SHANGHAI: Tourism Malaysia and China-based social media app RedNote have signed a strategic collaborative memorandum of understanding to promote Malaysia as a must-visit destination for Chinese nationals.

The collaboration marks a breakthrough in digital marketing leveraging on the content and the massive number of RedNote users to attract Chinese nationals and improve the visibility of Malaysia in China’s tourism market.

Tourism Malaysia Director-General Datuk Manoharan Periasamy said, “We are glad that we are able to work with RedNote officially and through its discovery-plan-experience content, more Chinese tourists will get to understand the diversity of Malaysia at a deeper level.

“This collaboration helps us connect with young Chinese tourists in a more pragmatic manner,’’ he said.

General Manager of Global Business Solutions at RedNote, Qianyue, said Chinese nationals are interested in the culture, places and food in Malaysia, and RedNote is a platform assisting them to realize their travel aspirations.

“We hope the unique experiences of Malaysia can be reflected through the collaboration, and we encourage Chinese tourists to list Malaysia as one of the places to visit,’’ she said.

Tourism Malaysia will have an official account with RedNote to upload tourism contents of Malaysia’s 13 states and to participate in the online and offline promotions, while RedNote will provide data analysis, content promotion and monitoring support.

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia.

It focuses on the specific task of promoting Malaysia as a preferred tourism destination.

Since its inception, it has emerged as a major player in the international tourism scene.