MATA Malaysia and Guilin Travel Agent Association Partner to Boost Tourism Exchange

The Malaysia Tourism Agency Association (MATA) and the Guilin Travel Agent Association have signed a Memorandum of Understanding (MOU) to strengthen tourism collaboration between Malaysia and China. This landmark agreement aims to enhance two-way travel, fostering greater tourism exchanges and economic opportunities for both countries.

The MOU was signed in a ceremony attended by key industry leaders from both nations. This partnership is set to play a crucial role in supporting Visit Malaysia Year 2026 (VMY 2026), Malaysia’s flagship tourism campaign aimed at attracting 26.1 million international tourists and generating RM97.6 billion in tourism receipts.

Through this collaboration, MATA and Guilin Travel Agent Association will facilitate seamless travel experiences between Malaysia and Guilin, a renowned destination known for its breathtaking karst landscapes, cultural heritage, and scenic Li River. Likewise, Malaysian tourism stakeholders will work closely with Guilin Travel Agent Association to promote Malaysia’s diverse attractions, from UNESCO-listed heritage sites in Penang and Melaka to island getaways in Langkawi and Sabah.

Key benefits of the partnership include:

Two-Way Tourism Growth: Joint promotional campaigns to encourage Malaysian travelers to explore Guilin and Chinese tourists to experience Malaysia’s rich cultural and natural heritage.
Business & Investment Opportunities: Strengthening B2B partnerships between Malaysian and Chinese travel agencies, hospitality providers, and tour operators.
Enhanced Connectivity: Advocacy for increased direct flights and improved travel infrastructure to support higher tourist arrivals.
Cultural Exchange Programs: Initiatives to deepen mutual understanding and appreciation through festivals, exhibitions, and exchange programs.

MATA President, Dato’ Seri Dr. Mohd Khalid Harun, emphasized, “This collaboration is a significant milestone for Malaysia’s tourism sector. With China being one of our top source markets, this MOU with Guilin Travel Agent Association will not only enhance inbound tourism but also provide Malaysians with greater opportunities to discover the wonders of Guilin.”

Echoing this sentiment, Guilin Travel Agent Association Vice President, Mr Li Yingfeng, stated, “Malaysia is a key destination for Chinese travelers, offering a mix of nature, culture, and modern attractions. Through this partnership, we are confident that more Chinese tourists will choose Malaysia as their preferred travel destination, especially as we build momentum towards Visit Malaysia Year 2026.”

The MOU signing reflects the deepening ties between Malaysia and China in the tourism sector and underscores the commitment of both associations to drive sustainable tourism growth. As the global travel industry continues to recover, this partnership is expected to bring new opportunities for businesses and travelers alike.