As competition rises and sustainability becomes non-negotiable, MyCEO CEO Tan Mei Phing aims to position Malaysia as Asia’s most responsible and forward-looking events hub.
Stepping into the top role at the Malaysia Convention & Exhibition Bureau (MyCEB) as CEO, Tan Mei Phing knows exactly where she wants to take the organisation. Her goal: to push Malaysia further up the ranks as a leading business events hub in Asia.
“My near-term priorities are to strengthen partnerships with both domestic and international stakeholders, from state bureaus and industry associations to global networks,” she said. “At the same time, we’re venturing into new markets, especially in the corporate meetings and incentives space.”
What excites me most is the opportunity to help Malaysia realise its full potential as a leading business events hub in Asia. What we’re looking at now is how to elevate that to the next level in a world that is rapidly changing.
Tan Mei Phing, CEO, Malaysia Convention & Exhibition Bureau (MyCEB)
Malaysia’s natural benefits
Tan acknowledges the realities of today’s industry: global competition is intensifying, delegate expectations are evolving, and sustainability is now a necessity rather than a choice. Delivering greener, more responsible events without compromising quality remains a central focus.
For Tan, Malaysia has a natural advantage. “Our strategic location, modern infrastructure and cultural diversity are strong advantages,” she said. “And with the rise of experiential events, we have even more ways to showcase what Malaysia can offer.”
MyCEB is placing emphasis on people and platforms: investing in talent, adopting digital innovation, and strengthening destination marketing. The bureau is also rolling out incentive programmes to attract conferences aligned with Malaysia’s key sectors, including technology, healthcare and renewable energy.
MBEW goes beyond 10
MyCEB’s Tan Mei Phing with partners, including M&C Asia, at MBEW 2025.Having stepped into the role recently, Tan’s appointment coincided with a milestone: the 10th edition of Malaysia Business Events Week (MBEW). What began as a modest platform to raise awareness has evolved into a respected forum for thought leadership, capacity building and collaboration.
MyCEB too has evolved from facilitator to strategic driver of industry growth, and MBEW mirrors that evolution, Tan added. This year’s anniversary edition leaned into themes of future-readiness, focusing on AI, sustainability and global partnerships. That momentum now fuels the bureau’s next chapter.
“Economic impact, to us, is more than just visitor spending,” said Tan. “It’s about strengthening the socio-economy, leaving a legacy that uplifts our knowledge sectors, and enhancing Malaysia’s global reputation.”
To get there, MyCEB is taking on a three-pronged strategy of targeted bidding, destination differentiation and sustainability. “We’re also leveraging data analytics more extensively to track ROI and fine-tune our strategies in real time.”
Related: Malaysia makes a big push for MICE at MBEW 2025
Eyes on VM2026
Tan is also looking at Visit Malaysia Year 2026 (VM 2026) as a turning point. Major conferences and exhibitions in healthcare, renewable energy and digital innovation are already confirmed, with more in the pipeline. “These wins position Malaysia as a global knowledge and innovation hub,” she said. “It’s not just about bringing people here – it’s about creating platforms where transformative ideas are exchanged.”
Sustainability takes centre stage
Moving forward, Tan hopes to define her leadership by focusing on sustainability. Plans are underway to soon launch MyCEB’s Business Events Sustainability Guidelines along with a certification programme to help organisers stage greener meetings.
In addition, the bureau is also working with venues, suppliers and NGOs to expand green certifications, cut waste and integrate renewable energy.
“We want events to create real connections with communities and contribute to Malaysia’s wider wellbeing,” said Tan, “and have Malaysia recognised as a destination where world-class events are delivered with world-class responsibility.”