As China’s corporate and incentive travel market continues to regain momentum, the Malaysia Convention & Exhibition Bureau (MyCEB) successfully hosted the MyCEB China Roadshow 2026 from 11 to 19 May 2026 across Beijing, Shanghai, and Guangzhou. The Roadshow brought together 20 representatives from Malaysia’s Business Events industry and 180 Chinese MICE buyers for business matching and networking sessions, creating valuable collaboration opportunities while reinforcing Malaysia’s position as a preferred destination for international Business Events and incentive travel.
As MyCEB’s first return to the Chinese market following the pandemic, the Roadshow was held under the theme “Reconnect, Reimagine, Rediscover Malaysia,” highlighting Malaysia’s diverse MICE infrastructure, world-class hospitality, and unique incentive travel experiences. The three-city engagement also provided Malaysian industry players with strategic opportunities to reconnect with key Chinese MICE buyers, strengthen partnerships, and gain valuable market insights from one of Asia’s most important outbound Business Event markets.
We are excited to return to the Chinese market after a five-year hiatus and reconnect face-to-face with our valued industry partners and professional organisers across China. This Roadshow not only serves as a platform to rebuild connections but also provides an excellent opportunity to showcase Malaysia’s unique Business Events offerings and innovative experiences ~ Ms. Tan Mei Phing, CEO of MyCEB
The Roadshow also received strong support from the Beijing, Shanghai, and Guangzhou offices of Tourism Malaysia.
During the destination presentation session, Ms. Margaret Lu, Manager, Corporate Meetings & Incentive Unit of MyCEB, introduced Malaysia’s latest MICE products, venues, and services while also highlighting the MyTripleE 3.0 Support Programme. Introduced in 2024, the programme is built around three key pillars: Excel, Elevate, and Enliven, providing both financial and non-financial support for international and regional Business Events. The programme includes venue support, assistance for buyers and speakers, on-site event facilitation, and customised planning support. MyTripleE 3.0 has further enhanced its incentives and support mechanisms to facilitate successful corporate meetings and incentive travel programmes in Malaysia.
China continues to be one of Malaysia’s key Business Event source markets. The China Roadshow 2026 successfully generated a total of 127 qualified business leads, with an estimated economic impact (EEI) of approximately RM95 million. These encouraging outcomes reflect the Chinese market’s growing confidence and strong interest in Malaysia’s Business Events offerings, while further strengthening bilateral industry collaborations and future business opportunities between both countries. The initiative is also aligned with efforts to support Visit Malaysia Year 2026 (VMY 2026) and further strengthen business tourism between Malaysia and China.
With visa waiver and expanded air connectivity, more than 20 Chinese cities now offer direct flights to Kuala Lumpur, with over 180 flights operating daily as of early 2026. This enhanced accessibility provides greater convenience for corporate and incentive travel groups from China. Popular Malaysian destinations, including Kuala Lumpur, Penang, and Kota Kinabalu, continue to remain top choices for Business Events and incentive travel programmes.
The Roadshow featured a strong lineup of Malaysian industry partners comprising convention bureaus, destination management companies (DMCs), venues, and hotels, providing Chinese buyers with comprehensive business consultation and partnership opportunities.
Through this Roadshow, Malaysia once again demonstrated its record as one of Asia’s leading Business Events destinations while offering Chinese industry partners deeper market insights and new collaboration opportunities. Moving forward, MyCEB remains committed to supporting industry stakeholders and further advancing Malaysia’s position as a premier international Business Events destination.