Dato Sri Tiong King Sing delivering his speech.

Khairul Firdaus Akbar Khan addressing the audience and the China Muslim representatives.

Building on past successes, the Islamic Tourism Centre( ITC) once again partnered with the Malaysian Inbound Chinese Association( MICA) to organise the second China Muslim Cultural Exchange Familiarisation Trip, held from 5 to 11 February 2025.

This follows the success of the first edition in January 2024, which brought 58,000 Chinese Muslim tourists to Malaysia and generated RM92.8 million in tourism receipts between February and March 2024.

Dato Sri Tiong King Sing, Minister of

Appreciation token presentation from Dato ' Angie Ng from MICA to Puan Nur Alyssa from ITC.

Tourism, Arts and Culture( MOTAC), commended the initiative, describing it as a model effort that aligned with the objectives of Visit Malaysia 2026( VM2026).

He highlighted that the programme supported the target of 35.6 million incoming tourists and RM147.1 billion in tourism receipts.

“ It is a vision that can only be realised through the dedication of stakeholders in the tourism industry, ensuring that Malaysia continues to shine brightly on the global stage,” Tiong elaborated.

Reflecting on the broader impact of this initiative, MOTAC Deputy Minister Khairul Firdaus Akbar Khan highlighted the programme’ s more profound cultural and economic significance.

He said:“ This China Muslim Cultural Exchange Familiarisation Trip is much more than a tourism exchange programme – it is a bridge in strengthening cultural understanding and economic opportunities and deepening the bonds of tradition between our two nations.”

With Malaysia and the People’ s Republic of China commemorating over 50 years of diplomatic relations and VM2026 approaching, the China Muslim Cultural Exchange Familiarisation Trip played a crucial role in deepening cultural understanding, strengthening bilateral tourism ties, and fostering long-term collaborations.

The economic impact of this initiative is expected to be significant, with projections estimating RM144 million in potential tourism revenue.

“ The programme leverages Malaysia’ s growing appeal among Muslim travellers worldwide,” said Nur Alyssa Coraline Yussin, Director of Research and Training Division and Acting Director-General of ITC.

“ By offering an authentic experience that seamlessly integrates heritage, hospitality and investment potential, we are strengthening diplomatic and economic ties while positioning Malaysia as a top choice for travellers seeking meaningful and enriching journeys.”

To strengthen Malaysia’ s position as a leading Muslim-friendly destination, ITC continues to collaborate with

AS MALAYSIA continues to strengthen its ties with China, the 2025 China Muslim Cultural Exchange Familiarisation Trip marked another milestone in fostering cultural and economic collaboration.

The programme witnessed a notable rise in participation, with 77 Muslim representatives from 23 provinces in China, nearly doubling the number from the previous edition. Their visit centred around three key themes: culture, educational tourism, and investment exchange.

Throughout their stay, the delegates explored key destinations across Kuala Lumpur, Melaka, Negeri Sembilan, Putrajaya, and Selangor, gaining deeper insights

into Malaysia’ s rich heritage, academic opportunities, and investment potential.

“ COMING to Malaysia, I always feel that the culture here is vibrant and harmonious. I see temples, mosques, churches. This shows the diversity of religions. Then, the goods here are of good quality and reasonably priced. The climate here is pleasant, and the temperature is between 25 ° C and 30 ° C year-round. Additionally, the people here are very friendly and approachable. We’ ve really felt the

warmth of the Malaysian people. We are delighted with this trip. When we go back, we’ ll definitely tell our relatives and friends. During the summer, everyone can come and have fun together.”

- Bai Bing from Qing Hai

“ WE ARE delighted with the arrangements in Malaysia. After spending the past few days touring here, the arrangements have been very thorough. Every aspect has been meticulously planned. Everything is so detailed. The air in Malaysia is incredibly fresh, and the sunlight

is bright. Being here, I feel a deep sense of peace and contentment. I am thrilled and grateful. I will definitely share my experiences in Malaysia with my family. I’ ll tell my friends as well. I’ ll encourage them to visit Malaysia. The cultural richness in Malaysia is remarkable. The local culture is rich, and the people’ s education and manners are outstanding. The people here are incredibly warm and welcoming. It creates a sense of peace and serenity. At the same time, we also want to thank the Ministry of Tourism, Arts and Culture Malaysia( MOTAC) for their thoughtful care and support during our trip. We really appreciate it.”

- Wang Hong Bo from Henan