The rise and rise of Malaysia’s business and major events industry and its impact on the Malaysian travel industry

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Malaysia is a beautiful country as testified by international delegates and provides a compelling setting for associations and events that are trying to break into the Asian market

Malaysia Convention & Exhibition Bureau (MyCEB) was established in 2009 by Ministry of Tourism, Malaysia to further strengthen Malaysia’s business tourism brand and position for the international business events market.Its services ranges from facilitating bids for regional and international conventions, incentives and corporate meetings, assists meeting and event planners on availability of local products and services to providing on-site event support under its Business Events Unit (BEU).

As a measure to further develop the major events industry, MyCEB has launched another specialist unit known as the International Events Unit (IEU) which focuses on identifying and supporting international event bids including sports, art and culture and lifestyle events. Another one of its goals is to identify and assist homegrown events with the potential to attract international publicity and international attendances.

For business events, the number of events supported by MyCEB in 2012 has increased by more than 20% as compared to the previous year. Among the significant business events hosted in 2012 are the 25th World Gas Conference 2012 (5,299 delegates – Kuala Lumpur), 7th Triennial Meeting of the Commonwealth Dental Association (2,000 delegates – Kuching, Sarawak) and 43rd Union World Conference on Lung Health (2,600 delegates – Kuala Lumpur).

During 2012, MyCEB has successfully secured 24 association meetings to be held in the country over the next five yearsDuring 2012, MyCEB has successfully secured 24 association meetings to be held in the country over the next five years, translating to 33,260 delegates into Malaysia and generating RM342 million worth of economic impact

During its 2012 financial year of January to December, the BEU has successfully secured 24 association meetings, to be held in the country over the next five years. Together with the support of the Ministry of Tourism and its industry partners, the BEU’s significant wins for 2012 include the prestigious Toastmasters International World Convention 2014, 12th International Congress on Obesity 2014, 127th International Olympic Committee (IOC) Session 2015 and the Asia Pacific Congress of Allergy, Asthma and Clinical Immunology 2016 – expecting a total 33,260 of delegates arrival into Malaysia and generating RM342 million worth of economic impact to the country.

Malaysia also secures corporate and incentive meetings for Malaysia to welcome delegates worldwide during these events. It is important to note that bids won cover a wide spectrum of industry sectors especially those identified as National Key Economic Areas (NKEA) under the country’s Economic Transformation Programme (ETP).

For MyCEB’s IEU, 2012 have indeed been a busy year as it supported numerous home hosted international and homegrown events including Future Music Festival Asia 2012, Autobacs SuperGT 2012 Series, MTV World Stage 2012, Intercontinental Cup Langkawi 2012, Jennifer Lopez Live in KL and Kids Gold World Championship 2012.

Each managed to attract more than 3,000 international tourists into the country and thousands other domestic fans. The year 2012 saw at least 19 events have been secured from 2012 to 2014 – aimed to boost number of tourists with a target of RM373mil in tourist expenditure.

The events include Sudirman Cup 2013, Australasian Debating Championship 2013, 110th Harley Davidson Anniversary Festival 2013, Tropfest Mini Movies Southeast Asia 2013, MuayThai World Championship 2014 and World’s Debating Championship 2015.

Malaysia is an attractive country and as testified by international delegates and tourists, the country does provide a compelling setting for associations and events that are trying to break into the Asian market. With greater attention being placed to enhance the transportation services and facilities under the government’s ETP such as the development of the Mass Rapid Transit (MRT), extension of the Light Rapid Transit (LRT) in the city, the development of KLIA2 and the development of Kuching Sentral – the only fully integrated regional transportation terminal in Kuching, these would certainly contribute towards the improvement of the country’s business and major events industry.

For more on the events industry in Malaysia, click here to watch Business Circle’s video “High risk, high return niche“.

Photo Credit: Flickr User Vedd

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