MyCEB banks on sports, music to boost international footprint and spend

CONFIDENCE in achieving its target of RM900 million (US$292.5 million) in total tourist expenditure for international events this year runs high within the Malaysia Convention & Exhibition Bureau (MyCEB) International Events unit, as it celebrates RM400 million in the bag for 1H2012.

Feeding the positivity is a spate of recent wins of international sporting and musical events, which will be promoted through Tourism Malaysia’s overseas offices to generate international interest.

MyCEB will also work with local tour operators to package these events as part of a tour itinerary to entice foreign visitors to extend their stays in the country.

These events include the Kids Golf World Championship in 2013 and 2014; a one-night-only Jennifer Lopez Dance Again Tour concert on December 2 in Kuala Lumpur’s Merdeka Stadium; and the seven-day World Muaythai Championship 2014 in Langkawi.

MyCEB International Events general manager, Tony Nagamaiah, is especially proud of the Kids Golf World Championship, as it will be held in Asia for the first time. According to Nagamaiah, the event has always been rotated between the US and Europe.

The MICE bureau expects the golf championship to draw at least 2,000 international visitors and generate tourist spend of RM15 million each year.

The week-long World Muaythai Championship 2014 is expected to draw some 3,000 people, including spectators and team officials, from more than 100 countries and generate RM38 million.

The Jennifer Lopez Dance Again Tour concert is expected to be attended by 20,000 spectators, 20 per cent of whom are expected to be from overseas. The total international visitor spend and business spin-off has been estimated at RM25 million.

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