Turning buzz into intent: What Fan Bingbing's Melaka moment means for tourism

When Chinese actress Fan Bingbing was appointed as Melaka’s tourism friendship ambassador in August, and subsequently conferred a "Datuk" title, the news quickly became a social media talking point. Her appointment was credited with boosting Chinese tourist arrivals from 204,818 in 2023 to 664,687 in 2024, alongside reports of over 1.5 billion WeChat impressions from her campaigns.

Fan was appointed Melaka’s state tourism ambassador mid-last year to promote Visit Melaka 2024, the state’s campaign aimed at repositioning itself as a key global destination. As part of her role, she has visited major tourist spots and showcased local culture, from traditional attire to tasting local delights such as durian cendol.

Beyond the headlines and viral posts, the conferment of the Datuk title on Fan has reignited discussion around the strategy of appointing foreign celebrities as tourism ambassadors.

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Online sentiment around Fan Bingbing’s appointment as Melaka’s tourism friendship ambassador has been largely positive, driven by pride and recognition, Isentia reported. Posts celebrated the ceremony with messages, photos, and short videos tied to Melaka’s tourism efforts.

Support was strongest in Malay and Indonesian posts, where language and cultural familiarity boosted engagement. Some scepticism arose over the “value and cost of the title,” with phrases like “celebrity price tag” and “honorary Datuk title” appearing in discussions.

Overall, 66.2% of mentions were positive, 22.7% neutral, and 17.2% negative. Criticism centred on Fan not being Malaysian and rumours linking her to a local entrepreneur, though these were outweighed by messages celebrating her recognition and the attention it brought to Melaka.

Nikita Gundala, SEA marketing lead at Isentia, said cultural resonance and pride drive strong engagement. “It’s a signal to PR and communications leaders to prioritise authenticity and transparency as much as possible,” she said. “Because audiences value this.”

Looking beyond the online chatter, Fan Bingbing’s Melaka moment raises the question: how effective is an international ambassador in the long run, and what are the potential risks?

Storytelling is everything

Fan's appointment is also part of a growing global trend of leveraging high-profile foreign celebrities to boost tourism. From BTS for South Korea, Lionel Messi for Saudi Arabia, Shah Rukh Khan for Dubai, to Jackie Chan for Hong Kong, destinations are increasingly recognising the reach and influence that internationally recognised personalities can provide.

Sharifah Menyalara Hussein, CEO and founding partner of M+C Saatchi Malaysia, stressed that tourism is ultimately about storytelling, and the right storyteller can change everything.

A global ambassador isn’t just a face for a campaign.

"They can transform how the world sees a place and how quickly audiences are drawn to experience it." she added.

International celebrities can elevate a destination’s profile almost instantly, building awareness and credibility far faster than traditional campaigns. Fan Bingbing, Sharifah noted, brings “enormous visibility and aspiration to Melaka in China, something a local figure simply couldn’t achieve there.”

She also highlighted the ambassador’s role in amplifying local culture: “When someone like Fan Bingbing experiences Melaka’s culture, heritage and food and shares that with millions, she becomes a cultural bridge. Her followers are inspired to come and experience the same things she did.”

Foreign vs local

However, should Melaka have considered appointing a local celebrity instead? All three industry players which A+M spoke to, emphasised that foreign and local figures play complementary roles.

Shermaine Wong, co-founder and CEO of Cult Creative, said that “picking a foreign celebrity is like borrowing trust from someone with a large fan base. They can help open new markets that were previously out of reach." She added: "The best campaigns continue to tell stories and engage audiences even after the initial announcement.”

Local figures, meanwhile, provide cultural grounding and long-term connection. Stephanie Looi, country general manager of Hepmil Malaysia, said: “The best strategy isn’t to pick one over the other, but to combine both. global stars to pull attention in, and local heroes to showcase the heart of the culture."

Wong concurred, and shared that having international reach provides visibility, but authentic local experiences create lasting influence.

A celebrity can bring fame to your destination, yet only locals can add depth and authenticity.

She suggests combining star power with local creators who excel at conveying culturally rich, emotionally compelling stories, for a combination that ensures an enduring impact.

Risks and measuring impact

Celebrity campaigns are not without risks. Sharifah stressed the importance of strategic market focus. “Would we consider using an Indian star to promote Malaysia to Indian travellers, or is China the main focus? These are important questions when planning for the long term.”

She explained, that her main concern was cost. "These partnerships are expensive, and may have a limited campaign window. It’s important to think strategically about the markets we want to prioritise and how we use the ambassadors."

Meanwhile, Looi warned that “if the partnership feels fake, people can see through it. Celebrities are human too; if they get into controversies or bad press, it can reflect badly on the destination.” Wong added that celebrities may overshadow local culture if not managed carefully, but with the right approach, “celebrities can draw attention while giving local voices a platform to share authentic stories.”

Additionally, measuring success for such campaigns requires looking beyond impressions. Looi explained: “True ROI for tourism needs to cover the whole journey. At the awareness stage, I'd look for social-first signals. Then at the consideration stage, I would see if people are engaging with destination content, saving posts, tagging friends or clicking through to tourism websites." 

Impressions are just the starting point. The real ROI is when social buzz turns into travel intent, and then into real-world impact.

And that's tourists who not only travel to the destination, but stay longer, explore more, and spend in ways that benefit the local community.

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