Malaysia’s MyCEB Shines at IT&CM China 2024 With Cultural Engagements

Monday, April 1, 2024

Malaysia Convention & Exhibition Bureau (MyCEB) participated in the 11th annual Incentive Travel & Conventions Meetings (IT&CM China) 2024, held from March 26 to 28 at the Shanghai Convention & Exhibition Center of International Sourcing (SHCEC). The event featured over 600 exhibitors, 12,000 scheduled meetings, and 400 hosted buyers. MyCEB and 13 industry partners used this platform to showcase Malaysia’s capabilities and engage with key stakeholders from China and beyond.

“Aligning with Malaysia’s strategic tourism goals, we aim to enhance the country’s appeal as a
preferred business events destination in the China market and we believe that IT&CM China is
the perfect platform for us to solidify our presence in the industry. The China market
represents 29% of our market growth and it is an honour to continue welcoming Chinese
delegates to Malaysia,” explained Mr. Azman Haji Tambi Chik, CEO of MyCEB.

At IT&CM China, the Malaysian pavilion showcased the MyTripleE and Subvention programs to key stakeholders and potential clients. They engaged booth visitors with two activities, batik painting and kain batik sarong tying, offering a taste of Malaysian culture. The pavilion’s participation was marked by a ribbon-cutting ceremony attended by Mr. Syed Farizal Aminy Syed Mohamad, Consul General of the Consulate General of Malaysia, and Ms. Noramanina Muhd Idris, Director of Tourism Malaysia, Shanghai, as guests of honor. This marked Malaysia’s return to IT&CM Shanghai since 2019.

Mr. Azman commented on the strong relationship between China and Malaysia, noting MyCEB’s presence at the tradeshow as part of their efforts to build partnerships. MyCEB recently signed a Memorandum of Cooperation (MoC) with Acmar Marketing Group Sdn. Bhd. in Xiamen, further establishing Malaysia’s potential in the city’s MICE (Meetings, Incentives, Conventions, and Exhibitions) landscape.

Aside from IT&CM China, MyCEB plans to conduct a roadshow in the third quarter of 2024 in key Chinese cities like Guangzhou, Shanghai, Chengdu, and Beijing. This roadshow will promote the MyTripleE campaign, showcasing Malaysia’s unique Excel, Elevate, and Enliven offerings for the business events industry. MyCEB aims to resonate more deeply with Chinese business events players by highlighting Malaysia’s capabilities in meeting their requirements for their next successful event in the country.

For more information about MyCEB’s activities throughout the year, please visit www.myceb.com.my.

List of Industry Partners Participating in IT&CM China 2024:

1. Langkawi Development Authority (LADA)
2. Sabah Convention Bureau
3. Penang Convention & Exhibition Bureau
4. Malaysia International Trade and Exhibition Centre
5. Kuala Lumpur Convention Centre
6. UOA Hospitality
7. Pavilion Hotel Kuala Lumpur, under the management of Banyan Tree
8. Sunway Resort Hotel Sdn Bhd
9. Olive Tree Penang
10. Crowne Plaza Kuala Lumpur City Centre
11. DOREMI Services & Rental Sdn Bhd
12. Golden Point Leisure & MICE Holiday

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