Malaysia Captures China's Events Market at IT&CM China 2024

Malaysia Convention & Exhibition Bureau (MyCEB) has made its 11th annual attendance at this year’s Incentive Travel & Conventions Meetings (IT&CM China) 2024, which took place from the 26 - 28 March at the Shanghai Convention & Exhibition Center of International Sourcing (SHCEC).

With over 600 exhibitors, 12,000 meetings scheduled, and 400 hosted buyers at the tradeshow, the event presented a prime opportunity for MyCEB and 13 of its industry partners to showcase Malaysia's capabilities while engaging 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.

This time at IT&CM China, the Malaysian pavilion took the opportunity to present the comprehensive MyTripleE and Subvention programme to key stakeholders and potential clients. Further interacting with booth visitors in a fun and light manner, Team Malaysia offered a taste of Malaysian culture through two engaging activities including batik painting and kain batik sarong tying skills.

The Malaysian Pavilion heralded Malaysia's participation in IT&CM with a ribbon-cutting ceremony, graced by the esteemed presence of Mr. Syed Farizal Aminy Syed Mohamad, Consul General of Consulate General of Malaysia, and Ms. Noramanina Muhd Idris, Director of Tourism Malaysia, Shanghai, as the guests of honor. This symbolic occasion beautifully marks Malaysia's triumphant return to IT&CM Shanghai since 2019.

Commenting on the robust relationship developed between China and Malaysia over the years, Mr. Azman said that MyCEB presence at this tradeshow is another initiative that exemplifies the Bureau’s continuous efforts in building partnerships. MyCEB has recently signed a Memorandum of Cooperation (MoC) with its counterpart in Xiamen, Acmar Marketing Group Sdn. Bhd. to further entrench Malaysia’s potential into the city’s burgeoning MICE (Meetings, Incentives, Conventions, and Exhibitions) or business events landscape.

In addition to IT&CM China, MyCEB is also set to conduct a roadshow in the third quarter of 2024 across key cities in China including Guangzhou, Shanghai, Chengdu, and Beijing. This roadshow aims to promote MyTripleE campaign, highlighting Malaysia's unique offerings in Excel, Elevate, and Enliven for the business events industry. Through the campaign, MyCEB hopes to strike a deeper chord with the Chinese business events players by sharing the country’s capabilities in catering to their wish list for their next successful event in Malaysia.

For further information on MyCEB’s list of activities for the year, visit MyCEB