The new MyCEB will seek industry expertise to formulate its plan of action, reports S Puvaneswary
The new destination marketing organisation for Malaysia, Malaysian Convention & Exhibition Bureau (MyCEB), was established in early December 2008 with a federal launch grant of RM5 million (US$1.39 million). It has replaced Tourism Malaysia’s convention division and is a company limited by guarantee.
Newly appointed managing director, Mr Zulkefli Sharif, said MyCEB’s marketing direction would be determined with advice from a MICE Advisory Council to be formed in the second quarter of 2009.
The council will comprise a group of experienced individuals and leaders from the local MICE industry.
Mr Zulkefli said MICE specialists or research companies in key markets would be appointed in the second half of 2009 to provide leads on association meetings that had potential to be held in Malaysia. He added the bureau’s immediate task was to service commitments made by the convention division on bids that had already been won.
MyCEB’s other tasks will be to update the database of potential users of Malaysia’s convention facilities and services, produce world-class promotional literature and audiovisual materials, mount direct sales activities to capture incentives and corporate meetings, and target business opportunities identified by Tourism Malaysia. Such target markets include Singapore, China, India, the Middle East, Japan, South Korea, Europe, Hong Kong, North America and the CIS countries.
Meanwhile, at the state level, Sarawak Convention Bureau is aggressively marketing the state as a MICE destination. The bureau will promote the official opening of the Borneo Convention Centre in Kuching by bringing in a group of international buyers in October and working with MyCEB to host a major MICE event in November. The convention centre, set to open in mid-2009, will be the first in East Malaysia.
Sarawak Convention Bureau CEO, Ms Jill Henry, said: “This is a build-up year for us and it gives us time to prepare for the expected influx of convention delegates in 2010. We expect there will be some slowdown in corporate meetings from longhaul destinations and that attendance at association conventions may be lower due to the economic slowdown. As we are coming from a small base, our arrival figures are still expected to grow, especially with new budget airlines such as Tiger Airways and Jetstar Asia servicing the Singapore-Sarawak route and AirAsia providing increased air capacity. Due to the global recession, we will be focusing on West Malaysia, Singapore, Brunei and Hong Kong and taking advantage of increased air capacity and displaced business looking for cost-effective alternatives to longhaul travel. However, as we are working on long-term business, especially in the associations sector, we will not be neglecting the longhaul markets of the UK and Europe.”
The bureau will develop a local ambassador programme in 2009 with the aim of building a team of local hosts prepared to bid for international meetings. It is also encouraging international associations to to establish a branch in Sarawak.
Ms Henry said: “Our state convention sponsorship programme, established in 2007, is already proving a great asset in winning business and in 2009 we will be promoting the opportunity to work in tandem with our state government agencies to seek sponsorship support for association conventions.
“The total commitment by the government is RM17 million over the next five years. Amounts committed to-date range from RM30,000 to RM350,000 for individual conventions.”
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