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Malaysia unveils 10-year MICE marketing plan

MyCEB launches strategic plan, with a focus on business and international sporting events.

Zeroing into optimisation, foresight and competitiveness, the SMP is expected to create some 25,000 jobs by 2030.
Zeroing into optimisation, foresight and competitiveness, the SMP is expected to create some 25,000 jobs by 2030. Photo Credit:Instagram/Malaysia Convention & Exhibition Bureau

Malaysia has rolled out a 10-year plan which government and industry players hope will better prepare the country for digitalisation and innovation, while simultaneously creating some 25,000 jobs by 2030.

In a 15 April ceremony officiated by YB Dato’ Sri Hajah Nancy Shukri, minister of tourism, arts and culture (MOTAC), the Malaysia Convention & Exhibition Bureau (MyCEB) unveiled its marketing plan for the country's business events industry, known as the Malaysia Business Events Strategic Marketing Plan 2021 – 2030 (SMP).

The SMP is anchored on three main pillars: optimisation, foresight and competitiveness.

As such, future strategies and action plans will take into account past strengths and weaknesses, as well as a sustainable marketing approach driven by the adoption of digitalisation and innovation.

“It is important that we embrace the role as a driver of change," YB Dato’ Sri Hajah said. "The majority of the strategy will be driven by the industry players; however, there is a clear role for government in facilitating growth of Malaysia’s business and international sporting events industry.”

She added that the SMP is expected to "deliver transformative outcomes" by constituting three per cent of the travel and tourism industry, is estimated to create an 25,833 jobs by 2030.

MyCEB, meanwhile, hopes the SMP will "create a pathway for business and international sporting events that can boost Malaysia’s BE industry to re-emerge stronger than before in the coming decade," said CEO Dato’ Sri Abdul Khani Daud.

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