MACEOS rolls out nine-year MICE roadmap

MACEOS Executive Committee 2022/2024

The Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) recently unveiled the MACEOS Strategic Roadmap 2022-2030 during its Annual General Meeting (AGM) on May 24, 2022.

The MACEOS Strategic Roadmap 2022-2030 emphasises on innovation, development, education and advocacy, and shared the strategies, actions and key performance indicators for industry players to uphold and implement over the next nine years. It further identified the business events industry’s opportunities, challenges, and potential that would facilitate recovery, economic growth, and nation-building.

MACEOS Executive Committee 2022/2024

The Roadmap’s mission includes positioning MACEOS as an industry consultant; advocating the business events economy as a key contributor to the national economy; encouraging the industry’s continued growth; and being an education hub in South-east Asia.

Addressing members at the AGM held at the Malaysia International Trade and Exhibition Centre, MACEOS president, Francis Teo, said that the industry needed a new narrative and branding to strongly convey its key role as an economic enabler and nation builder.

“We can no longer identify ourselves merely as event organisers, venue operators, or logistics providers. Instead, we must be very clear about the role of business events in driving innovation, product development, knowledge transfer, network creation, accelerating industry impact and economic growth. These are the narratives we need to drive home again,” he said.

Teo also mentioned the importance of using data to strengthen the value of business events. “Utilising this data to make better events and content will deliver great value to clients and strengthen our position as an invaluable part of the economy.”

Being one of the worst-hit industries during the pandemic, Teo pointed out that the reopening of global borders was an opportunity for industry players to jump to action.

“It is my greatest hope that the MACEOS Strategic Roadmap 2022-2030 will chart a new chapter for business events industry stakeholders. Let it guide us to move forward with purpose and greater awareness of the power of business events,” he concluded.

In 2019, the business events industry attracted over 540,000 international business travellers to Malaysia, which contributed RM3.9 billion (US$890 million) in direct expenditure and RM9.2 billion in economic impact to the country.

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