Malaysia has seen an increase in arrivals from its top medium-haul inbound source market, China, registering nearly 3.3 million visitors in 2024, a growth of 123 per cent compared with Chinese arrivals to Malaysia in 2023.
The visa-free policy of up to 30 days has been extended until December 2026, together with the growing connectivity between Malaysia and China, is expected to further boost these numbers and enhance business and cultural exchange between Malaysia and China.
To attract more international business events, including those from China, the Malaysia Convention & Exhibition Bureau (MyCEB) offers financial and non-financial support through its MyTripleE 2.0 campaign.
A MyCEB spokesperson stated: “The MyTripleE 2.0 campaign plays a key role in attracting major corporate and incentive groups, while also catering to the rise of smaller, high-achiever groups that prioritise quality over quantity.”
Malaysia’s business events infrastructure is also expanding to meet growing demand, such as the Penang Waterfront Convention Centre (PWCC), scheduled to open in 3Q2025.
Ashwin Gunasekeran, CEO of Penang Convention & Exhibition Bureau, shared: “PWCC’s expansive, state-of-the-art facilities will fill a crucial gap in Penang’s current exhibition landscape, establishing the state as a premier destination for large-scale exhibitions.”
PWCC’s key offering includes a 7,000m2 multipurpose hall with multiple configurations and 19 meeting rooms.
Meanwhile, the Malaysia International Trade and Exhibition Centre (MITEC), which is the largest trade and exhibition centre in Malaysia, continues to position itself as a central hub for Belt and Road-related projects, particularly in sectors such as infrastructure, technology, and manufacturing.
Its CEO, Mala Dorasamy, shared: “With our advanced facilities and international standard services, we can successfully host high-profile business events, further promoting Malaysia to Chinese business leaders.”
She highlighted MITEC’s comprehensive support for Chinese event planners: “Through our management company, Qube Integrated Malaysia, MITEC offers pre- and post-event support, local market insights for better market penetration planning, and assistance in connecting with relevant government agencies.”
The MyCEB spokesperson further highlighted how Chinese outbound event organisers are increasingly drawn to destinations that offer a strong tourism appeal, where culture, shopping, gastronomy, and entertainment can be easily integrated into the business event experience.
“Malaysia’s rich multicultural heritage, infused with Chinese influences, enhances its attractiveness, offering a unique balance of familiarity and novelty for Chinese visitors,” the spokesperson said.
Additionally, Malaysia’s eco-friendly landscapes and sustainable venues align with the rising demand for destinations that provide fresh air and natural surroundings, making it an appealing choice for event organisers seeking rejuvenating environments for their delegates.
Sustainability and corporate social responsibility (CSR) programmes are also gaining traction. “Companies are looking for destinations that offer opportunities to engage in community-driven initiatives, environmental conservation efforts, and trade development activities.
“Malaysia’s diverse selection of CSR-friendly programmes – from eco-tourism projects to social enterprise collaborations – meets this growing demand, allowing Chinese delegates to integrate meaningful impact into their business events,” said the MyCEB spokesperson.
