MyCEB sets sights on new target markets in Asia

Malaysia

Malaysia Convention & Exhibition Bureau (MyCEB) is intensifying efforts – with strong backing from the government – to attract more Asian business events through the building of MICE infrastructure, creation of more events, and increase in attendance at more overseas tradeshows.

In line with this, MyCEB is targeting new incentive markets such as Vietnam, Taiwan and Indonesia in addition to its traditional markets of China, India and South Korea.

Malaysia is working to attract more MICE groups from Asian markets, in line with its Visit Malaysia 2020 campaign

Zulkefli Sharif, CEO, MyCEB, on the sidelines of Malaysia Business events Week (MBEW), elaborated: “Asian markets provide quick wins, high growth numbers as well as volume.”

More exhibition space has also been created in Malaysia over the past few years, with the expansion of Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur this year; and the Setia SPICE Convention Centre Penang in 2017; with more to come when the Sabah International Convention Centre – currently under development – opens.

MyCEB intends to attend additional tradeshows in the UK and US next year, in addition to AIME, IMEX, IT&CM China, IT&CM Asia and IBTM World, to promote Malaysia.

It is also encouraging and supporting local exhibition organisers to create more events.

Zulkefli noted: “The future of business events looks bright, as we have strong commitment and support from industry players and government agencies. Since this year, every ministry has been tasked to set up a dedicated focal point to facilitate requests from MyCEB, on behalf of relevant associations for hosting of international events in Malaysia.

“This commitment from the government will help us to become a preferred business events destination in Asia. We are on track with our Business Events Roadmap 2020 goals which include being in the top five ICCA ranking in Asia-Pacific, and having business events contribute eight per cent of total tourists to Malaysia, from the current six per cent.”

This is in conjunction with the year-long Visit Malaysia 2020 campaign, aimed at attracting 30 million tourists and RM100 billion (US$23.7 million) in tourism revenue.

This year’s MBEW, themed Progressive Momentum, attracted more than 200 participants from the business events industry.

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