In golden October, the weather starts to become cool, leaves begin to turn red, and the air is full of fragrance in Sichuan. Along with that the charmingly naïve pandas appeared in the busy downtown area of Kuala Lumpur, the global tourism marketing activity, “Beautiful China, More than Pandas” sponsored by China National Tourism Administration and undertaken by Sichuan Tourism Development Committee forcefully landed in Kuala Lumpur, the capital of Malaysia. Various kinds of promoting and marketing activities were solemn and warm; media interaction was new and rich; the products with the theme of ice and snow made an eye-catching appearance and drew a lot of attentions of the people in the local industry. A cool Sichuan tourism wind blows on Malay Peninsular close to the equator.
In the afternoon of October 14 local time, Sichuan Tourism Promotion Conference was held in Kuala Lumpur in high profile; many guests from the industry arrived at the site of activity, and nearly all famous media of this country gathered there. Mr. Chen Hanwen who is the deputy director (Asia/Africa) of International Promotion Unit in Malaysia Tourism Promotion Bureau, Mr. Lin Jianyi who is the chief officer of tourism affairs in International Promotion Unit, Mr. Nigel Wong who is the secretary general of MATTA (Malaysian Association Of Tour And Travel Agents), Mr. Mita Lim who is the vice chairman of MATTA, Mr. Bao Yixiong who is the chairman of MCTA (Malaysia Chinese Tourism Association), Mr. Roger Hia who is the vice chairman of MCTA, Ms. Lee Fook Moi who is the chairman of St. Maryland Chinese Association, Syed Mohd Razif (Datuk) who is the chairman of the largest internet tourism group in Malaysia, the responsible person of Golden Destinations which is the largest tourism wholesaler in Malaysia, the responsible person of Balo Tourism which is a large-scale travel agency, and the responsible people of over 120 travel agencies throughout the country made personal appearance in the site. Among them, there were a lot of representatives of Muslim travel agencies. The Star which is the largest English newspaper medium in Malaysia, Berita Harian which is the largest Malay newspaper medium, Chinapress, Sin Chew Daily and Oriental Daily News which are top three Chinese newspaper media, Kosmo which is the party newspaper of Malaysian ruling party, RTM which is the state-operated TV station of Malaysia, Bernama which is the Malay and English channel of state TV station, the representatives of Airasia Airline, and the cameramen and journalists of numerous tourism websites came to the site to post reports. Over 150 media and guests from the industry actively arrived at the site to take part, which made the meeting place of promotion conference a full house. With so high standard and so many people, the great charisma of Sichuan tourism in Malaysia can be seen in a glance.
At the conference, Mr. Chen Hanwen who is the deputy director (Asia/Africa) of International Promotion Unit in Malaysia Tourism Promotion Bureau deeply showed agreement with the great influence of Sichuan tourism in Malaysia, and sincerely wished the tourism between Sichuan and Malaysia can complement each other and obtain a win-win.
With the data table of industry, Mr. Nigel Wong who is the secretary general of MATTA (Malaysian Association Of Tour And Travel Agents) showed that the four-season products with the theme of ice and snow are very popular in Malaysia and have an encouraging prospect.
Mr. Bao Yixiong who is the chairman of MCTA (Malaysia Chinese Tourism Association) extended warm congratulations on the huge leap of Sichuan tourism in Malaysian market, and expressed that he would organize the representatives of industry to visit Sichuan again to carry out investigations and help Sichuan products continuously prompt a rush.
At the conference, the delegation of Sichuan tourism showed all the guests the beauty of four seasons in Sichuan, especially the beauty of crystal ice and snow, which made all the guests yearn for it. The rich information and humorous questions attracts audiences to actively take part and answer questions. Guests’ correct understanding of Sichuan tourism was pleasantly surprising; the sounds of knowing laughter and applauses burst from time to time at the conference.
