Malaysia woos Chinese business tourism market

MALAYSIA Convention & Exhibition Bureau (MyCEB) aims to increase business tourism arrivals from China by five per cent this year, to reach 1.12 million delegates over last year’s target of 1.07 million.

The bureau is banking on corporate meetings, incentives and clan conferences from China to further grow its largest market for business tourism arrivals outside of neighbouring ASEAN countries.

MyCEB will thus strengthen its presence at tradeshows such as Incentive Travel & Conventions Meeting in Shanghai and China Incentive, Business Travel & Meetings Exhibition in Beijing; produce information kits for the Chinese market; and hold roadshows in Beijing, Shanghai and Guangzhou.

It will also rely on Tourism Malaysia’s presence in China for business tourism promotions and lead generation, said MyCEB general manager sales and marketing Ho Yoke Ping.

Ho believed that Malaysia could be successful in its Chinese ambitions, despite intense regional and international competition, as the two countries enjoy strong trade and bilateral ties. Cultural and language similarities also make it easier for Chinese meeting planners to organise events in Malaysia.

“Malaysia offers excellent value for money, and this is in line with the market trend of wanting higher ROIs,” Ho added.

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