MyCEB China Roadshow 2026 Records 127 Qualified Business Leads Worth RM95 Mln EEI
KUALA LUMPUR, June 10 (Bernama) -- Malaysia Convention and Exhibition Bureau (MyCEB) China Roadshow 2026 has successfully generated a total of 127 qualified business leads, with an estimated economic impact (EEI) of RM95 million.
In a statement, it said the 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.
MyCEB said the initiative is also aligned with efforts to support Visit Malaysia 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, enhancing 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,” it said.
MyCEB China Roadshow 2026 has gathered 20 representatives from Malaysia’s business events industry and 180 Chinese meetings, incentives, conferences, and exhibitions (MICE) buyers for business matching and networking sessions.
Held from May 11-19, 2026, across Beijing, Shanghai and Guangzhou, the roadshow was organised under the theme “Reconnect, Reimagine, Rediscover Malaysia”, showcasing the country’s diverse MICE infrastructure, world-class hospitality and unique incentive travel experiences, MyCEB said.
“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,” it said.
MyCEB chief executive officer Tan Mei Phing said the 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.
It also received strong support from the Tourism Malaysia offices in Beijing, Shanghai, and Guangzhou.
-- BERNAMA