随着中国商务旅游与奖励旅游市场逐渐回暖，马来西亚会展局（The Malaysia Convention & Exhibition Bureau，以下简称MyCEB）于2026年5月11日至19日在北京、上海和广州成功举办“马来西亚会展局2026年中国路演”（MyCEB China Roadshow 2026）。来自马来西亚商务会展行业的20家机构代表，与180位中国会奖旅游行业买家在三城展开商务讨论与自由洽谈，为双方建立高质量合作与商务机会搭建了桥梁，也为马来西亚作为国际商务活动及会奖旅游目的地注入了全新活力。
(Beijing / Shanghai / Guangzhou, 11–19 May 2026) – As China’s corporate and incentive travel market continues to regain momentum, the Malaysia Convention & Exhibition Bureau (MyCEB) successfully hosted the MyCEB China Roadshow 2026 from 11 to 19 May 2026 across Beijing, Shanghai, and Guangzhou. The Roadshow brought together 20 representatives from Malaysia’s Business Events industry and 180 Chinese MICE buyers for business matching and networking sessions, creating valuable collaboration opportunities while reinforcing Malaysia’s position as a preferred destination for international Business Events and incentive travel.
作为MyCEB疫情后回归中国市场的首场路演，本次路演以“重聚·重塑·重探马来西亚”（Reconnect, Reimagine, Rediscover Malaysia）为主题，不仅展示了马来西亚多元的会展基础设施、世界级的热情服务和独特的奖励旅游体验。北京、上海与广州三座城市也作为亚太地区最重要的出境商务商务会奖旅游市场之一，为马来西亚商务会展行业企业提供了拓展战略合作，与中国会展行业买家重建联系，获取市场洞察的绝佳机会。
As MyCEB’s first return to the Chinese market following the pandemic, the Roadshow was held under the theme “Reconnect, Reimagine, Rediscover Malaysia,” highlighting Malaysia’s diverse MICE infrastructure, world-class hospitality, and unique incentive travel experiences. The three-city engagement also provided Malaysian industry players with strategic opportunities to reconnect with key Chinese MICE buyers, strengthen partnerships, and gain valuable market insights from one of Asia’s most important outbound Business Event markets.
MyCEB首席执行官陈美萍女士（Tan Mei Phing）表示：
“时隔五年重返中国市场，能够携手马来西亚会奖旅游的行业伙伴们，与各位来自中国各旅业机构的专业会奖旅游组织者面对面交流，我们感到十分激动。此次路演不仅是重建联系的平台，更是展示马来西亚商务活动独特魅力与创新体验的绝佳契机。” 此外，本次路演还得到了马来西亚旅游局（Tourism Malaysia）驻北京、上海、广州办事处的大力支持。
Ms. Tan Mei Phing, CEO of MyCEB, said:
“We are excited to return to the Chinese market after a five-year hiatus and reconnect face-to-face with our valued industry partners and professional organisers across China. This Roadshow not only serves as a platform to rebuild connections but also provides 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.
在目的地展示环节，MyCEB会奖旅游经理吕芊诺女士（Margaret Lu）向到场的来宾全面介绍了马来西亚最新的会展及奖励旅游产品、设施与服务，并重磅介绍了 MyTripleE 3.0会奖旅游支持计划。该计划自2024年起实施，围绕 ”Excel、Elevate、Enliven” 三大核心，为国际及区域商务活动提供金融和非金融支持，包括场地租金补助、买家和演讲嘉宾支持，以及现场协助与活动策划服务。MyTripleE 3.0进一步优化了支持项目与财务补助额度，以助力企业会议和奖励旅游活动顺利落地。
During the destination presentation session, Ms. Margaret Lu, Manager, Corporate Meetings & Incentive Unit of MyCEB, introduced Malaysia’s latest MICE products, venues, and services while also highlighting the MyTripleE 3.0 Support Programme. Introduced in 2024, the programme is built around three key pillars: Excel, Elevate, and Enliven, providing both financial and non-financial support for international and regional Business Events. The programme includes venue support, assistance for buyers and speakers, on-site event facilitation, and customised planning support. MyTripleE 3.0 has further enhanced its incentives and support mechanisms to facilitate successful corporate meetings and incentive travel programmes in Malaysia.
近年来，中国市场持续成为马来西亚商务活动的重点客源地。本次三城路演共成功产生127个优质商务商机，总经济效益预计达到九千五百万令吉，这些令人振奋的成果不仅反映出中国市场对马来西亚商务活动的日益信心和浓厚兴趣，同时进一步巩固了两国在行业合作和未来商业机会上的联系，助力2026马来西亚旅游年（Visit Malaysia Year 2026, VMY 2026）的推广，推动中马两国之间的交流往来进一步加深。
China continues to be one of Malaysia’s key Business Event source markets. The China Roadshow 2026 successfully generated a total of 127 qualified business leads, with an estimated economic impact (EEI) of approximately RM95 million. These encouraging outcomes reflect the Chinese market’s growing confidence and strong interest in Malaysia’s Business Events offerings, while further strengthening bilateral industry collaborations and future business opportunities between both countries. The initiative is also aligned with efforts to support Visit Malaysia Year 2026 (VMY 2026) and further strengthen business tourism between Malaysia and China.
