Charm of Jiangsu Culture and Tourism Promotion Conference 2026 in Kuala Lumpur
Charm of Jiangsu Culture and Tourism Promotion Conference 2026 in Kuala Lumpur
The “Charm of Jiangsu” Cultural & Tourism Promotion Conference 2026 was held successfully in Kuala Lumpur on 26 June. Organized by the Jiangsu Provincial Department of Culture and Tourism, hosted by the Jiangsu Tourism (Southeast Asia) Promotion Centre and co-organised by MATTA, the event aimed to strengthen China–Malaysia cultural exchange and further expand Southeast Asia’s inbound tourism market.
Tailored to Malaysian travellers’ interests, the promotion combined immersive experiences with practical travel information. It attracted more than 40 Malaysian travel agencies, airlines and media representatives, as well as additional online participants. The opening featured guzheng and dizi performances of “Jasmine Flower” and “Picking Red Water Chestnuts”, followed by a creative rendition of Malaysia’s classic “Rasa Sayang”, underscoring the cultural ties between the two regions.
In his welcome address, Mr. Paul Chin, Director of the Jiangsu Tourism (Southeast Asia) Promotion Centre, highlighted that the Jiangsu Provincial Department of Culture and Tourism places great importance on the Southeast Asian market. He warmly invited tourism industry partners from Malaysia to visit Jiangsu and experience its unique attractions firsthand, while working together to introduce the beauty of “Water Charm Jiangsu” to more local travellers.
During the presentation session, the organiser showcased the distinctive cultural and tourism appeal of “Water Charm Jiangsu” from every perspective. As one of China’s leading cultural and tourism provinces, Jiangsu boasts a rich historical and cultural heritage, breathtaking natural landscapes, and serves as a premier destination for international visitors seeking an authentic and immersive experience of the Jiangnan region and its unique cultural charm.
To improve the experience for Malaysian visitors, Jiangsu introduced several inbound-friendly services, including complimentary arrival SIM cards, instant tax refunds at purchase, the Luggage Go baggage delivery service, bilingual service counters, multilingual ticketing, and multi-currency and international online payment options. The event also presented five themed travel routes across 13 distinctive Jiangsu cities, covering sightseeing, gastronomy, intangible cultural heritage, eco-wellness and cultural retreats. Guests joined hands-on intangible cultural heritage activities, while leading Jiangsu travel enterprises participated online to introduce exclusive partnership incentives.
Malaysia’s tourism industry warmly received the promotion, commending its rich content, immersive experiences and practical collaboration opportunities.
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