China’s Hubei Showcased in Malaysia: “Zhiyin Hubei, Majestic Yangtze” Highlights Culture, Nature, and Tourism Cooperation
Early in September 2025, Kuala Lumpur was chosen to host the tourism promotion event “Zhiyin Hubei, Majestic Yangtze”. The initiative sought to improve tourism and cultural relations between Malaysia and the Chinese province of Hubei, as well as to increase the inbound travel market in Southeast Asia. The event, organised by the Hubei Provincial Department of Culture and Tourism, was attended by prominent figures from both countries’ travel industries. By highlighting its natural beauty and cultural treasures, Hubei was promoted as a destination that combines traditional traditions with modern hospitality.
Participation & Collaboration
The promotion was attended by eighteen leading tourism enterprises from Hubei alongside ninety-six Malaysian travel companies. In total, more than 150 representatives from the broader tourism and cultural sectors were brought together. Industry partnerships were encouraged through meetings and exchanges. Special attention was given to direct charter flight possibilities, as easier connectivity between Malaysia and Hubei was recognised as a key step to attract Southeast Asian tourists. Cooperation agreements were signed by several parties, laying the groundwork for more structured partnerships in the years ahead.
Hubei’s Natural Attractions Presented
The centrepiece of the promotion was the display of Hubei’s most celebrated natural landscapes. The Yangtze River and the Three Gorges were highlighted as essential experiences for visitors, with their mix of dramatic cliffs, historical sites, and river cruises.
Wudang Mountain, famous for its Taoist temples and as the birthplace of internal martial arts, was …