Malaysia eyes Chinese MICE market

THE Malaysia Convention & Exhibition Bureau (MyCEB) has stepped up its courtship of Chinese MICE by introducing a new brochure targeting the Chinese corporate and incentive markets as well as updated Malaysia Twin Deal (MTD) programmes for China and Hong Kong.

MyCEB CEO, Zulkefli Haji Sharif, told TTGmice e-Weekly that China was as an important source market for corporate and incentive travel, due to the short flight time, cultural similarities and Malaysia being a value-for-money destination.

Unveiled last month, the new brochure, Malaysia – Asia like Never Before, focuses on theme events and experiences, teambuilding, corporate social responsibility and unique venues. It also provides creative ideas on products that are essential for corporate and incentive planners.

The brochure is joined by additional value-adds offered under the MTD programme for corporate and incentive groups from China and Hong Kong. All confirmed bookings for the programme must be made by June 30, 2013 and events must take place before December 31, 2013.

Malaysian suppliers are also doing their bit to draw more MICE business from China.

Kuala Lumpur Convention Centre has ensured that all relevant corporate material, including its corporate video and business presentation, are available in Mandarin, and has added Mandarin-speaking marketing staff to its team.

Reliance Conventions & Events general manager, Fu Kei Cheong, said the company had seen a 20 per cent year-on-year growth in incentives from Shanghai.

A series of roadshows to Guangzhou, Beijing and Shanghai last month have also earned Reliance Conventions & Events six confirmed incentive groups from Guangzhou in 2013 and 2014.

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