SHANGHAI, April 11 – Malaysia Convention & Exhibition Bureau (MyCEB) showcased Malaysia’s burgeoning business events industry at the 11th annual Incentive Travel & Conventions Meetings (IT&CM China) 2024 held at the Shanghai Convention & Exhibition Center of International Sourcing (SHCEC) from March 26 to 28. With over 600 exhibitors, 12,000 meetings scheduled, and 400 hosted buyers, the event provided a prime platform for MyCEB and its 13 industry partners to engage with key stakeholders from China and beyond while highlighting Malaysia’s capabilities.
Mr. Azman Haji Tambi Chik, CEO of MyCEB, emphasized Malaysia’s strategic tourism goals, aiming to position the country as a preferred business events destination in the Chinese market. The Malaysia Pavilion at IT&CM China presented the comprehensive MyTripleE and Subvention programme, showcasing Malaysian culture through engaging activities like batik painting and kain batik sarong tying skills. The participation was marked by a ribbon-cutting ceremony attended by Mr. Syed Farizal Aminy Syed Mohamad, Consul General of Consulate General of Malaysia, and Ms. Noramanina Muhd Idris, Director of Tourism Malaysia, Shanghai, signifying Malaysia’s successful return to IT&CM Shanghai since 2019.
The event also underscores Malaysia’s commitment to strengthening partnerships with China. MyCEB recently signed a Memorandum of Cooperation (MoC) with its counterpart in Xiamen, Acmar Marketing Group Sdn. Bhd., to enhance Malaysia’s presence in the city’s MICE landscape. MyCEB’s future plans include a roadshow across key Chinese cities in the third quarter of 2024 to promote the MyTripleE campaign and further solidify Malaysia’s position as an ideal destination for business events.
