Offering a warm welcome to Chinese tourists ahead of peak period

Tourists enjoying the scenic view and taking photographs in Melaka. -BERNAMA

PETALING JAYA: Hotels and tourism industry players are preparing to extend a warm welcome to Chinese tourists who are expected to visit Malaysia within the next two months.

Measures include hotels assigning more Mandarin-speaking staff to receive guests and promoting packages to cater to such markets.

This is following data from Tourism Malaysia which showed that July and August are the two most popular months for tourists from China to come to our country.

Malaysian Association of Hotels (MAH) president Datin Christina Toh said hotels in the country were conventionally very well aware of the seasonal peaks of Chinese tourist arrivals.

“We typically have a calendar ready with preparations made well in advance.

“During this period, certain hotels do enhance their front-facing operations by assigning more Mandarin-speaking staff to ensure smoother communication and a more welcoming experience for guests,” she said.

Other strategies by hotels are making tailored offerings, like special family packages.

“There will also be matching themed decorations for the façade of hotels and multilingual promotional materials to cater effectively to the Chinese market segment,” Toh said.

Malaysian Association of Tour and Travel Agents president Nigel Wong said the industry was well-prepared to deal with the expected influx of Chinese tourists during July and August.

“During such times, tour and travel agents will be geared towards receiving more tourists from China,” he added.

Malaysian Tourist Guides Coun­cil president Jimmy Leong said during these months, there will be sufficient numbers of Malaysian guides who are fluent in Mandarin.

“There will be enough guides to handle the situation even if there are big numbers coming in,” he said.

He suggested that the entry points at our airports could also prepare for the arrival of Chinese tourists by placing more personnel to assist them, especially in filling immigration forms.

However, industry players do notice a shift among Chinese tourists whereby more are choosing to travel in smaller groups, especially among the Gen Z.

Wong said Gen Z travellers prefer to be in smaller groups of about two to six people, if at all.

“These days, most Chinese tourists also like to travel freely and independently, not necessarily in tour groups.

“After the Covid-19 pandemic, the trend is that people are more wary of joining big groups of tourists,” Wong elaborated.

Concurring, Leong said travellers today favoured touring in small numbers like groups of four to five people.

“Handling smaller groups is very different from big groups because small groups demand personalised services and specific tailored tour programmes,” he said.

Toh said there’s an emerging trend among the younger Chinese tourists, mainly the Gen Z demographic, where they tend to be more adventurous, independent and interest-driven.

“Rather than focusing on traditional landmarks, they enjoy seeking personalised, niche experiences that align with their passions, whether that’s food, culture, nature, or lifestyle.

“The industry took notice of this shift and have likewise diversified our offerings to also include more customised travel preferences,” she said.

In terms of trip duration, Toh said Chinese tourists typically stay two to three nights in each location before moving on to the next, often combining multiple destinations within one visit.

When it comes to food, Tourism Malaysia said Chinese visitors are highly enthusiastic about experiencing Malaysia’s culinary diversity.

"Local delicacies such as durian, particularly the Musang King variety, teh tarik, nasi lemak, and bak kut teh are among their favourites.

"Many visitors actively seek out food experiences they have seen shared on Chinese social media platforms, making Malaysia’s rich food culture a major draw," it said.

Tourism Malaysia also observed that Chinese visitors enjoy a variety of experiences, from photogenic and social media-friendly locations to shopping, cultural exploration, and nature-based adventures.

"There is a growing interest in authentic and immersive experiences, such as exploring heritage towns, joining food tours, or engaging with local communities," it added.