MyCEB’s Mohammad Isa Abdul Halim at AIME 2025; photo by Adelaine Ng
Malaysia is sharpening its focus on the Oceania market as business events from Australia and the region show sustained momentum.
Recent data revealed that 373 business events from Oceania were conducted in Malaysia in 2024, strengthening Malaysia’s status as a leading destination for corporate meetings and conferences for Australian event buyers.
MyCEB’s Mohammad Isa Abdul Halim at AIME 2025; photo by Adelaine Ng
Speaking at the recent Asia-Pacific Incentives and Meetings Event (AIME) 2025, Mohammad Isa Abdul Halim, director of meeting and support incentives at Malaysia Convention and Exhibition Bureau (MyCEB), emphasised the numbers did not reflect the complete picture of event booking activity from Australia.
“There’s a good volume of Australian corporate meetings and conferences taking place in Malaysia without (direct government) support, demonstrating the confidence in our destination,” he told TTGmice.
The numbers reinforcing this trend showed that last year, Malaysia welcomed 734,638 Oceania delegates from supported events, driving a visitor expenditure of US$355 million and contributing US$820 million in economic impact.
Looking ahead, 63 business events from Oceania, mainly Australian, were confirmed for 2025 as of mid-January as a result of lead-nurturing efforts in prior years. This is expected to welcome an estimated 141,059 delegates, generating about RM760 million (US$170 million) in economic impact.
To capitalise on this growing demand, MyCEB promoted its recently launched My Triple E 2.0 initiative under the Meet in Malaysia campaign at AIME in Melbourne, offering up to RM 20,000 in support for events that meet key criteria.
The broader strategy includes leveraging Tourism Malaysia’s Sydney office and engaging in Australian tradeshows and networking events.
Malaysia’s long-term vision extends to 2030, with 216,212 delegates projected from secured events from Oceania, contributing RM790 million in economic impact.
“Presence matters. When we engage actively in the market, Malaysia stays top of mind for business event decision-makers,” said Mohammad Isa, noting that MYCEB will be returning to AIME next year with up to 10 stands, a similar size to its presence this year.
As today’s event attendees expect to access more than just good content, but also personalised experiences, seamless interactions and real-time engagement, event technology supporting event planners must evolve too, says Renee Elliott, chief customer officer at EventsAir, an event technology specialist.
In this episode of TTG Conversations: Five Questions, Elliott sheds light on how EventsAir is innovating and evolving alongside shifts in event attendee expectations and needs of the events industry. She tracks some of the latest events management features that have been introduced by her team, and how AI is helping to automate, raise efficiency and deliver smarter event experiences.
She also addresses the pain points of event planners and myths that surround event technology adoption.
Global business travel is experiencing a resurgence, with projections indicating spending will exceed US$1.6 trillion in 2025, according to the Global Business Travel Association (GBTA).
This marks a substantial increase from the US$1.5 trillion recorded in the previous year. Alongside this financial growth, the methods by which employees travel, and the strategies companies employ to manage these trips, are evolving at an accelerated pace.
The report explores the key trends transforming the future of business travel
A key driver of this evolution is the increasing adoption of AI-driven technologies, which are enabling more flexible, streamlined, and personalised travel experiences. This technological advancement is not only benefiting companies but also empowering individual travellers, who are demonstrating a heightened awareness of the impact their journeys have on both their personal well-being and the broader environment.
The 2025 Business Travel Trends report, produced by Globetrender and Amadeus Cytric, identifies seven key trends transforming the landscape of corporate travel.
Agentic AI is transforming the way corporations manage travel and expense
The next wave of AI will move the technology from passive assistance to proactive functionality, with Agentic AI working behind the scenes allowing travellers, travel managers travel agents and finance teams to focus on more valuable tasks. Over the last two years, Generative AI has been all about offering supportive assistance; from 2025 onwards, and the next stage will be defined by ‘proactive functionality’.
