Home-grown events champion the restart for Malaysia MICE

Key associations form partnerships to promote domestic business events.

BESarawak partners MATTA to strengthen destination profile and to drive more sustainable, community-based events.
BESarawak partners MATTA to strengthen destination profile and to drive more sustainable, community-based events. Photo Credit: BESarawak

Malaysia’s key MICE associations come together to jump-start the industry with domestic events.

Malaysian Association of Convention & Exhibition Organisers & Suppliers (MACEOS) and Malaysia Convention and Exhibition Bureau (MyCEB) start the ball rolling with the 2022 Keluarga Malaysia Citrawarna programme, held from 24-26 February at Kuching Waterfront, Sarawak. The annual cultural festival is organised by the Ministry of Tourism, Arts and Culture.

MACEOS President Francis Teo said that the association has been working closely with MyCEB to discuss strategies and solutions for post-pandemic recovery. In support of National Tourism Policy 2020-2030, MACEOS will work collectively with MyCEB to assist local authorities involved in destination management to establish in-house Business Events units.

MACEOS Sarawak Region Chair Gracie Geikie added, “Business events here in Sarawak has seen a sharp pivot from international conferences to home-grown events and conferences initiated and supported by our state government. This has given us some breathing space while we tide through the border closures and await VTLs and eventually, unrestricted travel.”

She added that Business Events Sarawak (BESarawak) is an excellent example of a state bureau that has promoted Sarawak and Malaysia actively in the global market.

BESarawak has recently established a partnership with Malaysia Association of Tour & Travel Agents (MATTA) to develop Sarawak’s national and international corporate meetings and corporate incentives business by working closely with national travel industry players.

BESarawak’s CEO Amelia Roziman, also MATTA Sarawak Chapter’s appointed advisor emphasised the value of MATTA as part of its strategic and tactical plans.

“We are securing more partnerships with relevant travel and event associations to strengthen our destination profile and to drive more sustainable, community-based events. Sustainability and community-driven agendas are two areas that organisers are on the lookout for now,” she added.

Currently, Sarawak secures over 80% of MICE business from conventions. To grow the corporate and incentives business, BESarawak has identified three key pillars in its action plan: destination readiness, customer acquisition and content marketing.



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