Tourism Malaysia and AirAsia have announced a new, enhanced partnership during the ITB China trade show in Shanghai.

The Memorandum of Understanding (marketing cooperation) was signed between and Dato’ Sri Abdul Khani Daud – Deputy Director General – Malaysia Tourism Promotion Board (Ministry of Tourism and Culture – Malaysia) and Spencer Lee – Commercial Director of AirAsia during a press event on the first day of the ITB China event.

It aims to further develop air links from China to Malaysia, with an aim to expand tourism in line with the government’s tourism targets for 2020.

Also attending the signing as witnesses were YB Dato’ Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture for Malaysia and Rayner Teo Kheng Hock, Group Head of Sales for AirAsia.

The airline already runs a huge number of flights into Malaysia – and is this the biggest carrier from China to Malaysia.

At the conference, a new joint promotional TV spot for Malaysia was screened for the first time, as well as a new “hip” TV advert for Air Asia.

AirAsia’s Spencer Lee said there were no words to describe their feeling: “It’s an amazing feeling to be given this opportunity. We are very proud to be able to contribute to the economic success of Malaysia. We hope to take the tourism industry to the next level.”