Malaysia’s tourism sector received a significant boost with the launch of Juneyao Airlines’ inaugural direct flight from Shanghai Pudong International Airport to Kuala Lumpur International Airport (KLIA).
The new route shows a strategic milestone in enhancing connectivity and deepening tourism cooperation between Malaysia and China, particularly as the country prepares for Visit Malaysia 2026 (VM2026).
Operating four times a week under flight number HO1353, Juneyao Airlines will deploy the Airbus A320neo aircraft on this route, offering 162 seats per flight. This direct service is expected to cater to the growing demand for travel between Shanghai and Kuala Lumpur, providing added convenience for both business and leisure travellers.
The establishment of this route is aligned with Malaysia’s efforts to tap into Shanghai’s reputation as one of China’s most prominent outbound travel markets and a major international financial hub.
With its vast global connectivity, Shanghai presents an ideal launching point for Chinese travellers seeking to explore Southeast Asia, and Kuala Lumpur is now positioned as a strategic gateway in the region.
The inaugural flight’s arrival at KLIA was met with a warm welcome from Tourism Malaysia, represented by Deputy Director General, Mr. Samuel Lee Thai Hung. Also present were key representatives from Juneyao Airlines, Malaysia Airports Holdings Berhad (MAHB), and Pos Aviation, symbolising a collaborative effort across the aviation and tourism sectors.
In his remarks, Mr. Samuel Lee underscored the importance of strategic partnerships in achieving sustained tourism growth.
“Tourism Malaysia remains committed to working closely with Chinese airlines and trade partners to ensure sustained growth and mutual benefit. This initiative aligns with national strategies to expand market outreach ahead of Visit Malaysia 2026 (VM2026), which will focus on promoting cultural and sustainable tourism in line with the United Nations Sustainable Development Goals (UNSDG),” he said.
Tourism Malaysia views the enhanced air connectivity with China as not only a short-term achievement but also a crucial element in long-term tourism development.
Improved accessibility from key cities like Shanghai is expected to drive stronger inbound traffic and boost the tourism economy, especially in hospitality, retail, transport, and local attractions.
The timing of this new route is particularly significant. From January to April 2025, Malaysia recorded a total of 1.44 million visitor arrivals from China, reflecting a 37.8% increase compared to the same period in 2023 and a 22.6% rise over pre-pandemic 2019 levels.
This upward trend signals a robust recovery of the Chinese market and the growing appeal of Malaysia as a travel destination.
Additionally, the Malaysian government’s decision to extend visa-free entry for Chinese nationals until 31 December 2026 further enhances the appeal of Malaysia for Chinese travellers. Combined with increased flight availability through partnerships like this, the policy is expected to contribute to even stronger tourist arrivals in the coming years.
Beyond tourism, this development also supports broader regional integration under the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) framework. The growth triangle initiative promotes economic collaboration and connectivity in the region, with tourism acting as a vital pillar. Strengthened air routes such as this play a key role in facilitating people-to-people exchanges and expanding regional cooperation.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
