The 55th MATTA Fair takes place in Kuala Lumpur, Malaysia from Sept 6 to 8. [Photo/WeChat account: sdswltwx]

Shandong province participated in the 55th MATTA Fair held in Kuala Lumpur from Sept 6 to 8. As one of Asia's most significant tourism events, the MATTA Fair attracted 284 exhibitors from 15 countries.

To promote inbound tourism and solidify its position in the Southeast Asian market, the Shandong Provincial Department of Culture and Tourism organized a delegation of key travel agencies, airlines, and intangible cultural heritage representatives to participate in the event.

The Shandong pavilion featured a promotional video titled "Hello Shandong", along with a variety of brochures, maps, and guides that highlighted the province's rich cultural and tourism resources. Visitors were also invited to participate in interactive activities such as sugar painting and dough modeling, two forms of intangible cultural heritage.

The interactive experiences of intangible cultural heritage, such as sugar painting and dough modeling, organized by the Shandong pavilion, attract a large number of visitors. [Photo/WeChat account: sdswltwx]

On Sept 6, the Shandong delegation hosted a tourism product presentation in Kuala Lumpur, launching five themed travel routes and engaging in business negotiations with potential partners.

Looking ahead, Shandong plans to intensify its marketing efforts in Malaysia, refine its tourism products, and foster closer industry collaborations to attract more Malaysian tourists.