KUALA LUMPUR: Malaysia Convention and Exhibition Bureau (MyCEB) and Malaysia Airlines Bhd (MAB) today have taken a leap forward by joining forces in the realm of business tourism and major events through a strategic partnership agreement.
The one-year agreement will see both parties collaborate in the area of co-operative sales and marketing to jointly harness on mutually beneficial business opportunities.
The collaboration is geared towards branding and promoting Malaysia as a preferred destination for business events and further upholds the Ministry of Tourism and Culture's target of achieving 36 million in tourist by 2020.
MyCEB also aims to elevate its business tourism offerings through the partnership and it will mark a new milestone in the industry that is hoped to set precedence for other industry experts.
"This collaborative agreement 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 hosting of international business events in the country," MyCEB chief executive officer Datuk Zulkefli Sharif said.
Meanwhile, MAB head of sales Laurent Recoura said Malaysia Airlines is delighted to be partnering MyCEB for this important market segment.
"As the country's national airline, we are fully supportive of the country as the leading destination for business events and tourism," he said.