From Kuala Lumpur to Kota Kinabalu, industry players are seeing the growth opportunities and spending that international business events can bring to the destination. Photo Credit: istock/Inigo Arza Azcorra
Malaysia’s MICE industry is leveraging Visit Malaysia 2026 (VM2026) to strengthen Malaysia’s positioning in the MICE market, focusing on attracting higher-value events.
“VM2026 is not about volume alone,” said Tan Mei Phing, CEO, Malaysia Convention & Exhibition Bureau (MyCEB). “It is about positioning Malaysia as a high-value, experience-rich and globally competitive business events destination that delivers measurable socio-economic impact and long-term legacy outcomes.”
Rather than focusing purely on arrivals, MyCEB said its strategy is to attract international congresses, corporate meetings, incentive programmes and exhibitions that generate higher delegate spending, longer stays and stronger knowledge exchange. “These events also create wider spillover effects across multiple sectors, said Tan.
Towards achieving this, MyCEB is prioritising bids in sectors such as artificial intelligence and digital technology, energy transition, finance, education and advanced manufacturing which are areas that align with Malaysia’s broader development agenda. “This ensures that the events we attract contribute not only to tourism receipts, but also to talent development, investment opportunities and international collaboration,” Tan said.
Malaysia’s MICE map expands
VM2026 is also putting destinations beyond Kuala Lumpur on the MICE map, encouraging business events and incentive travel. Destinations such as Sabah, Sarawak and Langkawi are increasingly leveraging the momentum from VM2026 to strengthen their own business events positioning.
Sabah, for example, is seeing growing recognition as a destination capable of hosting larger conferences and corporate incentive groups alongside its appeal as a holiday destination.
“We are still widely known as a leisure destination, especially among markets such as China, Korea and Japan,” said Noredah Othman, CEO, Sabah Convention Bureau (SCB). “But we are increasingly seeing planners recognise Sabah’s capabilities in hosting conferences, meetings and incentives at a much larger scale.”
“We are increasingly seeing planners recognise Sabah’s capabilities in hosting conferences, meetings and incentives at a much larger scale.”
Noredah Othman, CEO, Sabah Convention Bureau
She pointed to the Sabah International Convention Centre (SICC), which can accommodate up to 5,000 delegates, supported by the state’s growing list of international hotel brands and supporting MICE infrastructure. “Last year alone, we secured 98 business events, and we are seeing growing interest from both association meetings and corporate incentive groups.”
“What differentiates Sabah is the combination of professional event facilities and nature-led experiences,” she continued. “Delegates can move from conference settings to islands, marine parks and conservation experiences within a very short distance.”
From ballroom to beaches and backstreets
The trend on experience design is also reshaping how hotels across Malaysia position themselves within the MICE sector.
In Sabah, the newly opened Sheraton Kota Kinabalu is looking to capture demand for incentive programmes that combine meetings with destination experiences.
“Incentive groups in particular are looking for more immersive environments,” said Hanim Damanhuri, director of sales and marketing, Sheraton Kota Kinabalu. “Companies want programmes that are more tailored, where business objectives are paired with experiences that reflect the culture and natural surroundings of Sabah.”
“Incentive groups in particular are looking for more immersive environments.”
Hanim Damanhuri, director of sales and marketing, Sheraton Kota Kinabalu.
The hotel’s 703sqm Grand Ballroom can accommodate up to 900 delegates, while outdoor venues such as the Wedding Pavilion overlooking Mount Kinabalu are increasingly being positioned for wellness sessions, networking functions and smaller corporate gatherings.
Similarly at Pullman Kuala Lumpur City Centre, director of sale and marketing, Coco Tan added that organisers are also placing greater emphasis on sustainability, local culture and outdoor elements into corporate programmes, particularly for incentive groups and shorter, city-based meetings.
“Our location near Bukit Nanas Forest Reserve and Kampung Baru allows organisers to introduce both urban nature and living heritage into event itineraries,” said Tan. She added that delegates today are looking for experiences that feel connected to the destination itself, whether through local food experiences, heritage walks or wellness-focused activities integrated into meeting schedules.
“It is this ability to differentiate through authentic, locally rooted experiences that will continue to sustain Malaysia’s positioning as a competitive MICE destination in the long term,” she said.