From April 2nd to 6th, the Gansu Provincial Department of Culture and Tourism organized cultural and tourism enterprises from the province to participate in the MATTA FAIR International Travel Fair in Malaysia, where they held a special promotional event for Gansu's cultural and tourism offerings. Under the theme "Gansu, a Wonder on the Silk Road," the exhibition and promotion activities leveraged the MATTA FAIR as a platform to highlight Gansu's unique resources as a golden segment of the Silk Road. By connecting with two key markets in Malaysia—Kuala Lumpur and Penang—the event comprehensively showcased Gansu's cultural and tourism resources and premium travel routes through various formats, including exhibitions, dedicated promotions, and targeted seminars, thereby strengthening collaborative consensus with Malaysia's tourism industry.

This Gansu tourism exhibition at the MATTA FAIR integrated Silk Road cultural elements with regional characteristics of Gansu, combining graphic display boards, promotional videos, and cultural and creative exhibits to comprehensively showcase Gansu's core cultural and tourism resources. Leveraging the platform of the fair, it enabled more Malaysian people to learn about Gansu's historical culture and natural landscapes. During the exhibition, participating cultural and tourism enterprises from Gansu explored various sections of the fair to gain insights into the latest trends and promotional strategies in Malaysia's tourism market. They connected with tour operators, distributors, and media resources present at the event, conducted negotiations, and exchanged resources.

During the stay in Kuala Lumpur, the Gansu Provincial Department of Culture and Tourism, in collaboration with the China Cultural Centre in Kuala Lumpur, organized a targeted symposium. Special discussions were held with three key associations: the Malaysian Association of Tour and Travel Agents (MATTA), the Malaysian Chinese Tourism Association, and the China-Malaysia Folk Culture and Tourism General Chamber of Commerce. The discussions focused on topics such as the compatibility of Gansu’s cultural and tourism resources, the development of cross-border travel routes, and mechanisms for mutual tourist exchanges. The Malaysian tourism industry was invited to conduct on-site inspections and familiarization trips to Gansu at an appropriate time, with the aim of advancing practical cooperation.

The delegation also made a special trip to Penang, Malaysia, to host a dedicated promotional conference for Gansu's cultural and tourism resources. The event was attended by over 100 participants, including key representatives from local travel agencies in Penang, leaders of Chinese community organizations, travel influencers, and journalists. During the conference, detailed information was provided on round-trip flights between Lanzhou, Dunhuang, and Kuala Lumpur, as well as domestic connecting flights within Gansu Province for inbound travelers. Additionally, measures to facilitate payment services for inbound tourism in Gansu were highlighted. Through thematic presentations and video showcases, the conference focused on cultural affinities between Gansu and Penang, introducing tailored cultural and tourism products for the Malaysian market. On-site itinerary consultations and B2B sessions for tourism enterprises were organized to further stimulate the Penang tourist market. The event was covered by Malaysian Chinese media outlets such as Guangming Daily and Guanghua Daily.

The MATTA FAIR International Travel Fair is Malaysia's largest and most influential consumer tourism exhibition, serving as a core platform for targeted promotion to deeply engage the Malaysian and Southeast Asian tourism markets. In 2025, nearly 40,000 Malaysian tourists visited Gansu, making Malaysia the top international source market for the province. Through this promotional and exhibition event, Gansu has further solidified Malaysia's position as its primary inbound tourist source country, precisely reached key customer groups, and established long-term cooperative bridges. By fostering in-depth collaboration with Malaysia's three major tourism associations and leading enterprises, the event has driven the development of cross-border cultural tourism products, mutual tourist exchanges, and reciprocal route promotion, contributing to the sustained growth of Gansu's inbound tourism market.