On October 11, the inaugural direct flight between Haikou and Penang took off. Twelve days later, on October 23, a Hainan tourism promotion event was held in Penang, drawing representatives from over 80 local travel agencies. The launch of this air route, coupled with the promotional event, serves as a microcosm of Hainan’s growing popularity within the Malaysian market.

According to the Department of Tourism, Culture, Radio, Television, and Sports of Hainan Province, the island welcomed more than 140,000 visitors from Malaysia during the first three quarters of 2024, a year-on-year increase of 70.1%. Malaysia remains one of the top inbound travel market sources for Hainan.

Malaysia, one of Hainan’s key overseas travel markets, enjoys close ties to Hainan, creating a solid foundation for culture and tourism cooperation. With the full-scale implementation of Hainan’s FTP policies, including visa-free entry, expanded air traffic rights, and streamlined customs clearance, favorable conditions have been created for tourism exchanges and the mutual flow of visitors.

On October 23 in Penang, a Hainan tourism promotion event was hosted by the Department of Tourism, Culture, Radio, Television, and Sports of Hainan Province. Wong Hon Wai, Penang State Executive Councillor for Tourism and Creative Economy, noted at the event that the establishment of regular, stable flights between Haikou and Penang has reduced travel time, facilitating cultural and tourism exchanges as well as the reciprocal flow of visitors. He expressed hope that the tourism industries in both regions would leverage this air link to foster consistent, two-way tourism development.

During the promotion, representatives of the Hainan Tourism Association gave an introduction to the province’s wide array of cultural and tourism offerings. These include tropical island scenery, a pristine ecological environment, visa-free entry policies, a colorful tapestry of cultural heritage, health and wellness tourism, marine sports, duty-free shopping, space-themed tourism, the scenic coastal highway, and a comprehensive, island-wide consumer tourism environment. A representative from the Hainan Airlines Malaysia office outlined the operational details and in-flight services on the HU477/HU478 route, confirming that it is a regularly scheduled service operating on a stable, year-round basis.

With the new Haikou-Penang route in mind, travel agencies in Hainan have launched a series of in-depth vacation packages ranging in length from 4 days/3 nights to 5 days/4 nights, each specially tailored for the Malaysian market. These tours combine hot spring wellness, coastal scenery, historic districts, local cuisine, and scenic landscapes, catering to the preferences of Malaysian travelers seeking relaxation, wellness, family vacations, and immersive exploration. In addition, customized itineraries are available, with options such as space-themed tourism in Wenchang and Hainan FTP duty-free shopping experiences.

During the networking sessions, travel industry representatives from Penang, Ipoh, and other locations engaged with the Hainan delegation. Industry professionals noted that Hainan’s stable air connectivity and abundant tourism resources align well with the vacation preferences of Malaysian travelers, leading to several preliminary cooperation agreements.

The stable operation of the Haikou–Penang route has further strengthened the aerial links between Hainan and the northern Malaysia market. Currently, Haikou Meilan International Airport provides connections to four Malaysian cities: Kuala Lumpur, Penang, Kuching, and Kota Kinabalu, with the frequency of flights between Haikou and Malaysia now increased to 19 per week.

According to a representative of the Department of Tourism, Culture, Radio, Television, and Sports of Hainan Province, the island will continue to capitalize on the policy advantages of the Free Trade Port and the existing direct flight routes. The province aims to deepen engagement with the Malaysian and broader Southeast Asian markets by fostering industry exchanges, co-developing tourism products, and facilitating the mutual exchange of visitors, thereby expanding channels for inbound tourism.