随着签证便利政策的实施及航班网络的扩展，截至2026年初，已有20多个中国城市直飞吉隆坡，平均每日航班超过180架次，为中国商务及奖励旅游团体提供了更便捷的通道。马来西亚的热门目的地包括吉隆坡、槟城及亚庇，均为商务与奖励旅游团体的首选。
With visa waiver and expanded air connectivity, more than 20 Chinese cities now offer direct flights to Kuala Lumpur, with over 180 flights operating daily as of early 2026. This enhanced accessibility provides greater convenience for corporate and incentive travel groups from China. Popular Malaysian destinations, including Kuala Lumpur, Penang, and Kota Kinabalu, continue to remain top choices for Business Events and incentive travel programmes.
参与本次路演的马来西亚当地资源方阵容强大，涵盖地区会展局、目的地管理公司与会展场地及酒店等领域，，为中国买家提供全方位的业务咨询与合作机会。具体机构包括：
- 地区会展局（CVBs）：砂拉越会展局（BESarawak）、槟城会展局（Penang Convention & Exhibition Bureau） 、沙巴会展局（Sabah Convention Bureau）；
- 目的地管理公司（DMCs）：安吉利旅游（Anggerik Travel & Tours SDN BHD.）、乐悠游旅行社（Rainbow Leisure SDN BHD）、新晨旅游（D Zen MICE Travel SDN BHD）、悠游旅行社（DL Travels SDN BHD）、新环球假期（GIT TOURS & TRAVELS SDN BHD）、金峰商旅（Golden Point Leisure & Mice Holiday SDN BHD、新康泰旅行社（HTC Travel Services (M) SDN BHD）、程逸商旅（Orange Leisure SDN BHD、五月花旅游（Mayflower Holidays SDN BHD）、珍珠假期（Pearl Holiday (M) Travel & Tour SDN BHD）；
- 会展场地及酒店（Venues）：吉隆坡中环广场雅乐轩酒店（Aloft Kuala Lumpur Sentral）、吉隆坡香格里拉酒店（Shangri-La Kuala Lumpur）、莎莉雅香格里拉酒店（Shangri-La Rasa Ria, Kota Kinabalu）、兰卡威威斯汀度假村（The Westin Langkawi Resort and Spa）、槟城万豪酒店（Penang Marriott Hotel）、吉隆坡国际会议中心（Kuala Lumpur Convention Centre）。
The Roadshow featured a strong lineup of Malaysian industry partners comprising convention bureaus, destination management companies (DMCs), venues, and hotels, providing Chinese buyers with comprehensive business consultation and partnership opportunities.
Participating organisations included:
Convention Bureau (CVBs)
- BESarawak
- Penang Convention & Exhibition Bureau
- Sabah Convention Bureau
Destination Management Companies (DMCs)
- Anggerik Travel & Tours Sdn. Bhd.
- DL Travels Sdn. Bhd.
- D Zen MICE Travel Sdn. Bhd.
- GIT Tours & Travels Sdn. Bhd.
- Golden Point Leisure & MICE Holiday Sdn. Bhd.
- HTC Travel Services (M) Sdn. Bhd.
- Mayflower Holidays Sdn. Bhd.
- Orange Leisure Sdn. Bhd.
- Pearl Holiday (M) Travel & Tour Sdn. Bhd.
- Rainbow Leisure Sdn. Bhd.
Venues & Hotels
- Aloft Kuala Lumpur Sentral
- Kuala Lumpur Convention Centre
- Penang Marriott Hotel
- Shangri-La Kuala Lumpur
- Shangri-La Rasa Ria, Kota Kinabalu
- The Westin Langkawi Resort & Spa
通过本次路演，马来西亚不仅展示了作为亚洲顶尖会奖旅游目的地的实力，也为中国市场的行业伙伴提供了更深入的市场洞察与合作机会。未来，MyCEB将持续致力于为合作伙伴提供支持与服务，推动马来西亚商务活动的国际化发展。
Through this Roadshow, Malaysia once again demonstrated its record as one of Asia’s leading Business Events destinations while offering Chinese industry partners deeper market insights and new collaboration opportunities. Moving forward, MyCEB remains committed to supporting industry stakeholders and further advancing Malaysia’s position as a premier international Business Events destination.