Rather than simply responding to requests, Agentic AI will autonomously anticipate traveller needs, helping them to rebook flights in real-time, optimise itineraries based on changing schedules, and even help travel managers negotiate hotel rates, as well as create, audit and approve expense reports. This shift means business travellers will experience a seamless, highly personalised journey with minimal manual input, allowing them to focus on productivity instead of logistics.
Meetings in Motion are gaining traction to meet the needs of modern professionals
From strategising with colleagues during flights to holding summits in privately reserved train carriages, journeys are becoming opportunities for collaboration among business travellers. With hybrid work models now the standard, the concept of Meetings in Motion is emerging as a key trend. This approach means business travellers can take advantage of the opportunities for real-life, informal interactions to build connections and share ideas – think of it as a water cooler moment, on the road.
Bespoke Bundles are reshaping how airlines interact with travellers and how companies manage corporate travel
The New Distribution Capability (NDC) technology is allowing airlines and corporations to co-create airfare bundles that align with business travel policies.
Imagine booking a flight where every detail – from lounge access to in-flight wifi – is bundled into a personalised package that saves time and money. This new level of customisation is not just a distant dream; it is currently reshaping how airlines interact with travellers and how companies manage corporate travel.
New-gen frequent flyers are driving demand for more personalised and flexible business travel experiences
In 2025, Gen Z will make up more than a quarter of the global workforce, driving a shift in business travel toward flexibility, sustainability and meaningful experiences. For this young cohort, international business trips are not just about fulfilling work obligations; they view these opportunities as pathways to both career progression and personal growth. For these digital natives, business travel takes many forms.
Flexibility is at the core of Gen Z work preferences, with many seeking hybrid or remote work arrangements that allow them to travel while staying connected to their professional responsibilities. This shift is influencing corporate travel planning, with policies now incorporating options for adding annual leave to business trips.
Biometric gateways are enabling seamless, digitised airport experiences
As airports and airlines increasingly seek to offer travellers smooth, fuss-free journeys, physical passports and even smartphone boarding passes are becoming outdated. Soon, travellers will be able to move through the airport without repeatedly showing travel documents or waiting in long queues, by simply having their face scanned at key touch points.
For frequent flyers, being able to move through an airport with minimal queuing is key to keeping stress levels down, so it’s no surprise to learn that 73% of global air passengers are interested in using biometric data instead of passports, according to IATA’s GPS 2024 report.
Jetset Hacking is a growing trend as business travellers choose to prioritise their wellbeing on trips
From sleep labs to cryo chambers, wellness-focused innovations are redefining business travel, helping professionals stay healthy and productive while on the move. Whether due to late dinner meetings with clients or sleepless nights caused by jet lag, business travel can take a toll on people’s well-being.
However, as wellness becomes a growing priority for travellers, high-flying professionals have been paying far more attention to taking good care of their mental and physical health when travelling for work.
Domestic and regional travel is becoming a priority in response to a more fragmented environment
In a world reshaped by hybrid work, sustainability imperatives, and new political figureheads, domestic and regional business travel is emerging as a cornerstone of the corporate travel landscape.
In a highly complex globalised economy, the World Economic Forum warns that businesses need to future-proof and diversify their logistics strategies, as global trade routes become more disrupted due to factors such as climate change, geopolitical tensions, shipping costs and crippling tariffs. In the context of a more fragmented environment, companies may seek to prioritise trade with native or neighbouring suppliers wherever possible.
Crowne Plaza by IHG’s latest whitepaper, Leading the Charge in Blended Travel, has revealed a significant evolution in travel trends since 2022, highlighting a growing demand for holistic flexibility that transcends traditional work-life balance, as a new generation of companies and individuals prioritise personal growth, mind-body equity, and meaningful connection while on the road.
To gauge the global reach of this trend, Crowne Plaza commissioned a YouGov survey of over 12,000 people across Australia, the US, UK, Germany, Singapore, Japan, Saudi Arabia, UAE and India. Globally, 67 per cent of respondents agree they see greater benefits and flexibility in blended travel compared to five years ago, confirming travellers everywhere are more eager than ever before to use their time away to achieve broader personal goals.
