KUALA LUMPUR, May 20 — Malaysia is making a strong push to attract major international conferences and exhibitions at IMEX Frankfurt 2026, one of the world’s largest trade shows for the MICE industry, which kicks off today.
The effort is being led by the Malaysia Convention & Exhibition Bureau (MyCEB), an agency under the Ministry of Tourism, Arts and Culture. The Malaysian delegation aims to reinforce the country’s position as a premier destination for business events in Asia.
The three-day event, held from May 19 to 21, is a critical platform connecting global destinations with top-tier event planners.
This year’s edition is expected to attract over 3,000 exhibitors and 12,000 industry professionals, including approximately 4,000 “hosted buyers” who represent significant business opportunities from over 150 countries.
“IMEX Frankfurt provides a strategic platform for us to engage directly with the global Business Events community, strengthen existing relationships and explore new opportunities for Malaysia,” said Tan Mei Phing, chief executive officer of MyCEB.
To capture attention, the Malaysia Pavilion will feature appearances by Wira and Manja, the sun bear mascots for the upcoming Visit Malaysia Year 2026 campaign.
Visit Malaysia Year 2026 sun bear mascots Wira and Manja make an appearance at the Malaysia Pavilion.
Throughout the exhibition, MyCEB will conduct a series of business matching sessions with international buyers to secure future events for Malaysia.
These meetings are designed to showcase the country’s world-class infrastructure, diverse venues, and proven track record in hosting major international gatherings.
MyCEB conducts business matching sessions with international buyers to attract future events to Malaysia.
This also marks MyCEB’s continuous participation in the event since 2011, part of a long-term strategy to boost Malaysia’s visibility and drive sustainable growth in the nation’s lucrative business events industry.