MyCEB targets Chinese corporates with enhanced support deal

The capital city has a successful track record in attracting and hosting large-scale congresses

The Malaysia Convention & Exhibition Bureau (MyCEB) launched its new support programme for 2019 in Beijing, China on April 15, in conjunction with its week-long roadshow covering four Chinese cities.

The four Chinese cities – Beijing, Shanghai, Chengdu and Shenzhen – will see MyCEB conducting in-house training for China business events agents in second-tier cities, coupled with a showcase of products and services by industry partners.

China has been, and continues to be a major market for Malaysia to tap; Kuala Lumpur pictured

The Malaysia Twin Deal V (MTD V) – where is V short for “vibes” – is similar to its predecessor, the Malaysia Twin Deal XP which ended last year, but with options for more group sizes.

Zulkefli Sharif, CEO, MyCEB, shared: “With MTD V, the format of the programme is still according to Deal 1 (value added support for international corporate meetings and incentive groups) and Deal 2 (incentive rewards for international corporate meetings and incentive planners) but we have (introduced) different levels in relation to the number of participants.”

For instance, each level receives support from MyCEB, while planners will also receive incentive rewards according to the cumulative number of participants. Rewards have also been enhanced, with new inclusions such as a photo booth, and a welcome banner in both digital and physical form.

“Under Deal 1, MyCEB will provide value-added support for groups with as low as 30 participants right up to big delegations of 500 or more. For Deal 2 which is targeted at planners, rewards come in cumulative of 500 to 2,000 participants while special rewards will be made available for 2,000 to 8,000 participants,” Zulkefli elaborated.

“This format – which shows wide coverage from minimum participants (to large groups) – is a clear demonstration of our sincerity in working with our Chinese counterparts.”

Commenting on the deal, Arokia Das Anthony, director, Luxury Tours Malaysia, said: “It is timely because in these challenging times, MyCEB is going out of the way to slightly level the playing field with neighbouring countries when it comes to MICE events.

“MyCEB’s sponsorship will help to lower overall costs, and make the entire business events package more competitively priced,” he noted.

Adam Kamal, general manager at Tour East Malaysia, agreed: “Providing support in the form of a welcome dinner, complimentary cultural show and partial sponsorship for gala dinners or F&B will assist in lowering overall costs.

“It would be great if MyCEB would emulate neighbouring countries and consider providing financial support to the organisers (as well),” he added.

Last year, Malaysia welcomed a total of 30,859 Chinese delegates brining in RM209 million (US$51 million) in visitor expenditure, and an economic impact of RM 491 million.

Zulkefli shared: “For 2019, we are targeting a five per cent increase, especially with the string of new offerings the country has. This includes seven new hotels, and we are expecting another 10 to be up by 2020. (This will help) cater to demand as we also gear up for Visit Malaysia 2020.”

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