Crowne Plaza Phu Quoc Starbay’s swimming pool
Meanwhile, Singaporeans are prioritising work-life balance and blended travel opportunities more than ever, with non-financial perks taking precedence over a high salary (60 per cent) when choosing an employer.
Among respondents, 64 per cent of Singaporeans valued flexible working hours. Meanwhile, 42 per cent highlighted that the ability to combine work with a leisure trip increased happiness levels, and 56 per cent said it would allow them to explore new destinations.
The Leading the Charge in Blended Travel whitepaper reveals four emerging trends driving the shift: Improve and Grow; Mind-Body Equity; The New Personal Travel Economy; and Intentional Togetherness.
Improve and Grow: Blended travel is now key to both personal and professional growth, with travellers linking their journeys to self-improvement, skill development, and creative exploration. Unlike traditional travel, which focuses on rest and recharging, today’s travellers see time away as an active pursuit that fuels creativity and enhances well-being.
Blended travel offers a powerful catalyst for creativity by exposing individuals to new environments that inspire fresh ideas. The global YouGov survey findings further back this trend, revealing the top motivator for combining work and leisure travel is to explore destinations they otherwise would not have visited (40%).
Mind-Body Equity: Wellness is now woven into every aspect of life, and travel is no exception. This is a shift from self-care to self-awareness, with travellers demanding environments that inspire opportunities for better mental and physical well-being. Thirty- five per cent of YouGov survey respondents said blended travel helps them establish healthier routines and reduce stress.
Embracing this trend, Crowne Plaza has developed offerings including a series of daily rituals designed to promote mental and physical health during guests’ stays – such as the zoned guestrooms at Crowne Plaza Kuala Lumpur City Centre, and daily sunrise and sunset swims that are hosted at Crowne Plaza Phu Quoc Starbay and Crowne Plaza Penang Straits City respectively.
The New Personal Travel Economy: New traveller demands are all about getting the most value from our time and money. Every moment, dollar, and ounce of energy spent is expected to feel meaningful. According to the global YouGov survey, the top benefit of this trend is the ability to extend trips at a lower personal cost – with 70 per cent of respondents saying affordable deals or amenities that cater to both business and leisure would encourage them to pursue blended travel experiences.
Intentional Togetherness: With much of life lived online, travellers are placing greater value on in-person connection with colleagues, loved ones and new acquaintances.
Thirty-seven per cent of global respondents surveyed by YouGov cite being able to spend quality time with family and friends around their work as a reason to combine business and leisure travel.
”Flexibility in where and when people work is now an expectation for today’s professional,” said Vivek Bhalla, managing director, South-east Asia & Korea, IHG Hotels & Resorts.
“Crowne Plaza tracked the evolution of work-leisure integration for years – blended travel has now shifted from a trend to a permanent way of life. It could be extending a business trip, working remotely from a dream destination or just finding inspiration on the go. As this shift continues to evolve, we’re reimagining Crowne Plaza hotel designs with curated social spaces and purpose-driven experiences that will allow our guests to experience a more dynamic, fulfilling way of travelling.”
Melbourne will see the introduction of 1 Hotel Melbourne this May, marking the Australian debut of the sustainable luxury hotel brand.
The 277-room property aims to set a new standard for nature-focused hospitality by integrating biophilic design with premium event spaces, while sustainability is woven throughout through the use of over 2,000 live plants, recycled materials, and local sourcing.
1 Hotel
Located in the city’s revitalised Northbank precinct, the hotel will boast 1,700m2 of meeting and event spaces, including a 1,000m2 function centre on the ground floor, offering direct vehicle access for VIPs.
This space accommodates up to 920 guests for a seated dinner. Five intimate gathering suites on the first floor cater to smaller boardroom-style meetings and executive events, with flexible layouts and access to a private bar. With floor-to-ceiling windows on three sides, the function spaces overlook the Yarra River and a 3,500m2 native-planted park, creating an immersive indoor-outdoor experience.
