MyCEB embarks on marketing plan to make Malaysia's business event industry top five in the world | MARKETING Magazine Asia

MyCEB embarks on marketing plan to make Malaysia’s business event industry top five in the world


The Malaysia Convention & Exhibition Bureau (MyCEB) says it aims to make the country’s business event industry among the top five in the world as the bureau embarks on the recently launched Business Events Strategic Marketing Plan 2021 – 2030. 

The launch which took place at Pullman Bangsar yesterday, was officiated by Minister of Tourism, Arts and Culture (MOTAC) Malaysia, YB Dato’ Sri Hajah Nancy Shukri. 

“It is important that we embrace the role as a driver of change. MyCEB as an agency under the purview of MOTAC has done a tremendous job by being proactive in addressing concerns when they arise and remain conscious of the needs and expectations of the industry,” said Nancy. “The majority of the strategy will be driven by the industry players; however, there is a clear role for the government in facilitating growth of Malaysia’s business and international sporting events industry.”

During the launch, it was revealed that MyCEB’s strategic marketing plan for Malaysia’s business events (BE) industry is anchored upon three main pillars: optimisation, foresight and competitiveness.

According to a statement by MyCEB, the Strategic Marketing Plan (SMP) evaluates critically past strengths and weaknesses by carefully processing internal data in order to formulate future strategies and action plans while embracing a sustainable marketing approach driven by a continuous process of adapting digitalisation and innovation.

“In charting out a better future for the next decade, the SMP aspires to deliver a transformative outcome by constituting 3% of the travel and tourism industry and create an estimated 25,833 total employment by 2030,” Nancy added. 

According to the Secretary General of the Ministry of Tourism, Arts and Culture (MOTAC) Malaysia, YBhg. Dato’ Dr. Noor Zari bin Hamat, in line with the Ministry of Tourism, Arts and Culture’s Strategic Plan 2021 – 2025 and National Tourism Policy (NTP) 2020 – 2030, the SMP places significant emphasis on an integrated approach towards business and international sporting events industry. 

“The SMP is the result of lengthy consultation with industry partners and stakeholders, with the ideas and vision brought together by Malaysia Convention & Exhibition Bureau,” he said. “Their willingness to work together in developing this strategy is a testament to their commitment to the growth and development of Malaysia business and international sporting events industry.”

The Chief Executive Officer of MyCEB, Dato’ Sri Abdul Khani Daud also shared how the development of the SMP anchors the BE industry for the decade to come.

“Malaysia has remained steadfast in the wake of a pandemic outbreak in 2020, which was also supposed to be the Visit Malaysia 2020 year,” he said. “This SMP creates a pathway for business and international sporting events in Malaysia that can boost Malaysia’s BE industry to re-emerge stronger than before in the coming decade.”

According to an article by The Edge, Khani said the goal of making Malaysia’s BE industry among the top five in the world could be achieved by bringing the World Expo into the country because ASEAN countries, specifically, have yet to organise any foreign expo.

According to the article, during a press conference held after the launch, Khani said, “If we can become the first country (in the ASEAN region) to hold the World Expo, it will have a good impact on our business event industry as a whole.”

Main photo courtesy of 123rf