Visit Selangor 2025 Kicks Off in ITB China 2025 Shanghai

Tourism Selangor achieved a key milestone in its international promotional efforts with the official launch of the Mandarin version of its Visit Selangor Year (VSY) 2025 promotional video at ITB China 2025, held at the Shanghai World Expo Exhibition and Convention Centre from 27th to 29th of May 2025. The video was launched by YBM Dato’ Sri Tiong King Sing, the Minister of Tourism, Arts and Culture Malaysia and officiated together with YB Dato' Ng Suee Lim, Selangor’s Executive Council Member for Local Government and Tourism. This strategic launch underscores Selangor’s commitment to strengthening its presence in the China market and aims to boost tourist arrivals from China by 25% in 2025, positioning the state as a premier destination for tourism and investment.

The launching of Visit Selangor Year 2025 official promotional video in Mandarin by YBM Dato’ Sri Tiong King Sing, the Minister of Tourism, Arts and Culture Malaysia

As Malaysia’s most developed and accessible state, Selangor continues to lead the country’s inbound tourism from China, having recorded 584,566 Chinese tourist arrivals in 2024. Among the top-performing destinations are the Petaling district, with Subang Jaya notably ranking as the most visited location by Chinese travellers.

YB Dato’ Ng Suee Lim, Selangor’s EXCO for Local Government and Tourism in a statement said, Selangor aims to build long-term bilateral cooperation with Chinese travel and business partners while inviting more investment in our thriving tourism ecosystem. Our goal is to attract 8 million tourists and generate RM11.7 billion in tourism receipts this year.

YB Dato’ Ng Suee Lim, the EXCO of Local Government and Tourism of Selangor with the Selangor delegates at ITB China 2025 in Shanghai

“We are optimistic that through strategic engagements at ITB China and our targeted campaigns, we can achieve a 25% increase in Chinese tourist arrivals for 2025. This is supported by enhanced Shanghai–Kuala Lumpur flight connectivity, with 81 weekly flights operated by China Eastern, Malaysia Airlines, AirAsia, Juneyao and Shanghai Airlines. Selangor is ready to collaborate with investors and tourism stakeholders, in line with the First Selangor Plan (RS-1) and the Surprising Selangor global campaign under VSY 2025”, he added.

Tourism Selangor’s delegation at ITB China includes 7 leading tourism product operators representing a wide array of offerings from hotels and theme parks to eco and experiential tourism. Among them are Sunway Lagoon, Skyluge, D’King, Farm In The City, Wet World Shah Alam, Eastin Hotel and One World Hotel.

From right, Datuk Manoharan Periasamy the Director General of Tourism Malaysia, YBM Dato’ Sri Tiong King Sing, the Minister of Tourism, Arts and Culture Malaysia and YB Dato’ Ng Suee Lim, the EXCO of Local Government and Tourism of Selangor

The state is leveraging more than 40 scheduled B2B meetings with Chinese travel agents, along with two key G2G sessions with the Malaysian Consulate and Tourism Malaysia Shanghai, to expand collaboration opportunities and enhance destination visibility.

Tourism Selangor is also extending FAM trip invitations to Chinese agencies and travel associations, offering tailored ground support for potential collaborations. With a growing demand for eco-tourism, gastronomy, agro-tourism, MICE and investment tourism, Selangor is well-positioned to cater to evolving traveller preferences and drive inbound growth in the competitive China market.