Events at 1 Hotel Melbourne can also earn Certified Sustainable Gatherings status, eliminating over 90 per cent of waste and achieving zero gas emissions.
Capella Singapore has appointed Paul Jackson as its new general manager.
With over 20 years of experience in luxury hospitality, Jackson is set to elevate the hotel’s legacy by creating immersive experiences that celebrate both global sophistication and Singapore’s rich cultural heritage.
His career includes a nine-year tenure at Claridge’s in London, along with experience at renowned properties worldwide, such as Mandarin Oriental, The Ritz, and Grand InterContinental.
The Borneo Convention Centre Kuching (BCCK) has appointed Rayner Simon as its new chief operating officer.
With a distinguished career in international hospitality, Simon has held key leadership positions in renowned establishments worldwide, specialising in operational excellence, business development, and enhancing guest experiences. His global perspective and expertise will play a pivotal role in driving BCCK’s growth and advancing its reputation in the business events sector.
BCCK is now managed by Hemisphere Corporation a subsidiary of the Sarawak Economic Development Corporation Group of Companies. The venue was previously managed by Borneo Isthmus.
View from Koriyama Station Building in Fukushima Prefecture
With Japan firmly established as a repeat destination for business events, smaller cities across the country are experiencing an uptick in demand among organisers looking for new locations.
Representatives of Koriyama, Fukushima Prefecture, and Kurume, Fukuoka Prefecture, each with a population of about 322,000, told TTGmice they have been enjoying growth in business events over the past couple of years.
View from Koriyama Station Building in Fukushima Prefecture
With specialities in medicine and industry, including renewable energy, Koriyama has attracted related businesses for incentive trips that combine visitations to research facilities with time spent in nature, shared Mami Hiraguri, senior officer of the general affairs and planning department at Koriyama Convention Bureau.
“Since 2022, we’ve also been welcoming more international MICE events, such as small-scale conferences,” she added, noting that Koriyama’s focus on strong contractors allows the hosting of conferences without a PCO.
“For international conventions, we also offer pre- and post-stays in the area, which is good for tourism, so we hope to raise awareness of the support we can provide,” Hiraguri said.
In Kurume, a 30-minute drive from Fukuoka, conventions have arrived from Taiwan, South Korea, Hong Kong and Singapore in recent years, attracted by financial support of up to ¥1.1 million (US$7,357) for international meetings of 30 pax or more, shared Daisuke Goto of tourism promotion and public relations at Kurume Bureau of Tourism and International Exchange.
Popular excursions tend to be food-related due to Kurume’s role as a centre of fruit picking and sake making, as well as the birthplace of Japan’s renowned Tonkotsu ramen (pork bone ramen).
“We hope to attract more MICE, including from Europe,” said Goto, but noted that Kurume needs more accommodation in the long-term.
Both cities hope for further inbound growth after pitching their offerings to buyers from Asia and Oceania at the inaugural Japan MICE Expo in October 2024.
Panellists at the recently concluded second International Business Events Forum – BE in SABAH 2025, comprising business events leaders from Malaysia, Thailand, and Indonesia, explored how subregional cooperation will help drive the expansion of the business events industry.
M Gandhi, president of the Malaysian Association of Convention and Exhibition Organisers & Suppliers (MACEOS), highlighted the immense potential for subregional collaboration, particularly within the BIMP-EAGA (Brunei, Indonesia, Malaysia, and the Philippines) economic corridor, during a panel session entitled Unlocking business events expansion opportunities in Asia Pacific: How can East ASEAN leverage to fuel APAC growth?.
From left: Indonesia Exhibition Companies Association’s Hosea Andreas Runkat; Thailand Convention and Exhibition Bureau’s Nooch Homrossukhon; Malaysian Association of Convention and Exhibition Organisers & Suppliers’ M Gandhi; and GainingEdge’s Jane Vong Holmes (moderator)
He referred to this grouping as East ASEAN, home to approximately 81 million people, and described it as a promising business events cluster. With shared industry strengths, this subregion presents vast opportunities for industry-specific conferences and tradeshows, which could spur long-term economic development across its member countries.
