The meetings industry is seen as a key driver to stimulate economic growth in challenging economic times because such events attract delegates who, on average, stay longer and have at least five times more spending power than leisure tourists.
The newly-established Malaysia Convention and Exhibition Bureau (MyCEB) is therefore actively supporting local associations in bidding for regional and international conferences to grow the business tourism sector in the country.
Appearing for the first time at the Kuala Lumpur Convention Centre’s (the Centre) annual Association Seminar, MyCEB Director, Encik Rosly Selamat said that, under the auspices of Tourism Malaysia, the bureau is well-placed to provide counsel and assist local associations, as well as local and international PCOs (Professional Conference Organisers) who are considering Malaysia as the location for their regional and international events.
“This assistance ranges from providing information on conference venues, accommodation and transportation to ideas for social programmes and pre-/post-convention tour options, the dissemination of conference and exhibition information to relevant organisations through Tourism Malaysia's overseas offices, advice on customs and immigration and the hosting of cultural shows at opening ceremonies or social evenings.”
Encik Rosly said that the meetings industry business also brings significant benefits to third-parties such as suppliers to the industry, retailers, restaurants, hotels and domestic tourist destinations. “For this reason, local associations, regardless of the industry they represent, play an important role in attracting international meetings and exhibition to Malaysia; in this case, their respective regional or international association meeting or related event, to the country as a means of contributing to economic growth.”
According to Encik Rosly, in 2007 alone, MICE arrivals to Malaysia totalled 1.1 million people, representing 5% of the total receipts to Malaysia which amounted to RM3.17 billion in average expenditure. “A MICE delegate to Malaysia spends an average of RM3,133 per person. If you look at the global average which is RM8,255, there is certainly room for improvement to ensure we derive the full benefits from this important market segment.”
Encik Rosly added that the attendance of 205 association representatives at the seminar bode well for the industry as this showed the high level of interest among local associations to find out more about how they can bid for future international conferences.
One of MyCEB’s first official engagements in the international arena took place at the AIME ‘09, the 17th Asia-Pacific Incentives & Meetings Expo, held in Melbourne in February. During AIME, event planners were able to get information on the function and role of the new bureau, which acts as a one-stop centre to coordinate the needs of convention and exhibition organisers who want to bring their meeting and conferences to Malaysia.
Currently, MyCEB is making preparations for the upcoming Gulf Incentive, Business Travel & Meetings Exhibition (GIBTM), which is the only dedicated international event for the business travel and meetings industry in the Gulf and Middle East region. MyCEB will continue to look out for other opportunities through which to raise the profile of Malaysia as an attractive business tourism destination.
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