MALAYSIA POSITIONED AS TOP BUSINESS EVENTS DESTINATION IN ASIA AT IMEX FRANKFURT - Press Release

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FRANKFURT, GERMANY - 21 MAY 2025: The Malaysia Convention & Exhibition Bureau (MyCEB) continues to assert Malaysia as a leading Business Events destination with a strong presence at IMEX 2025, the largest trade show for the Business Events industry. The event will take place from 20-22 May 2025 at Messe Frankfurt, Hall 8. This marks MyCEB's 13th participation since 2011, reaffirming its commitment to positioning Malaysia as a preferred Business Events destination in Asia and on the global stage.

This year, MyCEB is leading a robust delegation of 11 co-exhibitors, which includes key industry players such as State Convention Bureaus, five-star hotels, and Destination Management Companies (DMC).

A key highlight at MyCEB's Malaysia Pavilion is the Malaysia Spice Market Networking Session, which will take place at booth A220. This initiative is a collaboration between MyCEB and Business Events Sarawak to demonstrate Malaysia's unified commitment to advancing its Business Events industry.

“This Spice Market Networking Session invites delegates to experience a unique trade simulation - a vibrant re-enactment of Malaysia’s 15th-century bartering system from the era of the Melaka Sultanate. The bustling marketplace of the Malay Archipelago was once a meeting point for international traders, where spices, goods, and stories were exchanged, shaping the region's rich cultural tapestry,” said YB Tuan Sivakumar, Chairman of MyCEB. “Having participated in IMEX since 2011, we’ve recognized its immense value in elevating Malaysia’s profile, and we look forward to leveraging this year’s opportunities to secure impactful leads and collaborations.”

“We at BESarawak are proud to collaborate in bringing an immersive journey into the rich culinary and cultural heritage of the 15th century, experienced through the unique lens of Malaysian Borneo,” added Amelia Roziman, Chief Executive Officer of Business Events Sarawak. “By using MyCurrency tokens, visitors can barter with ‘international traders from a bygone era,’ uncovering and celebrating the diverse legacies of East and West Malaysia. We warmly invite everyone to be part of this extraordinary cultural encounter during IMEX Frankfurt.”

IMEX is known for its vibrant networking opportunities and the potential to generate new business leads for Malaysia. It provides a unique platform for MyCEB and its delegation to build new partnerships, enhance existing relationships, and promote Malaysia’s competitive advantages as a destination for Business Events. Additionally, it allows international travel trade buyers to gain firsthand information about the growth of the Malaysian Business Events industry.

“The support we have received from Europe and other global markets has generated a positive sentiment that allows Malaysia to maintain momentum in our progress,” said Miss Tan Mei Phing, Chief Executive Officer of MyCEB. “The essence of MyCEB’s participation highlights the significance of the Business Events economy, which focuses on knowledge sharing, networking, future research capacity, and showcasing our destination’s reputation, all of which contribute to enhancing business opportunities on a global scale.”

Following IMEX, MyCEB's international calendar includes key events such as The Meetings Show London and IBTM Barcelona, further strengthening Malaysia’s presence on the global stage.

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