Malaysia Business Events officials have taken their China market expansion beyond the country’s major first-tier cities, with the Malaysia Convention & Exhibition Bureau (MyCEB) completing the second leg of its China Roadshow 2026 in Chengdu and Chongqing.
The two-city programme followed MyCEB’s first China roadshow segment in Beijing, Shanghai and Guangzhou in May, extending its engagement to Southwest China and giving Malaysian business events and tourism industry partners an opportunity to meet directly with MICE buyers in the region.
The latest roadshow was built around MyCEB’s “Reconnect, Reimagine, Rediscover Malaysia” theme, with discussions focused on Malaysia’s meetings, incentives, conferences and exhibitions sector, as well as its wider destination experiences.
For MyCEB, the move into Chengdu and Chongqing is part of a broader effort to understand demand beyond China’s traditional first-tier markets. The bureau is seeking to expand its network within China’s MICE industry while creating new commercial links between Malaysian suppliers and Chinese buyers.
“Following the successful segment of our China Roadshow in Beijing, Shanghai and Guangzhou this May, we are pleased to continue our engagement in Chengdu and Chongqing,” said Tan Mei Phing, chief executive officer of MyCEB.
“China remains an important market for Malaysia’s Business Events industry, with each city presenting distinctive opportunities and evolving demand.”
Tan said the Southwest China engagement reflected MyCEB’s intention to widen its reach, strengthen industry relationships and gain a better understanding of emerging market needs.
“Through closer collaboration with our Chinese partners, we look forward to creating more opportunities for Business Events and incentive travel groups to choose Malaysia,” she said.
During the destination presentations, Margaret Lu, MyCEB’s Meetings and Incentives Manager, outlined Malaysia’s latest business events products, facilities and support services. The presentation covered the country’s convention and exhibition venues, international hotel brands and leisure and cultural experiences available to corporate groups.
The proposition is aimed at a wide range of organisers, from companies planning meetings and incentive programmes to businesses looking for venues and destination experiences for larger events.
China has become an important source market for Malaysia’s Business Events sector. According to MyCEB, more than 20 Chinese cities had direct air connections to Kuala Lumpur by early 2026, with an average of more than 180 flights a day. The expanded connectivity, alongside visa facilitation measures, has made travel between China and Malaysia more convenient for business and incentive groups.
Kuala Lumpur, Penang and Kota Kinabalu remain among the Malaysian destinations highlighted for these groups, offering a combination of business infrastructure and leisure experiences.
The roadshow also placed considerable emphasis on direct business engagement. Through destination presentations, industry networking and B2B meetings, Malaysian representatives met Chinese MICE buyers to discuss corporate meetings, incentive travel, business events and destination products.
The format allowed suppliers and buyers to move beyond destination presentations and discuss specific market requirements, potential partnerships and future business opportunities.
The Malaysian delegation included representatives from state convention bureaus, destination management companies, event venues and hotels.
Among the participating convention bureaus were the Penang Convention & Exhibition Bureau and Sabah Convention Bureau. Destination management companies included HTC Travel Services (M) Sdn. Bhd., Orange Leisure Sdn. Bhd., Perfect Vacation Sdn. Bhd., Mayflower Holidays Sdn. Bhd., D Zen MICE Travel Sdn. Bhd., Pearl Holiday (M) Travel & Tour Sdn. Bhd., HJY Travel Sdn. Bhd. and Golden Point Leisure & MICE Holiday Sdn. Bhd.
The delegation also featured representatives from Wyndham Ion Majestic Hotel in Genting Highlands, Resorts World Genting, Marriott International Malaysia, Monkey Canopy Resort, Berjaya Times Square, Kuala Lumpur Convention Centre and Event Republic Sdn. Bhd.
MyCEB also used the roadshow to highlight its Business Events support programmes, including the enhanced MyTripleE 3.0 Programme. The initiative provides eligible business events with financial and non-financial support, covering areas such as conventions, exhibitions, corporate meetings and incentive travel.
For event organisers, MyCEB’s pitch extends beyond venues and accommodation. The bureau says its “Team Malaysia” approach brings together MyCEB and industry partners to support organisers from the early planning stages through to the delivery of an event.
The Chengdu and Chongqing roadshow therefore represents more than an extension of the earlier Beijing, Shanghai and Guangzhou programme. It reflects an effort by Malaysia’s business events industry to look more closely at China’s regional markets, where demand and business relationships can differ from those found in the country’s largest commercial centres.
MyCEB plans to maintain its engagement with established markets while continuing to explore opportunities in other Chinese cities. Working with Malaysian convention bureaus, destination management companies, venues and hotels, the organisation aims to build longer-term commercial relationships with Chinese partners and attract more business events and incentive travel groups to Malaysia.
For Malaysia, the strategy is increasingly centred on being accessible not only as a destination for meetings and conferences, but also as a place where business events can be combined with a broader range of leisure, cultural and destination experiences.
