The Malaysia Convention & Exhibition Bureau (MyCEB) recently unveiled its MyTripleE 2.0 campaign at IBTM World in Barcelona earlier this month.
MyTripleE 2.0 builds upon the successful initial campaign set to conclude by the end of 2024, evolving to redefine Malaysia’s business events sector through three core initiatives: Excel, Elevate, and Enliven. Each initiative caters to both regional and international markets, with MyCEB extending both financial and non-financial support to qualifying applicants.
The Excel initiative aims to attract regional/international business events as part of MyCEB’s strategy to attract more international attendees. The Elevate initiative encourages organisations to elevate event profiles and meetings, especially event programmes to increase international participation and engagement in the global arena. The Enliven initiative serves as an enhancement to delegate experience through non-financial support.
The overarching goal of MyTripleE 2.0 is to develop a comprehensive and competitive support programme that attracts international and regional associations to host business events in Malaysia.
The campaign also seeks to scale up events through support in marketing and promotion, speaker management, and hospitality services. Additionally, it encourages local organisers to host regional and international events, while fostering the creation of homegrown initiatives, generating job opportunities, and driving economic growth.
Support criteria for international events held in Malaysia are a minimum of 150 international delegates if the event is not registered under the International Congress and Convention Association event listing, or a minimum of 50 international delegates registered under the ICCA event listing. In addition, the event duration must span three full days.
Meanwhile, the support criteria for trade and semi-trade exhibitions are a minimum three-day show with a gross space of 2,000m2, and attended by at least 200 international attendees. In addition, at least 10 per cent of net space must be rented to international exhibitors.
