MyCEB and BESarawak combine MICE forces


The Malaysia Convention & Exhibition Bureau (MyCEB) and Business Events Sarawak (BESarawak) have forged the biggest business events collaboration in Malaysia for Meet in Malaysia @ Sarawak roadshow, in conjunction with the launch of Kuching as a member of the Hybrid City Alliance.

The Meet in Malaysia campaign is MyCEB’s brainchild aimed at engaging with the national business events industry and supporting its recovery efforts. For starters, MyCEB recently joined Hybrid City Alliance — a partnership launched in December 2020 to offer solutions for national and international events taking place across multiple cities. The partnership includes Kuching, represented by BESarawak, and positions the city as one of four knowledge capitals in the country for regional and international hybrid events.

Stakeholders have firmly put forth that MICE is an activity that will contribute to the economic transformation of Malaysia and the world

The inclusion of Kuching in the Alliance is expected to create new value proposition for business events planners and increase Sarawak’s destination appeal. Meanwhile, joining the Hybrid City Alliance is a strong point for the Sarawak Government as the Post Covid Development Strategy (PCDS) 2030 pinpoints digital transformation as an enabler to expedite economic growth, social development, and environmental sustainability.

Sarawak’s chief minister, Abang Abdul Rahman Zohari Abang Haji Openg, said at the launch: “Hybrid events are a key example of how Sarawak’s business events are proceeding with digital transformation. The new world today requires us to adopt methods that will increase productivity and efficiency, and create a conducive enabling environment.

“While we accelerate our digital capabilities, there is still an emphasis on the importance of face-to-face meetings. Hybrid events will enhance the event experience and engagement, allowing greater reach to disseminate knowledge and create new regional and cross-continental partnerships while supporting the state government’s efforts under PCDS.”

Agreeing on the importance of face-to-face meetings, Malaysia’s minister of tourism, arts and culture, Nancy Shukri, said: “Sarawak has been seen as an elusive business events destinations with unique attributes in Malaysia. I am pleased to see MyCEB collaborated well with the state government in bidding for international conferences.

“Since 2010 until 2020, MyCEB has supported 86 events for Sarawak, bringing in over 40,000 delegates which have contributed RM457.0 million (US$80 million) in estimated economic impact. Under the Meet in Malaysia campaign since its launch on July 24, 2020, the campaign has supported four events that will be held in Sarawak, expecting 2,600 delegates and contributing to RM26.9 million in estimated economic impact”,

To date, Sarawak has secured 105 business events worth approximately RM332.1 million in total economic impact, RM20 million in tax revenue and 26,354 jobs.

BESarawak’s incentivised packages are suitable for hybrid, physical, and homegrown events and can be combined with MyCEB’s support packages to double the resources and ensure the success of business events hosted in Sarawak.

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