Malaysia exhibits at IT&CM China with the largest boost within Southeast Asia

MyCEB tops chart with industry partners for highest co-exhibitors in the region

KUALA LUMPUR – The Malaysia Convention & Exhibition Bureau (MyCEB) will be participating in the Incentive Travel & Conventions, Meetings China (IT&CM) for the third time. The event will start next Wednesday and will last three days. Joined by 15 industry partners including the Sabah Tourism Board, Kuala Lumpur Convention Centre and Reliance Conventions & Events, the Malaysian booth will have the largest booth for South East Asian (S.E.A) region and fourth largest international booth at the tradeshow.

IT&CM China will be taking place at the Shanghai World Expo Exhibition & Convention Centre and is expecting to receive more than 3,000 delegates and 700 exhibitors this year. The tradeshow brings together Chinese and international MICE exhibitors and buyers in one dynamic marketplace. It also acts as a platform for industry players to network, showcase and explore business opportunities.

“MyCEB is excited to once again be a part of IT&CM China as it provides Malaysia an opportunity to reach out to international buyers especially the Chinese buyers. With our booth being the largest in the tradeshow, we are confident that we will be able to showcase the best of what Malaysia has to offer when it comes to meetings and incentive. I think that Chinese market will be able to relate to Malaysia as we strike a similar chord through our Chinese heritage and ethnicity. On top of the sense of familiarity, Malaysia’s multicultural element which is unique to Malaysia will definitely interest our audience,” enthused Mr Zulkefli Hj. Sharif, Chief Executive Officer of MyCEB.

China represents a major and influential market for Malaysia. Malaysia’s statistics indicates that tourist arrival from China is top five in the country. The hike in Chinese tourist arrival to Malaysia has resulted in an increase of accessibility to the destination through direct flights from many parts of China. Malaysia is considered as a medium haul destination as most flights between Malaysia and China are about 4 – 7 hours away. The national carrier, Malaysia Airlines provides 30 flights per week to 5 cities in China whilst low-cost carrier, AirAsia/Air Asia X provides 55 flights per week to 7 cities. Recently, more flight routes were added from Guangzhou – Kota Kinabalu by China Southern Airlines and Air Asia has also added Kunming as its destination.

“Last year, we have launched our Corporate & Incentive campaign guide, ‘Malaysia-Asia like never before’ which is also available in Chinese. We have also launched the Malaysia Twin Deal Programme China twice, an indication of how well-received Malaysia is to this market. We are looking for various ways to tap into the Chinese business events market further by appointing a sales and marketing representative offfice in China by second quarter of this year. We also see great potential in clan conferences due to the existence of the strong Chinese culture in Malaysia,” commented Zulkefli.

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Luc Citrinot

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Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.