MyCEB, Malaysia Airlines extend MICE promotion agreement

MyCEB's CEO Zulkefli Haji Sharif and Malaysia Airlines' COO Arved Von Zur Muehlen firm up another year of partnership with a handshake

Malaysia Convention & Exhibition Bureau (MyCEB) and Malaysia Airlines have extended their Strategic Partnership Agreement to promote Malaysia as a world-class business and major events destination for another year.

MyCEB and the Malaysian flag carrier first signed the agreement in 2016.

MyCEB’s CEO Zulkefli Haji Sharif and Malaysia Airlines’ COO Arved Von Zur Muehlen firm up another year of partnership with a handshake

The partnership benefits Malaysia Airlines in terms of participation in MyCEB-fuelled trade events, gaining first-hand insights from thought leaders in the industry, as well as creating a stronger brand presence in the business and major events industry. Meanwhile, MyCEB benefits from Malaysia Airlines’ proposition of global connectivity and presents a competitive and attractive edge in securing bid to host international business and major events in the country.

“This partnership has seen a fruitful collaboration between both parties and we at MyCEB are delighted to continue it for another year. We are constantly working to position Malaysia as the preferred destination for business and major events, and this renewal augurs well with the Ministry of Tourism and Culture’s target of achieving 36 million tourist arrivals by 2020,” said Zulkefli Haji Sharif, CEO of MyCEB.

COO of Malaysia Airlines, Arved Von Zur Muehlen, remarked that the “strategic partnership offers the perfect synergy for promoting Malaysia as the ideal place for meetings, incentives, conventions and conferences”.

He added: “Besides our excellent network and connectivity, we continue to work on upgrading our products and services to ensure visitors are introduced to the Malaysian hospitality as soon as they are onboard a Malaysia Airlines’ flight. Our guests can expect a new level of comfort, quality service and a seamless flight experience.”


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