14/06/2026
第三届“你好!中国”马来西亚旅游展开幕 青海作为主宾省精彩亮相
6月12日,由吉隆坡中国文化中心指导,马中民俗文旅总商会主办,中国驻马来西亚大使馆和马来西亚旅游、艺术和文化部支持的第三届“你好!中国”马来西亚旅游展在吉隆坡武吉加里尔柏威年会展中心开幕。马来西亚国家旅游局副主席拿督杨顺兴代表马来西亚旅游、艺术和文化部长拿督斯里张庆信,中国驻马来西亚大使馆公使郑学方,青海省文化和旅游厅副厅长马力,吉隆坡中国文化中心主任韩宁以及中马两国文化旅游机构、航空公司、旅游业界、媒体代表和公众嘉宾等出席开幕式。
杨顺兴代表张庆信部长致辞时表示,旅游是促进民心相通、深化文明交流互鉴的重要桥梁。今年恰逢马来西亚旅游年,希望进一步深化马中两国在旅游市场开发、文化交流和产业合作等领域的务实合作,共同推动双向旅游持续增长,为区域旅游业高质量发展注入新动能。
郑学方在致辞中介绍了中国持续优化外国游客来华旅游体验的系列便利化举措。他表示,中方愿同马方携手推进“跟着演出去旅行”“跟着影视去旅行”“跟着赛事去旅行”“跟着非遗去旅行”等旅游新业态合作,不断丰富两国人文交流内涵,为构建高水平战略性中马命运共同体贡献力量。
作为本届旅游展主宾省,青海省精彩亮相。马力表示,青海拥有青海湖、茶卡盐湖、可可西里、祁连草原等世界级生态旅游资源,是古丝绸之路的重要节点和多民族文化交融发展的重要地区。希望借助本届旅游展平台,进一步深化与马来西亚在文化和旅游领域的交流合作,诚挚邀请马来西亚民众走进“三江之源”,领略大美青海的壮丽风光,感受独具魅力的民族文化。
展会期间,青海省文化和旅游厅围绕“山宗水源·大美青海”主题精心打造特色展区,通过文旅摄影展、非遗文创展示、民族文艺展演等多种形式,全方位展示青海独特的高原生态景观、多彩民族文化和深厚历史底蕴。黄河石艺画、掐丝工艺画、青绣、雪豹生态文创产品以及青海省博物馆特色文创产品集中亮相,吸引众多观众驻足参观、互动体验。来自青海的专业演艺团队还带来了“花儿”演唱和民族舞蹈表演,生动展现青海高原文化的独特魅力和开放包容的发展活力。
同期举办的“山宗水源·大美青海”文旅推介会成为展会亮点之一。活动通过资源推介、精品线路发布、业界洽谈对接和文艺展演等形式,全面展示青海优质生态资源、深厚历史文化和独特民族风情。青海省文化和旅游厅、青海海峡国际旅行社、星享铁旅旅游服务有限公司等相关负责人分别围绕文旅资源优势、精品旅游线路及跨境文旅合作项目进行专题推介。系列活动进一步拓宽了青海与马来西亚文旅合作渠道,有效提升了“大美青海”在马来西亚的知名度和影响力。
据了解,本届旅游展展览面积约3000平方米,共设192个标准展位,汇聚多家航空公司、旅行社及文旅相关企业参展。展会期间还将举办文旅推介、文艺演出、非遗展示、互动体验及文旅产品展销等系列活动,为马来西亚民众深入了解中国文化和旅游资源、促进中马文旅业界交流合作搭建专业高效的平台。
Third “Nihao! China” Malaysia Travel Fair Opens in Kuala Lumpur, Qinghai Province Shines as Guest Province of Honor
The third “Nihao! China” Malaysia Travel Fair opened on June 12 at the Bukit Jalil Pavilion Exhibition Centre in Kuala Lumpur. The event was guided by the China Cultural Centre in Kuala Lumpur, organized by the Malaysia-China Folklore Culture Tourism Association, and supported by the Embassy of China in Malaysia and Malaysia’s Ministry of Tourism, Arts and Culture.
