KUALA LUMPUR: The Malaysia Convention and Exhibition Bureau (MyCEB) successfully hosted the MyCEB China Roadshow 2026 in Beijing, Shanghai, and Guangzhou from May 11-19, expecting to generate 48,000 business leads per stop and an estimated RM704 million in economic impact.
MyCEB said the initiative is expected to further strengthen Malaysia’s engagement with China’s vast business events market, while supporting the goals of Visit Malaysia Year 2026 (VMY 2026) and enhancing bilateral exchanges between the two countries.
"With enhanced visa facilitation and expanded air connectivity, more than 20 Chinese cities now offer direct flights to Kuala Lumpur as of early 2026, with over 180 flights operating daily on average.
"This increased accessibility provides greater convenience for Chinese corporate and incentive travel groups visiting Malaysia," it said in a statement today.
According to MyCEB, popular destinations such as Kuala Lumpur, Penang and Kota Kinabalu continue to be among the preferred choices for Chinese business events and incentive travel programmes.
Themed ‘Reconnect, Reimagine, Rediscover Malaysia’, the roadshow marked MyCEB’s return to the Chinese market since the COVID-19 pandemic, showcasing Malaysia’s robust meetings, incentives, conferences and exhibitions (MICE) infrastructure and distinctive incentive travel experiences.
MyCEB said the roadshow brought together 20 representatives from Malaysia’s business events industry and 180 Chinese buyers across the three cities for dynamic business-to-business (B2B) networking sessions, fostering high-quality collaborations and business opportunities while reinforcing Malaysia’s position as a leading international business events destination.
"The Malaysian delegation participating in the roadshow featured a strong lineup of industry stakeholders, including convention bureaus, destination management companies, venues and hotels, offering Chinese buyers comprehensive business consultation and collaboration opportunities," it said.
MyCEB business development senior manager, Edward Lim said the roadshow not only serves as a platform to rebuild connections but also as an excellent opportunity to showcase Malaysia’s unique business events offerings and innovative experiences.
"The roadshow also received strong support from the Beijing, Shanghai, and Guangzhou offices of Tourism Malaysia," he said at the roadshow.
During the presentation, MyCEB corporate meetings and incentives unit manager, Margaret Lu, and BE Sarawak corporate meetings and incentives business development manager, Adrian Goh, presented the latest developments in Malaysia’s MICE products, facilities, and services.
This includes the MyTripleE 3.0 MICE Support Programme, which offers financial and non-financial support for international and regional business events.
MyCEB said China remains one of Malaysia’s key source markets for business events and incentive travel.
"Through this roadshow, Malaysia successfully demonstrated its strength as one of Asia’s leading MICE destinations while providing Chinese industry partners with deeper market insights and meaningful collaboration opportunities,” it said.
Moving forward, MyCEB said it remains committed to supporting its partners and advancing the international growth of Malaysia’s business events industry. - Bernama
