Kuala Lumpur, Aug 21 – As 2026 marks both Visit Malaysia Year and the 75th anniversary of the Pacific Asia Travel Association (PATA) , Niushoushan Cultural Tourism Zone joined the delegation led by the Nanjing Municipal Bureau of Culture and Tourism on a high-profile mission to Malaysia. The zone made its mark at two major events—PATA Travel Mart 2026 in Kuching and a dedicated Nanjing cultural tourism promotion in Kuala Lumpur. Through dynamic and diversified presentations, Niushoushan showcased Nanjing’s distinctive cultural tourism assets, actively engaged with local industry players, and deepened exchanges and cooperation with Southeast Asian markets.
From August 19 to 21, Niushoushan leveraged the PATA Travel Mart as a strategic platform to hold business talks with tourism organizations and tour operators from multiple countries and regions, vigorously expanding overseas source-market channels. The delegation then traveled to Kuala Lumpur, where Niushoushan delivered a featured presentation at the Nanjing cultural tourism promotion event. Centered on its breathtaking natural landscapes, profound cultural heritage, the iconic architecture of Foding Palace, and signature tourism experiences, the presentation offered Malaysia’s travel industry a comprehensive glimpse into the scenic area’s allure—aiming to boost brand recognition and public awareness locally.
Thanks to the China-Malaysia visa-exemption policy and steadily improving direct flight connectivity between Nanjing and Kuala Lumpur, travel between the two cities has become increasingly convenient. Capitalizing on this momentum, Niushoushan signed cooperation agreements with two Malaysian travel agencies during the promotion event. These partnerships are set to strengthen collaboration in tourism product promotion, visitor sourcing, and market channel development—paving the way for more Malaysian travelers to visit Nanjing and explore Niushoushan in the near future.
For Malaysian visitors, Niushoushan is far more than a scenic natural escape. It stands as a distinctive destination that seamlessly weaves together history, culture, and modern tourism experiences. The name “Niushoushan” (Ox-Head Mountain) derives from its twin peaks, which resemble the horns of an ox—where lush wooded landscapes and cultural attractions complement each other in perfect harmony.
Nestled into the mountainside, Foding Palace serves as Niushoushan’s landmark attraction, renowned for its striking architectural form and grand spatial artistry. Stepping inside, visitors can admire exquisite craftsmanship, immerse themselves in a solemn and serene cultural ambiance, and savor the beauty of Eastern culture framed by mountain-and-water vistas.
Today, Niushoushan offers visitors a sacred place for prayer and blessings, a sanctuary for art appreciation, and a tranquil haven for spiritual renewal. The sacred complex comprises Foding Palace, which houses a millennium-old sacred relic; the 88-meter Foding Pagoda, where visitors can ring bells for blessings during festive seasons; and the Tang-style Foding Temple. Within Foding Palace, dozens of intangible cultural heritage crafts are on display and available for hands-on experiences, supported by a rich lineup of study-tour programs. Secluded scenic trails, wellness-focused activities, and the enchanting night views of Jinling Town—paired with the Hilton Hotel offering 381 mountain-view guestrooms, the boutique Mantingfang Inn, and a diverse array of dining options—deliver rejuvenating and restorative experiences for every guest.
As a new model for China’s cultural tourism industry, Niushoushan attracts over 6 million visits annually, captivating travelers with its unique blend of natural beauty and humanistic charm. It has earned a spot on the 2026 China 100 Best Things To Do list, consistently winning recognition and affection from domestic and international visitors alike.
This outreach journey—from Kuching to Kuala Lumpur—represents not only a concentrated showcase of Niushoushan’s growing international appeal but also a vital step toward further cultivating overseas markets and strengthening connections with Southeast Asian source markets. Looking ahead, Niushoushan will continue to deepen exchanges and collaboration with tourism industry partners across Malaysia and Southeast Asia. Through a more diverse portfolio of inbound tourism products and premium cultural experiences, it aims to attract an ever-growing number of international visitors to discover Niushoushan and embrace its singular charm—where natural landscapes and Eastern culture shine in perfect harmony.
