ITB China has announced Malaysia Airlines as the Official Airline Partner of ITB China 2026, taking place from 26 – 28 May in Shanghai. The partnership will support the airline in further strengthening its presence in the China market and deepening engagement with travel trade, corporate, and MICE partners.
At the same time, it will bring a strong international airline presence to ITB China, enriching on-site discussions on China–Malaysia travel flows, business exchange, and regional connectivity.
Strengthening China Market Engagement through ITB China
Malaysia Airlines, the national carrier of Malaysia, is a premium full-service airline operating an extensive domestic and international network. As a member of the oneworld alliance, the airline leverages its Kuala Lumpur hub to seamlessly connect Asia with destinations worldwide, delivering its signature “Malaysian Hospitality” to passengers across its global network.
At ITB China 2026, Malaysia Airlines will further strengthen its positioning as a gateway to Asia and beyond, while reinforcing its long-term commitment to the China market.
Dersenish Aresandiran, Chief Commercial Officer of Airline Business at Malaysia Aviation Group (MAG), said:
“Being named the Official Airline Partner of ITB China 2026 is a proud milestone for Malaysia Airlines and a strong reflection of the importance of the China market to our long-term growth strategy. As we continue to expand our presence through new services to Shenzhen and Changsha, this partnership gives us an important platform to deepen engagement with travel agents, corporate customers and MICE partners, while supporting stronger tourism and business links between China and Malaysia ahead of Visit Malaysia 2026. We look forward to bringing our signature Malaysian Hospitality to the show and showcasing Malaysia Airlines as the gateway to Asia and beyond.”
Lydia Li, Deputy General Manager of Messe Berlin (China), commented:
“We are delighted to welcome Malaysia Airlines as the Official Airline Partner of ITB China 2026. Leveraging its Kuala Lumpur hub, the airline’s participation will introduce strong international air connectivity to the show and create more practical opportunities for collaboration across travel trade, corporate travel and MICE segments, further supporting the growth of two-way tourism between China and Malaysia.”
Expanding China Network and Market Presence
Malaysia Airlines continues to accelerate its expansion in China, strengthening both its route network and engagement with key customer segments. Following the resumption of its flights to Chengdu in January, the airline will launch daily flights from Shenzhen to Kuala Lumpur on 2 July, followed by new services from Changsha to Kuala Lumpur on 9 July.
With these additions, Malaysia Airlines will operate flights to nine destinations in Greater China – Beijing, Shanghai, Guangzhou, Xiamen, Shenzhen, Chengdu, Changsha, Hong Kong, and Taipei – with up to 74 weekly frequencies. By number of destinations served, China will become the airline’s second-largest international market.
At the same time, Malaysia Airlines is placing greater emphasis on high-value travelers and industry partners, supported by products and services such as MHcorporate and Bonus Side Trip programme, further enhancing its offering across both business and leisure travel segments.
Showcasing an Immersive Experience at ITB China 2026
At ITB China 2026, Malaysia Airlines will present an interactive and immersive booth experience, showcasing its expanding China network, signature “Malaysian Hospitality,” and a range of travel solutions tailored for travel trade partners, corporate clients, and MICE stakeholders.
Visitors will be able to explore the airline’s A330neo cabin through a virtual reality experience and engage with MAYA, its AI-powered virtual cabin crew – the first of its kind in the Asia-Pacific region. The airline’s team will also be on-site to meet with industry professionals and share updates on its latest routes, products, and partnership initiatives. Malaysia Airlines will be located at booth L27.
As demand for outbound travel, corporate travel, and regional connectivity continues to evolve, airlines play an increasingly important role in enabling market access and facilitating cross-border collaboration. ITB China will continue to work with leading global partners to bring high-quality international resources to the Chinese travel market and foster meaningful opportunities for industry exchange.
