ITB China 2026 partners with Tourism Malaysia & Malaysia Airlines to enhance bilateral tourism cooperation

Officially launched – Tourism Malaysia celebrates its presence at ITB China for the 7^th consecutive year.

SHANGHAI, 26 May 2026: Tourism Malaysia officially launched its booth earlier today at Internationale Tourismus-Börse China (ITB) China 2026, which is currently happening at the Shanghai World Expo Exhibition and Convention Center in Pudong, China from May 26 to 28, 2026. A B2B-exclusive trade show focused on the China outbound travel market, ITB China serves as a pivotal platform for destinations worldwide to engage with Chinese travel agencies, airlines, digital platforms and tourism stakeholders.

BorneoTalk, MalaysiaTalk and AsiaTalk are honoured to be Official Media Partners for ITB China 2026, with an exclusive issue of MalaysiaTalk launched at the leading trade show, showcasing destinations throughout the country.

Tourism Malaysia is participating in ITB China for the 7^th consecutive year, underscoring the country’s long-standing commitment to the market, and its significance as one of Malaysia’s top tourism source countries. Malaysia is also proud to serve as one of ITB China’s Event & Conference Partner for 2026, further solidifying bilateral tourism cooperation and visibility on the global stage. 

Minister of Tourism, Arts and Culture Malaysia, Dato Sri Tiong King Sing, as well as Tourism Malaysia Board of Directors Member and President of the Malaysian Inbound Chinese Association (MICA), Dato Dr. Angie Ng, Tourism Malaysia Director General, Mohd Amirul Rizal Abdul Rahim, Chairman of Sarawak Tourism Board (STB), Dato Dennis Ngau, Chief Executive Officer at Penang Global Tourism, Ooi Chok Yan and Chief Executive Officer of STB, Dr. Sharzede Datu Haji Salleh Askor were present to officially launch the Tourism Malaysia booth. 

Signing of a Memorandum of Understanding between Malaysia’s Hwajing Travel & Tours Sdn Bhd and China’s cruise brand Adora Cruises Limited, which was witnessed by Dato Sri Tiong King Sing (third right)

The launching also saw the signing of a Memorandum of Understanding between Malaysia’s Hwajing Travel & Tours Sdn Bhd and China’s cruise brand Adora Cruises Limited, which was witnessed by Dato Sri Tiong.

Also partnering with ITB China 2026 is Malaysia Airlines (MAS) as one of the event’s Partner Airline, alongside EgyptAir. As the national carrier of Malaysia, MAS will be looking to further strengthening its positioning as a gateway to Asia and beyond, while reinforcing its long-term commitment to the China market. This partnership will also deepen MAS’ engagement with travel trade, corporate and MICE partners. 

Dato Sri Tiong King Sing (centre) checking out the A330neo cabin experience at the Malaysia Airlines booth.

“We are delighted to welcome Malaysia Airlines as the Official Airline Partner of ITB China 2026. Leveraging its Kuala Lumpur hub, the airline’s participation will introduce strong international air connectivity to the show and create more practical opportunities for collaborations, further supporting the growth of two-way tourism between China and Malaysia,” said Deputy General Manager of Messe Berlin (China), Lydia Li in a press statement. 

The airline will be presenting its expanding China route network and signature ‘Malaysian hospitality’ at the event, including highlights such as an immersive A330neo cabin VR experience and MATA, its AI-powered virtual cabin crew – the first of its kind in Asia-Pacific - offering an engaging on-site experience for industry professionals and buyers.