The “Nihao! China” Travel Fair 2025 lit up Kuala Lumpur with energy, culture, and business opportunities from June 13 to 15. Hosted at Pavilion Bukit Jalil, the event welcomed over 80,000 visitors and recorded approximately RM75 million in sales, making it a standout celebration of tourism and diplomacy between Malaysia and China.
 

Organized by the Malaysia-China Folklore Culture Tourism Association and guided by the China Cultural Centre in Kuala Lumpur, the fair received strong support from the Embassy of the People’s Republic of China in Malaysia, Tourism Malaysia, and the Ministry of Tourism, Arts and Culture Malaysia (MOTAC).
 

Covering 3,000 square meters, the event featured 209 exhibition booths representing key industry players. Notable participants included the China Cultural Centre, Air China, China Southern Airlines, Xiamen Airlines, Bank of China, UnionPay, China Mobile, and dozens of Malaysian travel agencies. Exhibitors focused on promoting premium travel packages tailored for the Chinese market, combining cultural showcases, culinary delights, lifestyle experiences, and interactive engagement.
 

A Grand Opening with Dignitaries and Cultural Splendor

The fair kicked off on June 13 with an opening ceremony attended by more than 3,000 guests, including high-ranking officials and tourism leaders. Among them were Dato’ Yeoh Soon Hin, Deputy Chairman of Tourism Malaysia, Minister Counsellor Zheng Xuefang from the Chinese Embassy, Hua Yujie, Deputy Director-General of Liaoning Province’s Department of Culture and Tourism, and YB Nicole Tan Lee Koon, representing Negeri Sembilan.

They were joined by Tsai Yi-Lin, CEO of Tourism Selangor, Han Ning, Director of the China Cultural Centre in Kuala Lumpur, and Datin’ Sri Penny Liao, President of the Malaysia-China Folklore Culture Tourism Association. The presence of government officials, private stakeholders, and media professionals highlighted the fair’s importance in strengthening bilateral ties.
 

Strengthening Malaysia-China Tourism Collaboration

Speaking on behalf of Malaysia’s Minister of Tourism, Dato Sri Tiong King Sing, Dato’ Yeoh emphasized the ongoing growth of tourism and cultural exchange between the two countries. He noted the fair’s expanded scale and the deep cultural presence of Liaoning Province, this year’s official Host Province, as key contributors to its success.

Minister Counsellor Zheng highlighted China’s strong inbound tourism recovery and welcomed Malaysians to explore its many destinations. He also pointed out recent travel-friendly policies, including new visa facilitation measures, aimed at attracting more international visitors.
 

Liaoning Takes Center Stage

Representing Liaoning, Hua Yujie introduced the province’s rich cultural heritage and natural beauty. From high-speed rail convenience to scenic coastlines and seasonal charm, Liaoning positioned itself as an attractive destination for Malaysian travelers. The slogan “Where Mountains and Seas Embrace, Find Tranquility in Liaoning” captured the province’s invitation perfectly.

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During a dedicated promotion session, Yang Chunguang from the Liaoning Department of Culture and Tourism, along with representatives from local travel agencies, presented curated travel packages designed for the Malaysian market. Themes included cultural immersion, winter experiences, and coastal getaways.
 

Culture in Motion

Liaoning also brought a vibrant cultural showcase to life with live performances, artistic exhibits, and immersive experiences. Guests were treated to traditional dance and music, as well as hands-on demonstrations of sugar art and candy blowing, offering a rare glimpse into Chinese folk culture. The exhibits also spotlighted iconic destinations like Dalian’s coastlines, Panjin’s red beaches, and the Shenyang Imperial Palace.

Crowd favorites included cheerful mascots from Dalian Laohutan Ocean Park, adding joy and photo ops for families and visitors of all ages.
 

Looking Ahead

Datin’ Sri Penny Liao reflected on the fair as a milestone in Malaysia-China friendship. She highlighted how the partnership between government institutions, civil society, and private players created a dynamic and impactful event. Looking forward, she announced plans to expand cooperation through cross-sector projects, such as “Tourism + Education,” “Tourism + Technology,” and “Tourism + Wellness.”

As the fair closed, one message was clear. This event was not only a celebration of 50 years of friendship, but a gateway into a bold new chapter of cultural exchange, tourism innovation, and lasting collaboration.