Among the distinguished guests attending the opening ceremony were Dato’ Yeoh Soon Hin, Deputy Chairman of Tourism Malaysia, representing Malaysia’s Minister of Tourism, Arts and Culture Dato’ Seri Tiong King Sing; Zheng Xuefang, Minister of the Embassy of China in Malaysia; Ma Li, Deputy Director-General of the Department of Culture and Tourism of Qinghai Province; Han Ning, Director of the China Cultural Centre in Kuala Lumpur as well as representatives from cultural and tourism organizations, airlines, tourism industry partners, media, and members of the public from both China and Malaysia.
In his remarks, Yeoh Soon Hin stated that tourism serves as an important bridge for promoting people-to-people connectivity and enhancing exchanges among civilizations. As Malaysia advances its tourism development agenda, he expressed hope for closer cooperation with China’s tourism authorities and industry partners in tourism promotion, cultural exchanges, and industry collaboration, with a view to fostering two-way tourism growth and injecting new momentum into regional tourism development.
Zheng Xuefang highlighted a series of measures introduced by China to enhance travel convenience and improve the overall experience for international visitors. He noted that China stands ready to work with Malaysia to promote emerging tourism models such as “travel inspired by performances, films, sporting events, and intangible cultural heritage,” further enriching bilateral people-to-people exchanges and contributing to the building of a high-level strategic China–Malaysia community with a shared future.
As the Guest Province of Honor for this year’s fair, Qinghai Province made a remarkable appearance. Ma Li noted that Qinghai is home to world-renowned ecological tourism destinations, including Qinghai Lake, Chaka Salt Lake, Hoh Xil, and the Qilian Grasslands. As an important hub along the ancient Silk Road and a region where diverse ethnic cultures have flourished together, Qinghai hopes to further strengthen cultural and tourism cooperation with Malaysia through the platform of the travel fair. He warmly invited Malaysian visitors to explore the “Source of Three Rivers” and experience Qinghai’s magnificent natural landscapes and unique cultural heritage.
During the fair, the Department of Culture and Tourism of Qinghai Province presented a dedicated exhibition zone under the theme “Magnificent Qinghai: Source of Rivers and Mountains.” Through photography exhibitions, displays of intangible cultural heritage and creative cultural products, as well as ethnic arts performances, the exhibition offered visitors a comprehensive introduction to Qinghai’s unique plateau ecology, rich cultural diversity, and profound historical heritage.
Featured exhibits included Yellow River stone artworks, cloisonné paintings, Qinghai embroidery, snow leopard-themed cultural and creative products, and selected merchandise from the Qinghai Provincial Museum. These displays attracted significant public interest and encouraged interactive engagement. Professional performance groups from Qinghai also staged traditional “Hua’er” folk songs and ethnic dance performances, vividly showcasing the distinctive charm and cultural vitality of the Qinghai Plateau.
A special tourism promotion session themed “Magnificent Qinghai: Source of Rivers and Mountains” was held alongside the exhibition. Through destination presentations, tourism route launches, business networking sessions, and cultural performances, the event introduced Qinghai’s high-quality ecological resources, rich historical legacy, and vibrant ethnic traditions to tourism professionals and the Malaysian public.
Representatives from the Department of Culture and Tourism of Qinghai Province, Qinghai Strait International Travel Service, and Xingxiang Railway Tourism Services Co., Ltd. delivered presentations on Qinghai’s core tourism resources, premium travel routes, and cross-border tourism cooperation initiatives. These activities further expanded channels for cultural and tourism collaboration between Qinghai and Malaysia while significantly enhancing Qinghai’s visibility and influence in the Malaysian market.
Covering approximately 3,000 square meters and featuring 192 standard exhibition booths, this year’s travel fair brought together airlines, travel agencies, and tourism-related enterprises from both countries. A series of supporting activities, including tourism promotions, cultural performances, intangible cultural heritage showcases, interactive experiences, and tourism product exhibitions, will continue throughout the event, providing a professional and effective platform for Malaysians to gain deeper insights into China’s cultural and tourism offerings while promoting exchanges and cooperation between the tourism industries of China and Malaysia.