The recently-launched Ministry of MICE (MOM) – an alliance of independent DMCs based in South-east Asia – is the brainchild of veteran industry leader Francis Cheong, group CEO of Malaysia-based Aavii Worldwide.
Headquartered in Kuala Lumpur, the alliance launched with a combined partner sales value of US$300 million and an established footprint across Malaysia, Thailand, Singapore, Indonesia, Vietnam, Cambodia, Laos, and Myanmar, with active plans to expand into the Philippines next.
Cheong: MOM brings together respected industry leaders who share a common belief that South-east Asia is stronger when they work together
“MOM was created to simplify complexity,” Cheong told TTGmice. “Our long-term vision is to position South-east Asia as a single connected business events ecosystem, allowing international planners to access multiple destinations through one trusted network, while still benefiting from deep local expertise in each market.”
Member DMCs remain independently owned, but operate via a collaborative platform that streamlines consultation, proposals, and cross-border coordination.
When asked how a typical cross-border event would look like, Cheong explained: “Depending on the project scope, clients may work through a lead MOM partner who coordinates the overall programme, while local delivery remains in the hands of the destination specialist within each country. The objective is simple: one conversation, one strategic approach, and multiple destinations delivered with local authenticity and expertise.”
Driving this push for a unified platform are the steep regulatory and logistical hurdles inherent to crossing South-east Asian borders.
Jessie Heng, regional director of Singapore-based MICE Maestro, pointed out that differing contracting practices, tax structures, event permits, customs clearance for exhibition materials, and varying transportation logistics create operational risks for international planners.
“Through MOM, we are able to approach regional opportunities as one connected team rather than individual destination partners. The collaboration becomes more proactive, with member agencies involved from the early planning stage to jointly design programmes that leverage the strengths of each destination, while maintaining a consistent client experience throughout the journey,” Heng said.
She illustrated how a complex, multi-destination brief – such as a corporate incentive split between Singapore and Malaysia – would be handled seamlessly under MOM.
“MICE Maestro may act as the lead coordinating partner based on the client’s relationship and programme objectives. Together with Aavii, we would jointly develop a seamless itinerary, align operational standards, coordinate supplier negotiations, and ensure programme objectives are consistently delivered across both destinations… The result is greater efficiency, stronger programme design, and a more seamless experience.”
A core differentiator of the alliance is relationship continuity; rather than handing clients off to unfamiliar third parties when crossing borders, the lead agency remains actively embedded throughout the event lifecycle.
“Clients do not have to start from scratch each time they cross a border,” emphasised Cheong. “In other words, MOM combines local expertise with relationship continuity. The destination expert delivers the on-the-ground knowledge, while the trusted relationship built over many years remains intact.”
To maintain strict quality standards, MOM operates on an exclusive, invitation-only basis, limiting membership to promote accountability and trust.
Moving forward, MOM’s immediate target focuses on building regional capability and cross-border referrals rather than pure revenue metrics. To align operational teams on quality, sustainability, and execution excellence, the alliance is currently finalising plans to host its inaugural MOM Forum in September 2026, targeting either Kuala Lumpur or Penang as the host destination.
“Over the next 12 to 24 months, success will be measured by the number of multi-country opportunities generated, collaborative bids secured, knowledge-sharing initiatives launched, and cross-border business referrals converted into confirmed projects,” said Cheong.
Aside from Cheong, other founding partners include Oscar Choo (CPH Travel Agencies, Malaysia), Tri Nguyen (Indochina Heritage Travel Services Co, Vietnam), Patrick Kam & Jessie Heng (MICE Maestro, Singapore), Jeff Fongmool (MICE Magnet Asia Co, Thailand), Lwin Lwin Kyaw (Myanmar Voyages International Tourism Co, Myanmar), Agustinus Pake Seka (Bayu Buana, Indonesia), Augustine Tay (Tay Travel Service, Malaysia), and Anh Minh Vu (Terraverde Travel Services Co, Vietnam).
