KUCHING: Malaysia Convention & Exhibition Bureau (MyCEB), an agency under the Ministry of Tourism and Culture once again headed a strong delegation of 27 industry partners to China to promote Malaysia as an attractive and preferred corporate meeting and incentive travel destination.

This year, the roadshow will see an extension to a new city, Chongqing in which the journey will start in Shanghai on March 23, Beijing on March 26, Chengdu on March 28, followed by the new city Chongqing on 30 March and will end at Guangzhou on April 2.

The 8th China Roadshow is expected to help further enhance the Ministry of Tourism & Culture’s continuous efforts to tap into the lucrative China outbound market, which contributes to tourist arrival to Malaysia.

The mission is led by Datuk Zulkefli Hj. Sharif, chief executive officer of MyCEB and supported by a strong Malaysian team, comprising of Penang Convention & Exhibition Bureau (PCEB), Sabah Convention Bureau, airline, hotels, unique venues, destination management companies, event companies, as well as entertainment and convention centres.

The roadshow serves as a platform for MyCEB to showcase Malaysia’s best and latest offerings to entice more corporate meeting and incentive groups from China.

Apart from facilitating B2B engagements between the participating industry players, the roadshow consists of destination workshop featuring new developments and product offerings and experiences in Kuala Lumpur, Penang, Langkawi, Sabah and Sarawak as well as for the first time, providing training to the local meeting planners to create interesting thematic incentive itineraries.

Zulkefli said, “For the very first time, this roadshow is extended to a new city Chongqing with a new and engaging workshop conducted.

“The workshop aims to guide local meeting partners by drawing best inspiration in creating a thematic incentive itinerary. Through this productive exercise, not only MyCEB will assist in crystalising the planners’ ideas, but more importantly, help to explore the endless opportunities with Malaysia and MyCEB as a supporting organisation.”

The on-going campaign Malaysia Like Never Before (MLNB) by MyCEB is designed to showcase the diverse experiences corporate and incentive groups can experience while in Malaysia which highlights the unique features of five key Malaysian destinations namely, Kuala Lumpur, George Town (Penang), Langkawi, Kota Kinabalu (Sabah) and Kuching (Sarawak). To further boost the market presence, Malaysia Twin Deal XP (MTD XP) programme which was designed by MyCEB provided more value to clients and corporate incentive and meeting planners.

The combination of MTD XP programme, roadshows, in-house training for China MICE agents in second tier cities coupled with aggressive sales and marketing activities by our industry partner and airlines have definitely strengthened Malaysia’s positioning and offers added benefits for the Chinese corporate organisations to stage their events to Malaysia.