesser-known destinations and experiences.
15. What makes a Malaysian experience memorable?
It is the combination of Malaysia’s multicultural diversity, natural attractions, gastronomy and warm hospitality.
Visitors can have a Malaysian breakfast at a kopitiam.
They can explore rainforest and wildlife. They can also experience heritage and culture.
Modern hospitality is another part of the experience.
This diversity and the genuine warmth of Malaysians are key elements of our “Truly Asia” proposition.
Making Tourism Work for Local Communities
16. Tourism growth can sometimes put pressure on destinations. What needs to happen to ensure local communities benefit?
Tourism growth must be accompanied by responsible destination management and community participation.
Tourism Malaysia supports community-based tourism, rural homestays, ecotourism and local enterprises.
This allows visitor expenditure to flow more directly to communities.
Visitor management is particularly important in environmentally sensitive destinations.
Tourism growth should not compromise natural and cultural assets.
Our long-term objective is to create a tourism ecosystem that generates economic opportunities.
At the same time, it must protect Malaysia’s environmental and cultural heritage.
Looking Ahead
17. Finally, what is your message to international travellers who may know Malaysia mainly through Kuala Lumpur, its beaches and a few famous attractions?
Malaysia welcomes the world.
Beyond the iconic skyline, Malaysia offers rainforests, islands, heritage, gastronomy, culture, wellness and authentic local experiences.
These experiences can be found across 13 states and three Federal Territories.
Under Visit Malaysia 2026–2027, Tourism Malaysia invites travellers to go beyond the familiar.
Discover our hidden gems and experience the diversity that makes Malaysia Truly Asia.
Our objective is to position Malaysia as a destination where visitors can stay longer, explore further and experience more.
The Rapid-Fire Round
To wrap up the interview, we asked Samuel a rapid-fire round of questions.
One word to describe Malaysia as a tourism destination?
Harmonious.
Favourite Malaysian destination?
The rainforests and islands of Sabah and Sarawak.
One Malaysian dish every first-time visitor should try?
Nasi Lemak, paired with authentic Ipoh White Coffee.
Beach, rainforest or city break?
Beach.
Favourite Malaysian cultural experience?
Experiencing Malaysia’s multi-ethnic open house celebrations during festive seasons.
One destination travellers should discover next?
Royal Belum State Park in Perak.
One misconception about Malaysia?
That Malaysia is merely a short-stopover destination. Malaysia offers sufficient diversity for extended, multi-destination itineraries.
One thing Malaysia does particularly well?
Warm, authentic hospitality combined with multicultural culinary experiences.
If you had 48 hours to show a Chinese traveller Malaysia, where would you take them?
Day one would be Kuala Lumpur and Putrajaya. The focus would be architecture, culture and gastronomy.
Day two would be Bukit Tinggi and Raub in Pahang. There, the traveller could experience Musang King durian, farm-to-table experiences and nature.
And your aspiration for Malaysian tourism over the next five years?
To see Malaysia recognised globally as a sustainable, high-value and culturally rich tourism destination. We want tourism growth to translate into stronger economic opportunities for communities across the country.
FAQ
Editor’s Note: The following FAQs are provided by Red Bird Travel News for reader convenience. They summarise topics covered in the interview and are not additional questions or responses from Lee Thai Hung Samuel.
1. What is Visit Malaysia 2026–2027?
Visit Malaysia 2026–2027 is Tourism Malaysia’s international tourism campaign, promoting Malaysia as a destination for diverse experiences, longer stays and travel beyond the country’s traditional gateways.
2. Which Malaysian destinations does Tourism Malaysia see as having potential among Chinese travellers?
Tourism Malaysia identifies Sabah, Sarawak, Perak, Pahang and Johor as destinations with strong potential among Chinese travellers.
3. How many Chinese visitors did Malaysia receive in the first half of 2026?
Malaysia welcomed 2.6 million visitors from China between January and June 2026, according to Lee Thai Hung Samuel.
4. What experiences is Malaysia promoting beyond its iconic attractions?
Tourism Malaysia is placing greater emphasis on gastronomy, agro-tourism, living heritage, rural homestays, nature, wellness and community-based tourism.
5. Does Tourism Malaysia still see a role for professional travel media?
Yes. Samuel says digital creators and short-form content are effective for awareness, while professional media provide credibility, depth and contextual storytelling.
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