A new MyCEB initiative will subsidise part of the conference costs of qualifying international events as Malaysia steps up efforts to attract association meetings and other business events.
MALAYSIA – Malaysia is adding financial support to its pitch for international meetings with the launch of BE Fuelled-Up, a new Malaysia Convention & Exhibition Bureau (MyCEB) campaign targeting international business events. Under the programme, MyCEB will support one full-day Daily Conference Package for qualifying international events lasting at least three days at participating hotels and venues. Associations, DMCs, event management companies, incentive houses, corporations and exhibition organisers are among those eligible to apply.
MyCEB expects the programme to help attract approximately 10,000 international delegates, generating an estimated RM146.87 million in economic impact. The initiative comes as competition for international association congresses continues to intensify across Asia Pacific. Destinations are increasingly supplementing their traditional destination marketing with practical support covering areas ranging from bidding and site inspections to delegate promotion, local partnerships and event costs.
For associations considering Malaysia, the immediate benefit is straightforward: support for a conference package potentially reduces the overall cost of staging an event.
There is, however, a wider development worth watching. Convention bureaux are increasingly being asked to demonstrate how they can contribute to the success of an association’s meeting rather than simply provide destination information. Malaysia’s programme is based on cooperation between MyCEB and participating hotels and convention centres, creating a public-private proposition for organisers. That could become increasingly important as associations confront higher accommodation, production, travel and supplier costs. Destinations that can combine accessibility and infrastructure with tangible event support will therefore have another point of differentiation when competing for international congresses.
