Datuk Zulkefli Haji Sharif, Chief Executive Officer of Malaysia Convention & Exhibition Bureau exchanging the Strategic Partnership Agreement with Mr. Arved Von Zur Muehlen, Chief Commercial Officer of Malaysia Airlines Berhad, witnessed by (from left to right) Datuk Irene Betty Benggon, Board of Director, Malaysia Convention & Exhibition Bureau; Dato’ Sri Abdul Khani, Deputy Director General (Promotion), Tourism Malaysia; Datuk Hj. Ab Ghaffar Bin A. Tambi, Secretary General, Ministry of Tourism and Culture Malaysia and Chairman of Malaysia Convention & Exhibition Bureau; Mr. Yeoh Hock Thye, Head of Sales, Malaysia Airlines Berhad and Mr. Manmohan Singh, Head of MICE - Global Sales & Distribution Commercial, Malaysia Airlines Berhad.

Malaysia Convention & Exhibition Bureau (MyCEB) renewed its Strategic Partnership Agreement (SPA) with Malaysia Airlines Berhad (MAB) for another year, following a positive collaboration between the two national bodies in showcasing Malaysia as a world-class business and major events destination.

The agreement renewal was exchanged between Chief Executive Officer of MyCEB, Datuk Zulkefli Hj Sharif, while Malaysia Airlines Berhad was represented by its Chief Commercial Officer, Mr. Arved Von Zur Muehlen.

MyCEB and MAB first signed the SPA back in 2016, widely hailed at that time as a strategic move to brand and promote Malaysia as a preferred destination for business and major events.

“This partnership has seen a fruitful collaboration between both parties and we at MyCEB are delighted to continue it for another year. We are constantly working to position Malaysia as the preferred destination for business and major events, and this renewal augurs well with the Ministry of Tourism and Culture’s target of achieving 36 million tourist arrivals by 2020,” said Datuk Zulkefli Hj. Sharif, Chief Executive Officer of MyCEB, an agency under the Ministry of Tourism and Culture Malaysia.

Chief Commercial Officer of MAB, Arved Von Zur Muehlen added, “Malaysia Airlines is pleased with the results this partnership has brought and we look forward to be working with MyCEB for the second year. This strategic partnership offers the perfect synergy for promoting Malaysia as the ideal place for meetings, incentives, conventions and conferences.”

“Besides our excellent network and connectivity, we continue to work on upgrading our products and services to ensure visitors are introduced to the Malaysian hospitality as soon as they are onboard a Malaysia Airlines’ flight. Our guests can expect a new level of comfort, quality service and a seamless flight experience.”

This strategic partnership benefits Malaysia Airlines Berhad in terms of participation in MyCEB-fuelled trade events, gaining first-hand insights from thought leaders in the industry, as well as creating a stronger brand presence in the business and major events industry. Meanwhile, MyCEB will benefit from Malaysia Airlines Berhad’s proposition of global connectivity and presents a competitive and attractive edge in securing bid to host international business and major events in the country.

In 2017 to date, MyCEB together with its partners have won a total of 102 international conferences, incentive groups and trade exhibition events with a total estimated economic impact value of RM696 million.