KUALA LUMPUR: Malaysia's small and medium-sized enterprises (SMEs) and tourism players are being encouraged to tap into China's recovering outbound travel market through digital platforms, as changing consumer behaviour creates new opportunities for Malaysian brands.
Xiaohongshu Business, in collaboration with the Malaysia-China Chamber of Commerce (MCCC), recently hosted a series of Xiaohongshu Malaysia Chinese Business Growth Summit sessions in Kuala Lumpur, Negeri Sembilan and Melaka, attracting more than 300 entrepreneurs, tourism operators and SME representatives.
The organisers said the continued recovery of China's outbound tourism market presents significant growth opportunities for Malaysia's tourism industry and SMEs, particularly those able to adapt to digital-first consumer behaviour.
In a statement, MCCC said it will continue facilitating cooperation between Malaysian and Chinese businesses across the digital economy, tourism, trade and commerce, while helping local enterprises better understand evolving Chinese consumer demand.
The three sessions formed a broader roadmap, moving from market insights in Kuala Lumpur to cultural tourism development in Negeri Sembilan and targeted industry collaboration in Melaka.
During one of the sessions in Kuala Lumpur, Xiaohongshu Business regional head of commercial cross-border Asia and Middle East Dodo Kwong shared insights on how the platform's content-driven ecosystem can help Malaysian brands reach targeted consumers in Malaysia and ASEAN markets.
In Negeri Sembilan, the discussion focused on opportunities within the tourism sector, with participants exploring ways Malaysian tourism operators could better engage Chinese travellers through digital platforms.
Negeri Sembilan Tourism, Arts and Culture Committee chairman Nicole Tan Lee Koon highlighted the potential for greater collaboration between local tourism stakeholders and digital platforms.
Xiaohongshu business representatives shared that Chinese travellers are increasingly using content platforms to research destinations before making travel decisions, with growing interest in unique local experiences, accommodation, food and cultural attractions.
The Melaka session continued the tourism focus, bringing together hotel operators, tourism attractions and restaurant owners to discuss strategies for attracting Chinese visitors.