A direct flight from Kuala Lumpur to Chengdu takes just four and a half hours. Neither the 3,000 kilometers of mountains and seas can diminish the allure of Sichuan's giant pandas, snow-capped landscapes, and ancient Shu cultural heritage—elements that are increasingly coming into the view of Malaysian tourists through social media platforms.

Then Yeong Kong, Melaka Chapter Chairman of the Malaysian Chinese Tourism Association, has been contemplating how to better introduce Sichuan's tourism resources to the local market.

Enthusiastic exchanges off the field

Then Yeong Kong stated that he hopes to use the new flight as a starting point to increase air connectivity and facilitate tourist arrivals. He added that promotional efforts by the association will also be intensified in both English and Malay to reach a broader audience.

Armed with market insights and visions for cooperation, global tourism representatives gathered in Chengdu. On September 28, the Sichuan International Travel Trade Conference for Inbound Tourism was held, marking the province's first-ever conference dedicated specifically to inbound tourism. Eighty overseas travel operators from 14 countries as well as China's Hong Kong, Macao, and Taiwan regions attended the event, aiming to transform Sichuan's unique resources into high-quality products recognized and booked by international visitors.

A view of the conference venue

On-site data underscored the robust momentum of Sichuan's inbound tourism. Ctrip's rankings listed Chengdu among the "Top 100 Global Destinations for 2026"; according to Dida data, inbound tourist arrivals in Sichuan surged 282% year-on-year in the first half of 2026, with Chengdu ranking fifth nationwide in popularity. As of August 2026, Tianfu International Airport operated 64 international and regional passenger routes, maintaining its leading position in central and western China, while the minimum transit time has been reduced to under 90 minutes, significantly enhancing travel convenience.

Sichuan boasts world-class natural scenery, ancient Shu heritage, and diverse ethnic customs, complemented by policies such as visa-free entry and tax refunds, alongside a continuously upgrading service system. The conference conveyed a clear message of openness: Sichuan warmly embraces global visitors to experience "Sichuan Ease".

A view of the conference venue

As a gateway for opening-up in western China, Chengdu continues to optimize its services. Paperless customs clearance has become widespread, foreign bank card payment coverage has expanded, and an instant tax refund scheme for departing tourists has been implemented, while multilingual services in core commercial districts have been improved. From January to August 2026, Chengdu received 1.693 million inbound tourists. Sichuan has extended an invitation to the world, welcoming visitors to experience the multifaceted dynamism of Chinese modernization.

The conference unveiled 10 premium inbound tourism routes in Sichuan and 10 cross-regional itineraries featuring "entry via Chengdu and exit via Chongqing" or vice versa, while launching the global campaign "Sichuan Invites You!" In the business matching area, domestic and international representatives engaged in lively discussions on route distribution, project implementation, and mutual exchange of tourist sources.

Authoritative representatives from multiple countries offered suggestions for cultural and tourism cooperation with Sichuan. Afaf CHEHAM, representative of Morroco's Confédération Nationale du Tourisme, recalled the historic travels of Ibn Battuta to China, noting that tourism builds bridges across vast distances, connecting trade, culture, and people-to-people ties. Citing the Confucian saying, "Is it not delightful to have friends coming from afar?" she echoed Morocco's tradition of hospitality and emphasized the complementary nature of the two destinations: Sichuan is home to five UNESCO World Heritage Sites and giant panda habitats, while Morocco possesses nine World Heritage Sites and Sahara Desert resources, and will co-host the 2030 FIFA World Cup. She expressed hope that tourism would foster mutual understanding, elevate friendship, and solidify cooperation.

A view of the conference venue

Aníbal Cabral, Uruguayan Ambassador to China, visiting Sichuan for the first time, remarked that the province offers both profound history and rich experiential opportunities. He expressed his expectation that the conference would deepen China-Uruguay friendship and expand practical cooperation in culture, tourism, and trade.

Carla Celotti, Deputy Consul General at the Brazilian Consulate General in Chengdu, praised Chengdu as one of the finest places she has ever visited, highlighting the warmth of its people and culture. She observed that the city embodies a deep historical legacy while functioning as a modern metropolis with convenient transportation, offering numerous attractions beyond its renowned cuisine and giant pandas.

This conference served not only as a promotional platform but also as a catalyst for overseas travel operators to place "Sichuan Ease" on the travel itineraries of more international tourists.

【本篇文字部分内容由 AI 辅助写作，特此声明。Please note: the text in this article was created with the help of AI.】