On September 9, the "My Heart Longing·Leshan Leshan" 2025 China (Leshan) Cultural and Tourism Promotion Global Tour·Malaysia Station Event was held in Kuala Lumpur, Malaysia. More than 80 guests, including representatives from Malaysia's administrative agencies, cultural and tourism enterprises, travel merchants and news media, gathered to discuss cultural and tourism exchanges and cooperation.
Immersive recommendation, wonderful
At the promotion meeting, the solemn and magnificent pictures of Leshan Giant Buddha, the golden top video of Mount Emei surrounded by clouds... instantly brought guests into the beautiful Leshui Leshan.
The national gold medal tour guide and famous Tianfu tourism guide Shi Ke brought an immersive tourism promotion to vividly show Leshan's rich tourism resources and cultural charm. Leshan Big Buddha Tourism Investment and Development (Group) Co., Ltd., Emeishan Tourism Co., Ltd. signed a "Strategic Cooperation Agreement on Inbound Tourism" with the Malaysian Chinese Tourism Association and the Malaysia-China Tourism Culture Promotion Chamber of Commerce. The official award of the "Leshan Cultural Tourism Malaysia Propaganda and Marketing Center" marks a new stage of cooperation between the two sides.
At the scene, Leshan also brought a series of wonderful performances to Malaysian guests, including the Emei martial arts that combine both hardness and softness, the superb traditional tea art performance, the mysterious face-changing and the unique Jiajiang New Year painting production and display, and the wonderful performance won applause.
The event that day was pushed to a climax at the launch ceremony of the "Thousand People Playing Mountain" program - the heads of eight well-known local travel agencies from Kuala Lumpur, Malaysia, including Changfu Tourism, Crown Holiday, Global Tourism, etc., jointly took the stage, and the guests on the scene shouted the Leshan slogan "I yearn for Leshan Leshan". More than a thousand Malaysian tourists are expected to come to Leshan for tourism this year.
After the meeting, the Emei sent the women's kung fu team to enter the city landmarks such as the Twin Towers, Independence Square, the National Mosque, and the Central Arts Square, and carried out a number of flash performances, cleverly integrating martial arts, food and humanistic elements, presenting the diverse charm of Leshan's cultural tourism to local people and tourists.
The mountains and seas are connected, and the cultural context is inherited
Malaysia is an important partner in China's "Belt and Road" initiative. Chinese culture, local customs and international elements are integrated and coexist here, showing a unique temperament of inclusiveness; Leshan is a famous historical and cultural city in China, an excellent tourist city and a world leisure and tourism destination, and is a tourist destination that Chinese and foreign tourists yearn for.
In view of the characteristics of the Malaysian market, Leshan has specially launched a number of themed tourism routes, including a World Heritage Study Tour, a Meditation and Wellness Experience Tour and a Food Culture Exploration Tour. Each route incorporates special experience activities such as arranging tourists to participate in tea picking and making, experiencing Emei martial arts basic courses, which made everyone very moved.
As the first batch of open cities, Leshan has convenient transportation, complete services and preferential policies. After Leshan Airport is put into operation, it will further narrow the time and space distance with Malaysia. Leshan has always regarded Malaysia as an important source market and partner, and has specially launched preferential benefits such as 50% off Le'e Tours and rewards and subsidies for overseas team tourists to warmly welcome Malaysian tourists.
Look together to cooperate and go in both directions
The crabapple flowers bloom red like fire, and the fragrance of the coconut forest is drunk in the South China Sea. At present, Leshan is following the "124" cultural and tourism development idea, promoting the deep integration of culture and tourism, accelerating the construction of an international tourist city, and creating a world-renowned important tourist destination.
In recent years, Ma Le and Le have continued to deepen cooperation in many fields such as culture, tourism, economy and trade, and their friendship has become increasingly deep. The reporter learned that since the beginning of this year, the number of tourists coming to Malaysia has reached 36,000, an increase of 47.8% year-on-year. In May this year, Leshan successfully received a large Malaysian tour group of more than 400 people, setting a new record for the scale of Leshan receiving overseas teams, laying a solid foundation for future continued cooperation.
Before the promotion meeting, our city's delegation held talks with Malaysian guests, focusing on promoting Leshan's cultural and tourism resources, negotiating on the joint development of the Emeishan-Leshan Giant Buddha World Culture and Natural Heritage Special Products, deepening the existing cooperation foundation with Malaysia, further establishing a long-term cooperation mechanism with tourism-related enterprises and travel agencies, and pragmatically hope to use the tourism economy to form an industrial chain, promote the scale of inbound tourism and the extension of the industrial chain. The two sides communicated in-depth communication and exchanges on strengthening the integration of culture and tourism, expanding mutual transmission of customers, and promoting the doubling of tourists, and reached positive consensus on further promoting the integration of culture and tourism and strengthening cultural and tourism cooperation.
With this promotion conference as a new opportunity, Leshan will sincerely invite friends from all walks of life in Malaysia to cross the mountains and seas and pursue their dreams, taste special food, tourism, investment and business development, and live in health and wellness, jointly deepen cultural and tourism cooperation, share development opportunities, embark on a beautiful journey of playing with Jiazhou and walking with You, and personally experience the unique charm of "My heart yearns for Leshan Leshan". (Photo provided by the event organizer)
(Reporter: Yang Xinmei)
