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BUSINESS • 10/02/2025 10:45 PM

MATA, Guilin Travel Agent Association Form Strategic Partnership To Boost Tourism

KUALA LUMPUR, Feb 10 (Bernama) -- 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.

MATA in a statement said the agreement aimed to enhance two-way travel, promoting tourism exchanges and economic opportunities for both countries.

It said the partnership was 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,” it said.

MATA president Datuk Seri Dr Mohd Khalid Harun highlighted the importance of the partnership in growing Malaysia’s tourism sector, especially with China as one of the top source markets.

“This MOU will not only enhance inbound tourism but also provide Malaysians with greater opportunities to discover the wonders of Guilin,” he said.

-- BERNAMA

 

 

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