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