A roadshow co-organized by Tourism Malaysia and the Malaysia-China Tourism Culture Promotion Chamber of Commerce (MICA) took place in Taiyuan, capital of North China's Shanxi province, on Sept 4.

This event showcased Malaysia's rich and diverse tourism resources through tourism promotion and business matchmaking, further promoting Sino-Malaysian tourism exchange and cooperation.

A total of 59 Malaysian tourism-related enterprises and institutions participated, including 29 travel agencies, 18 hotel groups, eight "Malaysia My Second Home" (MM2H) agencies, two scenic spot operators, and representatives from the Negeri Sembilan and Perak State Tourism Boards.

During the roadshow, the Malaysian delegation promoted diverse tourism products covering natural ecology, island vacations, cultural heritage, gourmet experiences, and Muslim-friendly services through thematic presentations and business matchmaking.

In the business matchmaking session, Shanxi travel agencies and wholesalers took the opportunity to obtain the latest Malaysian product and resource information to develop tourism routes that better meet the needs of the Chinese markets. Malaysian industry representatives gained a deeper understanding of Shanxi market demands, helping them optimize product structure and marketing strategies.