Petal Ads and Tourism Malaysia Strengthen Strategic Partnership to Pioneer a New Ecosystem for Intelligent Outbound Travel Marketing

SHANGHAI, 27 MAY 2025 – Petal Ads and Tourism Malaysia formally exchanged a Memorandum of Collaboration (MoC) during the “2025 ITB China B2B Travel Trade Show”. This marks a new phase of strategic collaboration between the two parties, leveraging Petal Ads’ all-scenario digital marketing solutions to enhance the digital transformation and brand development of Malaysia’s tourism offerings in the Chinese market. The goal is to deliver a smarter, more convenient travel experience for Chinese tourists visiting Malaysia. The MoC also officially designates Huawei SkyTone as the roaming data service for Tourism Malaysia, opening up broader possibilities for future collaboration in Malaysia’s tourism branding efforts. The MoC exchange ceremony between Tourism Malaysia and Huawei was witnessed by the Minister of Tourism YB Dato Sri Tiong King Sing, the Director General of Tourism Malaysia YBhg. Datuk Manoharan Periasamy and Howard Wu, the Vice President of Huawei Global Eco System.

This collaboration marks a renewed partnership following the successful campaign in 2024, where Petal Ads utilised their full-scenario marketing capabilities, including precision advertising, flagship store activations and salon-style events to highlight Malaysia’s unique natural landscapes and cultural appeal. Chinese tourists are offered exclusive benefits such as complimentary SkyTone roaming data vouchers and special discounts from local Malaysian merchants, which will significantly enhance their travel experience. These efforts will improve tourists' satisfaction and also drive a substantial increase in the visibility of Malaysia’s tourism assets, such as hotels and theme parks, in the Chinese market, successfully stimulating travel interest among potential Chinese tourists.

Looking ahead, the two parties will continue to leverage Petal Ads' strengths in full-scenario marketing and advanced technology to further deepen the collaboration. This includes creating localised and creative content through global visual storytelling campaigns, full-scenario media exposure and user-generated content (UGC). These efforts, complemented by a series of offline exhibitions and events, aim to vividly showcase Malaysia’s landscapes and stories, thereby enhancing the country's brand influence and user engagement in the Chinese market.

At the same time, as the officially recommended roaming partner of Tourism Malaysia, SkyTone will offer exclusive roaming data vouchers and packages customised for travel in Malaysia. SkyTone will also collaborate with local content partners to provide special discounts for attractions, hotels and theme parks. To expand its reach, SkyTone will continue to promote travel-related content and share user stories on social media platforms. Additionally, the "Destination Guide" section on the Discover page of the SkyTone application will feature curated lists of popular attractions in Malaysia and high-quality travel guides, enhancing the travel experience comprehensively from roaming data connectivity to itinerary planning at every stage and scenario of the consumer journey.

To fully showcase Malaysia’s rich tourism offerings, the two parties will also invite KOLs to collaborate to create immersive experience content, such as vlogs and in-depth travel storytelling in visual and written formats to highlight the unique charm of Malaysia from multiple perspectives. Furthermore, the Huawei Southeast Asia User Photography Exhibition is being held concurrently at the ITB China Travel Trade Show and Huawei Flagship Store Shanghai Qiantan Taikoo Li now. The exhibition features contributions from Huawei device users in Malaysia, Thailand and Philippines, offering Chinese audiences a vivid look into the cultural richness and natural beauty of Southeast Asia. This initiative further reinforces destination branding and strengthens the emotional connection between Chinese consumers and the Malaysian tourism brand.

Looking ahead, both parties are optimistic about achieving greater commercial success. Petal Ads will continue to embrace the global cultural and tourism industry with an open and collaborative approach, continuously enhance product and service capabilities and expand the global marketing network so that every sector can thrive in the digital era.