PETALING JAYA: Plans are in the works to attract more tourists from China by using popular Chinese social media platforms like Xiaohongshu (RedNote), WeChat, Weibo and Douyin.
This includes partnerships with online influencers to target younger, tech-savvy Chinese visitors, said Tourism Malaysia.
Such was part of the agency’s efforts to reach out to the Chinese market for Visit Malaysia 2026 (VM2026), seeing that many from the Middle Kingdom are turning to social media for travel information.
“We have also noticed a strong shift towards independent travel, especially among younger Chinese visitors who rely heavily on digital platforms like Xiaohongshu, Bilibili and Dianping for travel inspiration and planning.
“This trend reflects a desire for flexibility, personalisation, and real-time access to information and recommendations,” Tourism Malaysia told The Star.
China now ranks as the third-largest source of international visitors to Malaysia, following Singapore and Indonesia.
The agency, under the Tourism, Arts and Culture Ministry, was asked to comment on the role of social media and influencers in guiding tourists from China on their visit to Malaysia.
From following trends like cool photo spots to viral food videos, a growing number of Chinese tourists were using social media to plan their travel itineraries here.
“It is undeniable that social media platforms play a role in promoting Malaysia to Chinese visitors as their content shapes perceptions, builds interest, and directly influences travel decisions.
“For example, with more than 300 million monthly active users, Xiaohongshu plays a critical role in shaping consumer travel choices in China, especially among younger audiences and free independent travellers,” Tourism Malaysia said.
These types of content strongly influence young travellers, helping to drive viral trends, such as visiting specific photo spots or trying iconic local foods, which can inspire large numbers of followers to visit the same places.
Examples of such trends are taking pictures in front of the Maybank branch in Gaya Street, Sabah or trying roti tisu at mamak shops.
Previously, Tourism Malaysia announced that it will operate an official Xiaohongshu account, publishing engaging travel content from every state in Malaysia.
Tourism Malaysia said its marketing plan for China for VM2026 also included developing Mandarin-language content and marketing materials to better connect with Chinese visitors, highlighting cultural festivals, eco-adventures and luxury offerings.
“We also plan to collaborate with Chinese tour operators to create tailored travel experiences that cater to Chinese preferences, including shopping, cultural experiences, and eco-tourism,” it said.
To attract Chinese Muslim travellers, efforts will also be made to highlight Malaysia’s strengths in halal-friendly tourism and wellness retreats.
“We will also be increasing collaboration with airlines and travel agencies to boost direct flights and offer attractive package deals through travel agencies,” Tourism Malaysia said.
With the extension of the visa-free policy for China nationals and enhanced air connectivity, these measures are expected to drive continued growth in visitor arrivals from China, it added.
“In fact, from January to April this year, Malaysia welcomed 1.4 million visitor arrivals from China, a robust 37.8% increase compared to the same period in 2024.
“It’s also a 22.6% increase compared to the pre-pandemic level of 2019,” it said.
Chinese travellers have shown a strong preference for destinations that offer a blend of cultural richness, natural beauty, and modern conveniences, said Tourism Malaysia.
“Among the most popular locations are Kuala Lumpur, known for its iconic landmarks and shopping experiences, as well as Penang, famed for its heritage, street art, and unique local cuisine.
“Sabah, especially Kota Kinabalu, is also highly favoured for island-hopping and nature experiences,” it said.
