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
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
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
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.