The Malaysia Convention & Exhibition Bureau (MyCEB) recently participated in the 11th annual Incentive Travel & Conventions Meetings (IT&CM China) 2024, held from March 26th to 28th at the Shanghai Convention & Exhibition Center of International Sourcing (SHCEC).
The event, featuring over 600 exhibitors, 12,000 scheduled meetings, and 400 hosted buyers, provided an ideal platform for MyCEB and 13 industry partners to highlight Malaysia’s capabilities and engage with key stakeholders from China and beyond.
MyCEB, CEO, Azman Haji Tambi Chik emphasised the strategic importance of enhancing Malaysia’s appeal as a preferred business events destination in the Chinese market.
He noted that the China market represents a significant portion of Malaysia’s market growth, underscoring the importance of solidifying Malaysia’s presence in the industry.
At IT&CM China, the Malaysian pavilion showcased the comprehensive MyTripleE and Subvention programs to key stakeholders and potential clients.
In addition to informative presentations, Team Malaysia engaged booth visitors with two interactive activities, batik painting, and kain batik sarong tying, offering a glimpse into Malaysian culture.
The participation of Malaysia in IT&CM China was marked by a ribbon-cutting ceremony, graced by the esteemed presence of Consulate General of Malaysia, Consul General, Syed Farizal Aminy Syed Mohamad, and Tourism Malaysia, Director, Noramanina Muhd Idris, Director of Tourism Malaysia, Shanghai. This symbolic occasion celebrated Malaysia’s triumphant return to IT&CM Shanghai since 2019.
Azman highlighted the robust relationship between China and Malaysia, citing MyCEB’s continuous efforts in building partnerships. Recently, MyCEB signed a Memorandum of Cooperation (MoC) with its counterpart in Xiamen, Acmar Marketing Group Sdn. Bhd., to further strengthen Malaysia’s presence in the city’s burgeoning business events landscape.
Looking ahead, MyCEB plans to conduct a roadshow in the third quarter of 2024 across key cities in China, including Guangzhou, Shanghai, Chengdu, and Beijing.
The roadshow aims to promote the MyTripleE campaign, emphasising Malaysia’s unique offerings in Excel, Elevate, and Enliven for the business events industry.
Through this initiative, MyCEB seeks to deepen engagement with Chinese business events players and showcase Malaysia’s capabilities in hosting successful events.
