Tourism Malaysia partners Xiaohongshu to boost Chinese arrivals

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Tourism Malaysia has signed a strategic memorandum of collaboration (MoC) with REDBOOK Holdings, the company behind China’s popular lifestyle platform Xiaohongshu, as part of its efforts to position Malaysia as a top destination for Chinese travellers ahead of Visit Malaysia 2026 (VM2026).

The partnership, formalised in Shanghai on 28 May, signals a new chapter in Malaysia’s tourism promotion strategy for the Chinese market. With over 300 million monthly active users, Xiaohongshu is a major influence on travel choices among Chinese consumers, particularly younger audiences. Tourism Malaysia hopes to tap into this reach to boost visibility and engagement through digital storytelling, immersive content, and strategic campaigns.

As part of the collaboration, Tourism Malaysia will operate an official Xiaohongshu account to publish content covering all 13 Malaysian states. It will also work with Xiaohongshu on digital campaigns, offline activations, analytics, and public opinion monitoring to better understand and engage with Chinese travellers.

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“Malaysia has been consistently trending on Xiaohongshu as one of the most searched and talked-about destinations among Chinese users,” said Manoharan Periasamy, director general of Tourism Malaysia. “We are excited to formalise this strategic collaboration with Xiaohongshu. China remains as one of our top source markets, and this partnership aligns with our mission to deliver rich, engaging, and authentic experiences to Chinese travellers."

He added that by tapping into Xiaohongshu’s unique digital storytelling ecosystem, Tourism Malaysia aims to elevate Malaysia’s tourism appeal and welcome more visitors from China, especially in conjunction with VM2026.

Qianyue, general manager of Xiaohongshu Global Business Solutions, said the partnership marks the beginning of an exciting collaboration. “Xiaohongshu has always been committed to bridging high-quality content with authentic travel experiences, and Malaysia’s rich culture, breathtaking landscapes, and delicious cuisine have long been a favorite source of inspiration for our Chinese users," she said.

"For the VM2026, Xiaohongshu will fully leverage our platform resources to support Malaysia in becoming a must-visit and trusted destination for Chinese travellers. Through our unique ‘Discover-Plan-Experience’ content ecosystem, we aim to showcase Malaysia’s diverse charm and help more travellers uncover The Beauty of Malaysia," Qianyue added.

The MoC is also aligned with Malaysia’s broader push for digital transformation in tourism marketing, with VM2026 set to highlight the nation’s sustainability journey and cultural richness. The campaign is also part of a wider regional effort under the Indonesia-Malaysia-Thailand growth triangle (IMT-GT) visiting year 2023–2025.

Tourism Malaysia's move underscores its commitment to tapping into high-growth digital platforms and fostering cross-border media engagement, positioning the country as a trusted and desirable destination for China’s ever-evolving travel market.

Tourism Malaysia has been on a partnership roll, as it recently announced a tie-up with global travel platform Agoda to elevate the country’s profile as a premier destination ahead of VM2026. The two-year partnership will see the launch of a series of digital campaigns across Agoda’s platforms to promote Malaysia’s diverse attractions, ranging from cultural heritage and cuisine to lush rainforests and modern cityscapes.

Beyond campaign rollouts, the partnership includes knowledge-sharing workshops focused on traveler behaviour and sustainable tourism practices. Additionally, Agoda will promote Malaysia through its global site and app, tapping into its wide user base across key markets including Asia, Europe, and North America.

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