The Malaysia Convention & Exhibition Bureau (MyCEB) successfully concluded the second segment of its China Roadshow 2026 in Chengdu and Chongqing, further strengthening Malaysia’s engagement with China’s Business Events and incentive travel market.
Following the successful first segment in Beijing, Shanghai and Guangzhou in May, the Chengdu and Chongqing roadshow extended MyCEB’s market reach beyond China’s first-tier cities. Together with Malaysian Business Events and tourism industry partners, MyCEB engaged directly with MICE buyers from Southwest China to better understand market needs, build new business relationships and explore opportunities for future collaboration.
As an integral part of MyCEB’s ongoing efforts to expand its presence in the Chinese market, the Chengdu and Chongqing roadshow continued to embrace the core theme of “Reconnect, Reimagine, Rediscover Malaysia”, highlighting Malaysia’s diverse Business Events offerings, meetings and incentive travel products, and destination experiences. By engaging with key cities across different tiers, MyCEB aims to broaden its network within China’s MICE industry, identify untapped demand beyond first-tier cities and create more opportunities for collaboration between Malaysian Business Events industry partners and Chinese buyers.
Ms Tan Mei Phing, Chief Executive Officer of MyCEB, said:
“Following the successful segment of our China Roadshow in Beijing, Shanghai and Guangzhou this May, we are pleased to continue our engagement in Chengdu and Chongqing. China remains an important market for Malaysia’s Business Events industry, with each city presenting distinctive opportunities and evolving demand.
“Our engagement in Southwest China reflects MyCEB’s commitment to expanding our reach, strengthening industry relationships and understanding the needs of emerging markets. Through closer collaboration with our Chinese partners, we look forward to creating more opportunities for Business Events and incentive travel groups to choose Malaysia.”
During the destination presentation, Ms. Margaret Lu, MyCEB’s Meetings and Incentives Manager, introduced attendees to Malaysia’s Business Events offerings, incentive travel products, facilities and support services. From modern convention and exhibition venues and internationally branded hotels to diverse leisure and cultural experiences, Malaysia offers flexible solutions for corporate meetings, incentive programmes and Business Events of varying scales and requirements.
China has remained a key source market for Business Events in Malaysia. With visa facilitation measures and the expansion of flight networks, more than 20 Chinese cities had direct air links to Kuala Lumpur as of early 2026, with an average of over 180 flights per day, providing greater convenience for Chinese business and incentive travel groups. Popular Malaysian destinations, including Kuala Lumpur, Penang and Kota Kinabalu, continue to offer a diverse range of experiences for these groups.
Through destination presentations, industry networking and business-to-business (B2B) sessions, Malaysian industry representatives and Chinese MICE buyers engaged in in-depth discussions on corporate meetings, incentive travel and destination products. The sessions provided a platform for direct dialogue, enabling both sides to better understand market needs and explore potential areas of collaboration.
The roadshow featured a strong line-up of Malaysian industry partners comprising state convention bureaus, destination management companies, event venues and hotels, providing Chinese buyers with opportunities for business consultation, networking and collaboration.
State Convention Bureaus (CVBs)
- Penang Convention & Exhibition Bureau
- Sabah Convention Bureau
Destination Management Companies (DMCs)
- HTC Travel Services (M) Sdn. Bhd.
- Orange Leisure Sdn. Bhd.
- Perfect Vacation Sdn. Bhd.
- Mayflower Holidays Sdn. Bhd.
- D Zen MICE Travel Sdn. Bhd.
- Pearl Holiday (M) Travel & Tour Sdn. Bhd.
- HJY Travel Sdn. Bhd. / Muar Holiday Tours
- Golden Point Leisure & MICE Holiday Sdn. Bhd.
Event Venues and Hotels
- Wyndham Ion Majestic Hotel, Genting Highlands
- Resorts World Genting
- Marriott International Malaysia
- Monkey Canopy Resort
- Berjaya Times Square
- Kuala Lumpur Convention Centre
- Event Republic Sdn. Bhd.
As part of the roadshow, MyCEB also highlighted Malaysia’s Business Events initiatives, including the enhanced MyTripleE 3.0 Programme. These initiatives provide financial and non-financial support for eligible Business Events, including conventions, exhibitions, corporate meetings and incentive travel, further strengthening Malaysia’s proposition as a competitive destination for international Business Events.
Beyond its strong infrastructure, accessibility and diverse destination experiences, Malaysia offers the support of Team Malaysia, bringing together MyCEB and its industry partners to assist organisers from the initial planning stage through to the successful delivery of their events. This reflects the roadshow’s broader objective of building meaningful and long-term business relationships with Chinese partners.
The Chengdu and Chongqing roadshow marks another important step in MyCEB’s continued engagement with the Chinese market. While maintaining strong relationships with established markets such as Beijing, Shanghai and Guangzhou, MyCEB will continue to explore opportunities across other key Chinese cities and work closely with Malaysian industry partners to strengthen business connections, develop new partnerships and attract more Business Events and incentive travel groups to Malaysia.
