The 7th China Roadshow 2017 was recently held to promote Malaysia as a preferred corporate meeting and incentive destination to the China market.
The China Roadshow mission is led by Datuk Zulkefli Hj. Sharif, Chief Executive Officer of Malaysia Convention & Exhibition Bureau (MyCEB) and supported by a strong delegation of 24 industry partners comprising of Penang Convention & Exhibition Bureau (PCEB), Sabah Tourism Board (STB), hotels, state bureaus, unique venues, destination management companies, event suppliers and convention centres.
The roadshow will pitch and showcase the best and latest of Malaysia’s unique offerings to attract even more corporate and meeting groups from China.
The China Roadshow is expected to further intensify the Ministry of Tourism and Culture’s on-going efforts to tap into the lucrative China outbound market, which contributes significantly to tourist arrivals in Malaysia.
“Throughout the past 7 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 RM436 million in economic impact to the country,” said Datuk Zulkefli Hj. Sharif, Chief Executive Officer of MyCEB.
“Malaysia’s unique offerings including state-of-the-art convention venues, 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,” continued Datuk Zulkefli Hj. Sharif.
Tapping into Malaysia’s key business event offerings, MyCEB introduced the “Malaysia Like Never Before” (MLNB) campaign which highlights the unique features of five key Malaysian destinations: namely, Kuala Lumpur, George Town (Penang), Langkawi, Kota Kinabalu (Sabah) and Kuching (Sarawak). Although already familiar to regulars of the business events circuit, the campaign has reimagined the destinations further ensuring a fresh and memorable experience to visitors.
To further strengthen its market presence, MyCEB launched a new edition of the highly attractive “Malaysia Twin Deal XP” (MTD XP) programme designed to add more value to clients and corporate incentive and meeting planners. Participating corporate meeting and incentive planners will get to interact with Malaysian partners and stand a chance to win lucky draw prizes including a four days and three nights (4D3N) trip to Malaysia.
Apart from facilitating B2B engagements between the participating industry players, there were destination workshops featuring new developments and product offerings and experiences in Kuala Lumpur, Penang, Langkawi, Sabah and Sarawak during the roadshow.