PRESENTATION ON MALAYSIA MICE INDUSTRY · 2019. 9. 17. · MALAYSIA MICE INDUSTRY ZULKEFLI HAJI...
Transcript of PRESENTATION ON MALAYSIA MICE INDUSTRY · 2019. 9. 17. · MALAYSIA MICE INDUSTRY ZULKEFLI HAJI...
PRESENTATION ON MALAYSIA MICE INDUSTRY ZULKEFLI HAJI SHARIF CHIEF EXECUTIVE OFFICER MALAYSIA CONVENTION & EXHIBITION BUREAU
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Malaysia is divided into Peninsular Malaysia and East Malaysia ( Sabah and Sarawak) 13 States, neighbouring countries include Singapore, Thailand, Brunei and Indonesia.
Kalimantan (Indonesia)
Thailand
Malaysia At a Glance
Economic Transformation Plan (ETP)
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Malaysia’s Events Strategy
Achieve developed nation status by 2020 Business & Major Events recognised as high yield and high profile market segments Business Events: RM3.9 billion (USD1.3 b) incremental GNI and provide 16,700 jobs
medical, scientific, technology, finance, education & commerce
Major Events: RM0.4 billion incremental GNI providing 8,000 jobs
sports, arts, cultural & lifestyle events, homegrown & home-hosted events. 4
Business Tourism
• In 2011, business tourism contributed:
RM10.7 b (USD 3.5b) international tourism visitor expenditure
RM17.6 b (USD5.7b) economic impact:
• Estimated average spend per visit: RM7,418 (USD2,400)
• Business tourism visitors spend over 3 times more than average visitor
• Induced Tourism: nearly 60% of delegates would like to return to destination within 2 years
• Dispersal: An estimated 46% of international participants plan to stay for pre and post
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MyCEB Overview
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Malaysia Convention & Exhibition Bureau (MyCEB)
• Established 2009 under Ministry of Tourism
• Not for profit company limited by guarantee
• Conduit between government and industry
• Focus on high yield international business events sector
currently worth RM17 b (USD5.7 b) to Malaysian
economy and International Events Industry which generates
RM853m (USD278m) in revenue.
• Marketing representative in Europe, North America, Australia
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MyCEB Structure
Board
CEO
Corporate Business Events
Industry Partners (200)
Business Development Event Marketing Event Support
Meetings, Conventions, Incentives, Exhibitions
International Events
Sports, Arts Culture, Lifestyle
Business Development Sales (bids) Event Support
Government & Industry Relations Industry Services Marketing Services Media Relations Finance & Admin
Government Industry
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Mission & Goals
• To secure regional and international business events (meetings, incentives, conventions and exhibitions) business for Malaysia.
Established Malaysia as one of the most
preferred meetings destinations in the
world
Increase from 5% (1.9 m) to 8% (2.9 m)
international business tourism visitors
Malaysia as Top 5 in Asia Pacific for
international meetings
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Source: International Congress and Convention Association (ICCA) Rankings 2011
ICCA Rankings 2011
2010 2011 CHANGE
MALAYSIA
World Ranking 28 29 -1
Asia Pacific Ranking 7 7 No change
No. International Association Meetings 119 126 +7
KUALA LUMPUR
World Ranking 23 21 +2
Asia Pacific Ranking 8 5 +3
No. International Association Meetings 79 78 -1
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Key Initiatives To Develop The MICE Industry
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Subvention Programme
• Financial and non financial incentive program to attract international events.
• To support potential local hosts to bid for and host international events.
• Key Criteria: International events, Home Grown & Home Hosted
• Based on an assessment of : Economic Impact
PR Impact to the country / Legacy
No. of international participants
No. of days
Visitor expenditure
• Mutually beneficial – tangible & intangible
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First association conference approved:
• 7th International AIDS Society (IAS) HIV Conference on Pathogenesis, Treatment and Prevention 2013 – 5,000 – 6,000 delegates
Subvention Program
41 Association Conferences
Approved
82,410
delegates
RM848.2 m (USD277m) in
Economic Impact
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Kesatria Malaysia
• Kesatria (Knights) is an Ambassador
Programme led by Industry champions.
• Launched January 2012
• Incubator for potential local hosts - to bid for
major international business events.
• Association leaders/champions to share their
knowledge & experience with potential local
hosts. 17 appointed Kesatrias to date (ALL key
industry sectors i.e. medical, science,
technology etc)
• Each Kesatria to produce 2 leads that is ready to bid with an average of 1,000 delegates
• Todate, we have 17 leads generated by the
Kesatria
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• ‘Malaysia’s Twin Deal’ is a 2 pronged campaign :
• Offering value add support to attract high yield incentive business.
• Incentivise incentive/corporate planners to bring in more corporate & incentive groups to Malaysia.
• First launched in China in Sept. 2011, and since then extended to Hong Kong, Taiwan, Australia/New Zealand, Europe, Korea and India
• Results: 15,000 pax confirmed, economic impact RM181m (USD59m)
Malaysia Twin Deal Programme
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Terima Kasih
Thank You!