There is a growing recognition within government and the community that business events make a broader contribution beyond dollars and cents. Business events is a powerful strategy for powering global trade and intellectual engagement. Every government in every country is focused on building knowledge and creative economies. And the business events supply chain is full of knowledge and creative businesses.
The business events industry has been a leading driver of Malaysia’s economic transformation across all key sectors. Malaysia Convention & Exhibition Bureau (MyCEB), an agency under the Ministry of Tourism and Culture Malaysia, has mapped out the way forward for Malaysia in business events with the launch of ‘Malaysia’s Business Events Roadmap: Charting Malaysia’s Journey to 2020 and Beyond’ recently.
Remaining on Track
Since its establishment from 2010 to 2015, MyCEB together with its strategic partners won 654 future events comprising international conferences, corporate meeting and incentive travels and trade exhibition events which will substantially add some RM4.1 billion in economic impact.
In the same period, MyCEB provided support to 1,350 events with the aim of increasing delegate awareness and attendance, their length of stay and spending in Malaysia. These events, which are already booked for Malaysia, will bring about RM 7.2 billion in economic impact to the country.
Five years after its establishment, MyCEB commissioned a study to review the health of Malaysia’s Business Events through a series of consultative workshops, interviews and engagement with the Business Events industry. The goal was to evaluate current scenarios, identify challenges and gaps, brainstorm solutions and make recommendations.
To drive positive momentum through the nation’s Economic Transformation Programme (ETP), as a leading business events destination, the Malaysia’s Business Events roadmap plans to stay on track to achieve the government driven National Key Economic Area (NKEA) targets. The specific convention targets relating to each ministry’s NKEA will further incubate sector innovation around NKEA’s priority goals and gaps and drive a positive change for the country.
This Roadmap is developed using key insights from the ground-breaking Destination Marketing Association International (DMAI) global report on the future of destination marketing. In ensuring the business events industry forges ahead, the roadmap has underlined five key goals.
The five key goals are to significantly increase Malaysia’s market share of conventions and exhibitions taking place in South East Asia; that business events will play a critical role in achieving the 2020 goals of every government ministry; Malaysia will have Asia’s most professional, successful and sustainable business events industry; significantly increase Malaysia’s direct contribution to GDP, jobs and tax revenue and to help Malaysians expand their global investment, trade and professional networks.
MyCEB assist event planners from the very beginning, connecting planners to regional bureaus, DMCs, PCOs, and other industry-related businesses. The bureau identifies potential business and major events leads, facilitates bidding processes, promotes government and industry collaborations, as well as provides events support and marketing services, including consultation on local products and services.
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