Malaysia Convention & Exhibition Bureau (MyCEB) and Malaysia Airlines Berhad have signed a partnership agreement where the parties will work to complement each other’s sales and marketing initiatives.
Geared towards promoting Malaysia as a business events destination, the agreement supports the Ministry of Tourism and Culture's target of achieving 36 million tourist arrivals by 2020.
MyCEB has announced that the partnership marks a new industry milestone that hopes to encourage similar initiatives from other industry experts.
“This collaborative arrangement is certainly a win-win situation for both parties as it leverages on each other’s inherent strengths and helps reinforce Malaysia’s business tourism brand as well as ensure a competitive edge in bidding for the hosting of international business events in the country,” said MyCEB chief executive officer Zulkefli Hj Sharif.
Head of sales at Malaysia Airlines Laurent Recoura added: “Guests who choose Malaysia for business tourism will have the opportunity to benefit from the internationally accredited conference facilities within the beautiful and tranquil setting of Malaysia. Our comprehensive network within the country is the perfect complement to this, as the best way to fly to, from and around Malaysia.”
Through the partnership, Malaysia Airlines hopes to benefit through its participation in MyCEB-fuelled trade events, while MyCEB hopes to gain from the connectivity offered by the airline and its Oneworld hubs.
Last year, MyCEB and its partners won 153 international conferences, incentive groups and trade exhibition events, with a total estimated economic impact value of RM898 million (US$229.5m).
