Zhouzhuang Ancient Town Strengthens Ties with Malaysia, Launches Tourism and Cultural Cooperation Initiatives
Strategic partnership aims to boost bilateral tourism, academic research, and heritage conservation
Kuala Lumpur, Malaysia – 20 July 2026
In a significant step to enhance bilateral tourism and cultural exchange, China’s prestigious 5A-rated Zhouzhuang Ancient Town officially launched its tourism promotion in Malaysia today. The event, held at the InterContinental Kuala Lumpur, marks a strategic effort to deepen the Malaysia-China tourism market and foster long-term collaboration in cultural heritage and sustainable travel.
The launch ceremony was graced by His Royal Highness the Raja Muda of Perlis, Tuanku Syed Faizuddin Putra Jamalullail, and Her Royal Highness the Raja Puan Muda of Perlis, Tuanku Dr. Hajah Lailatul Shahreen Akashah Khalil. Their Royal Highnesses witnessed the signing of eight Memoranda of Understanding (MoUs) between the Zhouzhuang delegation, represented by Kunshan Water Town Zhouzhuang Cultural Tourism Development Group Co. Ltd., and key Malaysian stakeholders.
The partnerships, facilitated by BMC Travel Sdn Bhd and the World Research Travel Organization (WRTO) Malaysia, aim to promote destination marketing, academic research, and cultural exchange. Among the signatories were WRTO Malaysia, BMC Travel, Redberry Media, and several local travel agencies, including WorldTravellers DMC and Malaysian Harmony Tour and Travel.
A Shared Vision for Sustainable Tourism
WRTO Malaysia’s President, Tan Sri Dato’ Sri Dr. Ng Yen Yen, emphasized the role of tourism as a bridge for cultural understanding and sustainable development. In a speech read by WRTO Malaysia’s Deputy President, Datuk Rashidi, she stated, “Tourism is not only a vital driver of economic growth but also a bridge for cultural exchange, people-to-people connectivity, and sustainable development.” She highlighted the importance of responsible tourism that respects the environment, protects cultural heritage, and supports local communities for future generations.
Ye Xin, General Manager of Kunshan Water Town Zhouzhuang Cultural Tourism Development Group, expressed his optimism about the partnership. “Malaysia’s thriving tourism industry and abundant outbound travel market make it a key overseas market for Zhouzhuang,” he said. “This promotion event aims to build a platform for two-way exchange and cooperation, facilitating the flow of visitors between our regions and promoting the sharing of cultural tourism resources.”
Focus on Academic and Heritage Collaboration
A key highlight of the collaboration is the focus on academic research. Through the MoUs, WRTO Malaysia will partner with eight Malaysian universities to conduct joint studies with Zhouzhuang. Research areas will include sustainable tourism development, cultural heritage protection, smart tourism, and visitor behavior analysis. This initiative aims to transform academic findings into practical solutions that benefit the tourism industries of both nations.
Melaka Seeks Partnership to Build on Historical Ties
In a related development, Melaka has expressed a strong interest in forging its own partnership with Zhouzhuang. Datuk Lim Ban Hong, the Special Adviser on Investment and China Affairs to the Melaka Chief Minister, noted the “tremendous potential” for cooperation. He highlighted the historical connection between the two destinations dating back to the era of Admiral Cheng Ho’s voyages and suggested that both cities could exchange expertise in river tourism and heritage conservation.
About Zhouzhuang
Known as “China’s No. 1 Water Town,” Zhouzhuang is located in Kunshan, Jiangsu Province. With a history spanning over 900 years, it is celebrated for its well-preserved canals, stone bridges, and traditional architecture from the Ming and Qing dynasties. The town has successfully integrated its intangible cultural heritage, such as Kunqu opera and folk customs, into the visitor experience.
