MyCEB annual China Roadshow draws the planner crowds Asia

Malaysia’s 7th China Roadshow 2017 opened in Beijing this week, and will continue to other major cities including Shanghai (20 April), Chengdu (24 April) and Guangzhou (27 April). The showcase is designed to promote Malaysia as a preferred corporate meeting and incentive destination to the Chinese market.

The China outbound market contributes significantly to tourist arrivals in Malaysia and the mission, led by Datuk Zulkefli Hj. Sharif, chief executive officer of the Malaysia Convention & Exhibition Bureau (MyCEB), is designed to strengthen the countries’ links for MICE.

The mission is supported by a Malaysian delegation of 24 industry partners, including Penang Convention & Exhibition Bureau (PCEB), Sabah Tourism Board (STB), hotels, state bureaus, unique venues, destination management companies, event suppliers and convention centres.

“Throughout the past seven years, we have seen continued growth in the corporate meeting and incentive tourism segment from China. In 2016, China emerged as Malaysia’s biggest source market bringing in 29,931 participants from the corporate meeting and incentive sector and contributing RM436m (US$99m) in economic impact to the country,” said Datuk Zulkefli Hj. Sharif (pictured).

“Malaysia’s unique offerings including state-of-the-art convention venues, a wide choice of 4 and 5 star hotels, stunning scenery, impeccable service, world-class dining, duty-free shopping, diverse culture and rich heritage are a strong attraction for the Chinese. I am pleased to see the continued positive and overwhelming response from China’s corporate meeting and incentive planners,” the MyCEB CEO added.

MyCEB also showcased its ‘Malaysia Like Never Before’ (MLNB) campaign, which highlights the unique features of five key Malaysian destinations: Kuala Lumpur, George Town (Penang), Langkawi, Kota Kinabalu (Sabah) and Kuching (Sarawak). The campaign has reimagined the destinations to offer a fresh experience to visitors.

Tom Hall

Editor, Exhibition World