Gandhi also emphasised the strategic advantage of cross-border collaboration between southern Thailand and Penang, noting that the travel distance between these two cities is shorter than from southern Thailand to Bangkok.
This, he argued, underscores the practicality and benefits of fostering deeper synergies between the neighbouring markets, positioning them as a regional business events hub. Subregional collaboration could also play a key role in developing homegrown events that capitalise on shared industry strengths and market demand, Gandhi added.
Nooch Homrossukhon, director of the Corporate Image & Communications Department at Thailand Convention and Exhibition Bureau (TCEB), also spoke extensively about the role of AI-driven solutions in shaping the future of business events.
She highlighted how TCEB’s MICE Intelligence and Innovation Department leverages cutting-edge technology, data analytics, and AI-powered insights to identify market trends, optimise event planning, and create a more dynamic and competitive business events landscape in Thailand.
To support industry stakeholders, TCEB also operates a MICE Intelligence and Resource Centre microsite, which provides insightful, actionable data to help businesses devise concrete strategies and navigate emerging market trends effectively.
Meanwhile, Hosea Andreas Runkat, chairman of the Indonesia Exhibition Companies Association, pointed to an uptick in Chinese exhibition organisers diversifying their event portfolios beyond China.
In this case, Indonesia’s large population of over 270 million and its rapidly growing economy, would make it a highly attractive market for Chinese organisers, said Andreas. This presents a valuable business opportunity for Indonesia’s business events stakeholders.
Yankulova: Asian inbound corporates are usually through trade partners
Eastern European DMCs are on the hunt for more Asian travel trade connections in order to grow the number of inbound corporate incentive groups from Asia.
Alexandra Yankulova, head of MICE & leisure with Bulgaria-based Insight Events, told TTGmice that the bulk of her Asian incentive travel groups is from Europe. When she does get groups from Japan, Taiwan, and South Korea, they are through trade partners Kuoni Tumlare and Euromic.
Yankulova: Asian inbound corporates are usually through trade partners
Camelia Olteanu, owner of Romania-based Camira Events & Travel, also finds that Asian corporate incentive events are mostly a result of her partners in Vietnam, Thailand, and Cambodia.
Both Yankulova and Olteanu are keen to develop the Asian market further through tighter travel trade partnerships.
“ITB Berlin is where we can possibly find new partners from Asia, but I’m intending to attend shows hosted in Asia-Pacific to (introduce Romania and raise awareness of my destination),” Olteanu said.
However, with Asia being a market with diverse traveller profiles, Yankulova is “unsure of where to focus marketing efforts on”, which is why “strong partnerships with various (travel industry) associations are incredibly important” for her company.
Yankulova observes that Asian groups like having a cultural element in their itineraries, which is something Bulgaria, and many other countries in Eastern Europe offer.
Kliton Gerxhani, director of Albania Holidays DMC, whose company handles Asian incentive travel groups through its membership with 1 DMC World, said improved air links would lift business from Asia.
“Asian corporates are looking for new destinations to visit, but without direct connections (between Eastern Europe) and Asia, it is quite difficult,” Gerxhani reflected.
All three destination specialists agree that, for now, smaller incentive travel groups that could be accommodated in a single tour bus would work best for their destinations. The intimate size would allow DMCs to provide more personalised services, better experiences, and a higher quality of hotels.
A polished urban retreat designed for business travellers, Hyatt Regency Kuala Lumpur at KL Midtown combines thoughtful design, seamless service, and exceptional facilities.
The five-star property excels in backing its expansive facilities with seamless service and personalised attention, setting the benchmark for luxury in Bangkok.
His career includes a nine-year tenure at Claridge’s in London, along with experience at renowned properties worldwide, such as Mandarin Oriental, The Ritz, and Grand InterContinental.