Beijing JSB Destination Marketing Institution introduced the “double-thousand engineering” of Sichuan tourism and the reward policy of Sichuan inbound tourism. Mr. Wang Xun who is the general manager of Chengdu Huamei International Travel Agency and Dino Goh who is the international communication ambassador of Sichuan Golden Tourism Corridor and the medium expert in Malaysia recommended Sichuan tourism together and especially introduced the rich mature receptive resources in Sichuan for Muslim tourists. Dino Goh is a native-born Malaysian. He visited Sichuan for many times and fell in love with the delicious food and beautiful sceneries in Sichuan. His lively and humorous sharing stroke a chord with the guests on site. Jiuzhaigou scenic spot, Huanglong scenic spot, Leshan Giant Buddha on Mount Emei, Mount Qingcheng at Dujiangyan, and giant panda habitat are all the places that the Muslim tourists in Malaysia year for.
Afterwards, the wonderful face changing of Sichuan opera, on-site signing between the Sichuan travel agency and Malaysian industry, and the lucky draw and interactive link made 2h-lasting conference held in a warm atmosphere. After the conference, the guests still didn’t want to leave; the traveling salesmen and medium representatives surrounded Sichuan delegation to ask questions and showed that they were very interested in Sichuan.
Action speaks louder than words. “Golden Destinations” which is the largest tourism wholesaler in Malaysian negotiated with Sichuan travel agency on site to implement the plan of “Ten Thousand Malaysians Touring Sichuan in 2017” which will be the largest plan of single travel agency annually sending guests to Sichuan in the market of Southeast Asia for Sichuan inbound tourism. At the same time, SUTRA UTAMA SDH BHD which is the largest Muslim tourism dealer in Malaysia will unite the travel institutions of Muslim countries such as in Malaysia, Indonesia, Brunei, Middle East and so on to establish a combined platform to promote the four-season products of Sichuan to about 300 million Muslim people in Southeast Asia and conduct “Sichuan icebreaking” launch and development to numerous Sichuan tourism products for tourist groups of free travel, leisure travel, ice and snow experience, border crossing travel, theme travel, etc.
On October 15, the panda quick flashing public promotion activity as one of Sichuan tourism marketing activities this time was held in Kuala Lumpur Titiwangsa Park; panda men came on the stage, and lively music beats covered the whole site. Along with the rich appraises and rush responding given by the social media of Sichuan tourism, the on-site atmosphere reached climax, and panda men also became the “sweet pastry” that the on-site people competed to take photos.
During the period, the delegation of Sichuan tourism also participated in the Sichuan tourism promoting and marketing activities. Under the twin towers which are the classic city mark of Kuala Lumpur, facing over 500 thousand traffic flow every day, the bus station with the theme of outdoor Sichuan ice and snow tourism made an eye-catching appearance. This station is put advertisement by a famous bank in Malaysia over a long period of time. This bank specially authorized to transfer this golden place for the image promotion of Sichuan tourism. At the same time, the bus with the theme of Sichuan tourism was also synchronously put on the streets at the urban business district of Twins Towers, which started the exhibition trip of Sichuan tourism-themed bus in Kuala Lumpur. Along with the amazing appearance of panda men wearing red pepper garment in front of Sichuan cuisine restaurant on the food street of Kuala Lumpur, “Trip of Sichuan Food and Global Famous Sichuan Cuisine Restaurant” was also seductively launched.
Sichuan tourism marketing activities in Kuala Lumpur this time were new in form with unceasing climaxes. It attracted a lot of praises from Malaysian industry and was widely transmitted by the main media and private media. In Chinese mainland, Sichuan tourism becomes the first tourism promoting forerunner stereoscopically putting the tourism of various themes into advertisement in the busy downtown area of Kuala Lumpur, and becomes a leader who firstly marches into the huge Muslim market. Sichuan tourism made the coolest, strongest and the most shocked tourism sound in Malaysia. In the future, the increase of the market in Southeast Asia including Malaysia can be forecasted.