Malaysia’s established Kesatria Malaysia Programme, a conference ambassador initiative aimed at propelling the nation into the top five business events hubs in Asia Pacific by 2030, welcomed five new members at a special induction ceremony.
The event, a highlight of the Malaysia Convention & Exhibition Bureau (MyCEB) Association Day 2025 held on April 30 at Shangri-La Kuala Lumpur, saw these accomplished individuals from key Malaysian industries, all with a proven track record of hosting major international conferences, officially join the programme.
As the newest Kesatria ambassadors for 2025, they will work alongside existing members, leveraging their experience and networks to identify and encourage other potential local hosts to bid for and organise international events in Malaysia, further driving the growth and development of the country’s business events sector.
MyCEB’s chairman, Sivakumar Varatharaju Naidu shared in his welcome remarks that Malaysia is expected to maintain steady economic growth this year, with projections indicating a trade value exceeding RM2.5 trillion.
He said: “This positive growth is driven by our strategic focus on key sectors such as green technology, artificial intelligence and industrial automation.
“As we strive for greater economic success, business events serve as a crucial driver in positioning Malaysia as a premier international destination for global conferences, exhibition, corporate meetings and incentives.”
MyCEB’s acting CEO, Tan Mei Phing, reinforced the bureau’s long-term commitment to empowering association leaders as catalysts for international event acquisition.
“Associations form the backbone of our business events ecosystem. By equipping them with insights and tools through initiatives like Association Day and the Kesatria Malaysia Programme, we are strengthening Malaysia’s competitive edge in securing high-impact events,” she elaborated.
In his opening remarks, deputy minister of Tourism, Arts and Culture, Khairul Firdaus Akbar Khan, added: “Since the induction of the Kesatria programme in 2012, our dedicated industry champions have secured 98 international business events contributing to RM1.6 billion (US$379.4 million) in economic impact and attracting almost 124,000 international delegates to Malaysia. This programme has promoted knowledge sharing and attracts top tier industry experts to our shores.
“With GDP growth reaching 5.9 per cent and trade value exceeding RM2.1 trillion in the first nine months of 2024, our continued focus on this sector will further position the country as a preferred international business events hub.”
