Malaysia has emerged as a top outbound destination for Chinese travelers, says Li Mengran, marketing manager of Utour, a travel agency in Beijing.

The country's visa-free policy has significantly boosted travel demand from China, giving rise to notable growth in the trip bookings, Li says.

"For culture enthusiasts, the country provides immersive heritage tours featuring Kuala Lumpur city sights as well as activities such as watching historical theater performances at Encore Melaka Theatre, riding vintage trams and exploring Peranakan culture through museum visits and traditional costume workshops."

Island getaways represent another major draw, with destinations such as Sipadan for diving and Redang Island, where the popular Chinese movie Summer Holiday, was filmed.

"The trend of island-hopping packages has taken off, offering stays at scenic resorts and a range of water activities from snorkeling to sea kayaking," Li says. "These picturesque locations, complete with overwater villas and pristine sandbars, have proved particularly appealing for social media-savvy younger Chinese travelers."

More than 80 percent of Utour customers who are under 40 have opted for visits to those island destinations, such as Sabah and Semporna, Li says.

Travel by families has flourished as well, with Legoland Malaysia Resort a big draw for parents and children, Li says.

"Malaysia's repeat-visit potential is huge. Many explore cities first, then return for islands."

To spice up travel for Chinese, more tailored visits are being prepared, including luxury shopping, cultural heritage tours and eco-friendly destinations, Gan says.

Mandarin-speaking services and Alipay and WeChat Pay will be made more widely available, he says.

"These strategies aim not only to increase the number of visitors but also enhance their overall experience and spending in Malaysia."