Interview with Mohammad Faisal: The Present and Future of Malaysia-China Cultural and Tourism Cooperation

2026 marks the 5th anniversary of the China–ASEAN Comprehensive Strategic Partnership. Over the past five years, the two sides have achieved significant progress in political trust, trade, and people-to-people exchanges. Cultural and tourism cooperation has emerged as a key link connecting mutual understanding and shared development.

In 2026, China-ASEAN Observation interviewed Mr. Mohammad Faisal Abu Suaib Khan, Director General of the Malaysian Islamic Tourism Centre, to discuss the unique value, mature models, and future prospects of China–Malaysia cultural and tourism cooperation.

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How do you view the role of cultural and tourism cooperation in the context of Malaysia-China relations, particularly in terms of deepening the China-ASEAN Comprehensive Strategic Partnership? What role can such cooperation play in advancing this partnership?

A drone photo shows people watching dragon dance during a traditional temple procession in Johor Bahru, Malaysia, March 9, 2026. The temple procession is a century-old folk event held here annually. (Xinhua/Chen Zeguo)

Mohammad Faisal: I believe that cultural and tourism cooperation play an important role in strengthening Malaysia-China relations and in deepening the China-ASEAN Comprehensive Strategic Partnership. In this regard, the ASEAN-China Summit chaired by Malaysia’s Prime Minister Datuk Seri Anwar Ibrahim in Kuala Lumpur last October reaffirmed the importance of people-to-people exchanges as a core pillar of the partnership showing that our connections go far beyond agreements.

For Malaysia, cultural and tourism cooperation with China supports broader ASEAN integration by promoting shared values such as cultural respect, inclusivity, and sustainable development.

Tourism has always been a powerful bridge, bringing communities closer and encouraging meaningful cross-cultural engagement, with outcomes that go beyond economic gains, nurturing lasting respect amongst our people.

When travellers experience a destination firsthand, they benefit from a profound appreciation of its people, traditions and way of life. This foundation supports long-term diplomatic, economic and social collaboration between Malaysia, China and the ASEAN region as a whole.

China has always been an important source of tourists for Malaysia, with over 4 million Chinese visitors visited Malaysia in 2025. What do you see as the core advantages of Malaysia-China tourism cooperation? What mature cooperation models have already been established between the two countries?

I concur, China is indeed an important source of tourists for Malaysia. I would say the core advantages of Malaysia-China tourism cooperation lie in our geographic proximity, excellent air connectivity, complementary tourism offerings, and a long history of cultural exchanges. Malaysia’s diverse tourism portfolio—beaches, nature, heritage, shopping, education and healthcare resonate strongly with Chinese travellers and allows for meaningful, tailored experiences.

Over the years, both countries have developed mature cooperation models that ensure sustained and resilient tourism flows. These include airline partnerships, joint destination marketing, tourism trade fairs, government-private sector collaborations, as well as tourism roadshows and promotions in China. Such initiatives create a coordinated and consistent approach, connecting industry players with key stakeholders and maintaining steady growth in bilateral tourism.

Building on these initiatives, a model pioneered by the Islamic Tourism Centre (ITC) is the China Representative Fam Trip, introduced in 2024. Through this initiative, we bring influential figures, including community leaders and social media personalities to experience Malaysia’s culture and heritage firsthand. This strengthens us as a destination and encourages authentic, people-centred storytelling that gets others excited in exploring Malaysia.

The Malaysia-China mutual visa exemption agreement officially came into effect in July 2025. Based on your observations, what immediate changes have you seen in the Malaysia-China tourism market since the implementation of the visa exemption policy? How will the facilitation of visa policies further impact bilateral cooperation in culture, tourism, and trade?

The Malaysia-China mutual visa exemption agreement, which came into effect in July 2025, has already shown a positive and immediate impact on travel, making Malaysia a more accessible and attractive destination for Chinese tourists and vice versa.

It is heartening to see the market respond so positively, noting that  industry players are optimising this development. A case in point is the expansion of direct flight connectivity. Shandong Airlines now operates daily flights from Jinan to Kuala Lumpur, while Juneyao Air launched its inaugural service from Shanghai Pudong to Tawau. These routes enable seamless connections across China, supporting two-way tourism growth and fostering closer cultural and economic exchanges.

Beyond tourism, facilitated mobility opens doors for broader cooperation in culture, education, trade, and investment. Easier travel encourages businesses, cultural institutions, and communities to engage more actively, building mutual understanding, trust, and long-term partnerships.

How do you see Visit Malaysia 2026 contributing to the promotion of cultural and tourism exchanges between Malaysia and China? What specific plans does your institution have to promote Malaysia-China cultural and tourism cooperation? Are there particular projects or activities planned? Which Chinese institutions or areas are you looking forward to strengthening cooperation with?

Visit Malaysia 2026 (VM2026) presents a strategic opportunity to further elevate cultural and tourism exchanges between Malaysia and China. Under the leadership of the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), the Islamic Tourism Centre (ITC) will play an active role in positioning Malaysia as a welcoming, diverse and culturally rich destination for travellers from China.

To support this, we are intensifying engagement with key stakeholders in China, including tourism authorities, travel associations, social media influencers, and community leaders to strengthen product development and market outreach. A key focus is on engaging traveller segments and communities in China whose travel preferences and values align well with the Malaysian culture, while appreciating the diversity and nuances that make both countries unique.

Through these partnerships, ITC also looks forward to sharing and learning from each other’s tourism practices and standards, particularly in areas of service quality and visitor experience. This collaborative approach will allow us to develop more customised and meaningful travel experiences that reflect the evolving preferences of Chinese travellers, while supporting sustainable tourism growth and deeper cultural understanding between our two countries.

This year marks the 5th anniversary of the China-ASEAN Comprehensive Strategic Partnership. What are your expectations for cultural, tourism, and trade cooperation within the framework of this partnership in the future? Could you offer a brief message for the future of Malaysia-China and China-ASEAN cultural and tourism cooperation?

The 5th anniversary of the China-ASEAN Comprehensive Strategic Partnership marks a meaningful moment to reflect on the value of connection, understanding and collaboration. I am hopeful that cooperation in culture, tourism and trade will continue to grow, guided by compassion, mutual respect and a shared commitment to deeply understand the peoples of both nations.

Within the scope of tourism, ITC is ready to work with our counterparts in China and ASEAN to promote inclusive, sustainable and people-centred tourism development. By strengthening engagement, we can create travel experiences that are enriching, culturally thoughtful and reflective of shared values.

As we celebrate the festivals and tourism activities lined up for VM2026, I would like to warmly invite travellers from China to experience Malaysia’s rich cultural heritage, vibrant traditions and the warmth of our people. From bustling city escapes and immersive heritage experiences such as homestays to tropical landscapes across mountains and sun-drenched islands, Malaysia offers experiences that are diverse, welcoming and memorable for both first-time and returning visitors.

With compassion and mutual respect, Malaysia-China and China-ASEAN tourism partnerships can continue to grow, bringing communities closer, deepening understanding and creating a more harmonious and prosperous region for the future.

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