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Tourism Malaysia taps Tier-II cities in India for MICE traffic

Tourism Malaysia recently concluded its six-city MICE (Meetings, Incentives, Conventions, Exhibitions) roadshow in an effort to generate higher MICE traffic from India's Tier-II cities. The roadshow, which was targeted at the high-yielding corporate travellers from the Indian market, was organised in Ahmedabad, Pune, Chandigarh, Kolkata, Hyderabad and Madurai. The thrust of the roadshow was to provide holistic product update through ‘Meet & Experience Malaysia' programme, which showcased the infrastructure and state-of-the-art amenities to host and hold international conferences at the convention centres both in Kuala Lumpur and beyond.

Malaysia currently has 2,360 hotels supplying 1,60,327 rooms, offering specialist facilities catering for meetings and conferences. The connectivity offered by the 70 direct flights per week from key cities of India available on the national carrier, as well as other foreign airlines flying to the Far East region, makes it an ideal MICE hub from India. Malaysia has hosted more than 100 MICE events from India representing varied industries, over the years. In terms of MICE, the total conference arrivals recorded last year were 1,000,000. Malaysia is now set to capture a greater share of the international MICE market to represent at least ten per cent of the total arrivals to Malaysia. India continues to remain an important tourism source market for Malaysia with 3,35,241 Indian arrivals between January to July 2008, registering an overall increase of 28.8 per cent as compared to the number of arrivals last year for the same period. Tourism Malaysia aims to target 500,000 arrivals from Indian market this year.

Emphasising Malaysia’s great value as a MICE destination, P Manoharan, Director, Tourism Malaysia India said, “The roadshow received an overwhelming response from the travel trade. MICE is an essential part of our international service and this roadshow has been a key event for the increasingly important Indian MICE market. The emerging Indian business hubs from Tier-II cities with their increasing corporate travellers have become prominent source market for Malaysia. Tourism Malaysia looks at engaging these markets offering support and benefits to include preferential airfares, special accommodation and transportation rates, dissemination of information collaterals, facilitation on custom and immigration clearances and special rates on various convention centers.”

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