Expanding Horizons: Lexis Hotel Group Strengthens Ties with Chinese and Middle Eastern Markets

As part of its ongoing drive to expand internationally and capture key outbound travel markets, Lexis Hotel Group recently joined a series of high-impact tourism missions targeting China
and the Middle East. From 22–25 April 2025, the Group participated in the Tourism Malaysia Sales Mission Taiwan 2025, with stops in Taipei, Taichung, and Kaohsiung. This provided an ideal platform to showcase our unique properties to the Taiwanese market and foster valuable business connections.

From 28 April to 1 May 2025, Lexis Hotel Group attended the 31st Arabian Travel Market (ATM) in Dubai, held at the Dubai World Trade Centre. Alongside Tourism Malaysia and 82 other organisations, our participation highlighted Malaysia’s commitment to increasing its visibility in the Middle East. The delegation was led by Dato’ Sri Tiong King Sing, Minister of Tourism, Arts & Culture Malaysia, and Datuk Manoharan Periasamy, Director General of Tourism Malaysia. The event offered a strategic opportunity to strengthen ties with key global tourism partners.

Continuing this momentum, the Group joined the Post-ATM Sales Mission to Saudi Arabia from 4–8 May 2025 in Jeddah and Riyadh. This marked the launch of the Visit Malaysia 2026 (VM2026) campaign, held in conjunction with the 2025 Malaysian Cultural Week. Organised by the Malaysia Tourism Board, the “Colours of the World” events celebrated Malaysia’s rich heritage and hospitality, further enhancing its appeal to the Middle Eastern market.

Led again by Dato’ Sri Tiong King Sing, the Malaysian delegation included 37 tourism sector representatives. Lexis Hotel Group was proud to contribute to this joint effort to build strategic partnerships and position Malaysia as a top destination for Saudi and broader Middle Eastern travellers. These initiatives reaffirm our commitment to entering new markets and delivering exceptional experiences to a growing global audience.