Case Study - Malaysia

History

Malaysia’s is a relatively new player in the international business events

sector

1998 •

KLIA

international

airport

opened

2005 • Opening of Kuala Lumpur Convention Centre

• Sarawak Convention Bureau established

2006 • Low Cost Carrier Terminal opened

2009 •

Opening

of

Borneo

Convention

Centre

2009 •

MyCEB

established

2010 •

MyCEB

commences

operations

• Malaysia Major Events established

2011 • 10 Year Economic Transformation Programme established

2013 • MyCEB exhibition unit established

Malaysia’s Events Strategy

• Achieve developed nation status by

2020

• Business & Major Events recognised as

high yield and high profile market

segments

• RM18 Billion (US5.6 billion) economic

value

• Business event visitors spend 3.2 times

more than average tourist per trip

Malaysia’s Event Strategy

Benefits Beyond Tourism

• Knowledge exchange

• Attraction of world leaders, decision makers & experts in their field to

Malaysia

• Export promotion

• Enhances international profile & reputation

• Creates ongoing legacy for the destination in research & education

• Optimization of infrastructure usage

Malaysia’s Events Strategy

Goals

• EPP#10: Business Events- RM3.9b

incremental GNI and provide 16,700

jobs

• EPP#7: Major Events - RM0.4 b

incremental GNI providing 8,000 jobs

6

Organisational Structure

Ministry of Tourism

& Culture

Board

CEO

Government

Relations

Finance &

Admin

Corporate

Industry Development

Marketing &

Malaysia Major

Events

Sports, Arts, Lifestyle &

Entertainment

Business Events

Meetings, Conventions,

Incentives, Exhibitions

Communications

Product Development

Market Research

61 fulltime staff

Representation:

Europe, North America, Australia/NZ & China

Scope

• International

meetings, incentives,

conventions,

exhibitions

• B2B only

Business

Events

• International sports,

arts, lifestyle and

entertainment

events

• B2B only

Major

Events

Case Study – Malaysia

BUSINESS EVENTS

Business Events 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

international business tourism

visitors from 5%

(1.9M) to 8%

(2.9M)

To position

Malaysia as Top 5

Asia Pacific

destinations for

international meetings

Contribute

RM3.9B

incremental GNI

& 16,700 jobs

MyCEB Model

Role Model Convention Bureau for Asia region

Semi autonomous

Not for profit company limited by guarantee

Shift from market and event services focus to

SALES >> results focussed

Recruit private sector expertise

Financial model: government & private sector

revenues

MyCEB Roles

BUSINESS

DEVELOPMENT

Research, identify,

qualify and

prioritise new

business leads &

potential

CONVENTION

BIDDING

Identify, assess

and bid for

regional &

international

conventions

CORPORATE &

INCENTIVE

Secure regional &

international

incentive travel

groups and

corporate

meetings

TRADE

EXHIBITIONS

Attract, anchor,

create & support

growth of

regional &

international

exhibitions

MyCEB Roles

EVENT

SUPPORT

Maximise yields

and success of

international business events

held in Malaysia

INDUSTRY &

GOVERNMENT

RELATIONS

Create cooperation

sales & marketing

platforms for the

industry.

Facilitate requests

for support with

MARKET

RESEARCH

Determine

market profile,

value and

opportunities

PR &

MARKETING

Develop

Malaysia

Business Event’s

brand & position

in the

international market

government &

industry

2013 – 2016

Major Bids Secured

Year Event Name Delegates

2013

Int'l Aids Society Conference on HIV Pathogenesis, Treatment & Prevention

5,000

2013 2013 IDA Annual Meeting 5,000

2013 Women Deliver Conference 4,500

2013 Global Women Summit 2013 1,000

2013 8th International Symposium on Digital Earth 1,000

2013 Wounds International Conference 2013 1,000

2013

Asian and Oceanic Society of Regional Anesthesia and Pain Medicine

1,000

2014 14th International Congress on Obesity 3,000

2014 Western Pacific Congress on Chemotherapy & Infectious Diseases 3,000

2014 Offshore Technology Conference Asia 6,600

2014 International Convention of Toastmasters International 2014 2,000

2013 – 2016

Major Bids Secured

Year Event Name Delegates

2015 Congress of the Asian Pacific Society of Respirology 2015 2,000

2015

Asia Pacific Conference of the Junior Chamber International 2015

5,000

2015 Asia Oceanic Congress of Obstetrics & Gynecology (AOCOG) 1,500

2015 127th International Olympic Council Session 2015 1,500

2015

Training and Development Organisations World Conference 2015

3,000

2015 Annual Meeting of the Asia Pacific Association of Cataract & Retractive

Surgeons

1,500

2015 18th Human Genome Meeting 1,000

2016

Asia Pacific Congress of Allergy, Asthma and Clinical Immunology

1,500

2016 IEEE International Conference on Communications 2016 1,500

2016 ICCA Congress 2016 1,000

2016 Spine Week 2016 4,000

Case Study – Malaysia

COMPETITIVE POSITION

ICCA International Convention Rankings 2013

Competitive Position

ICCA – International Congress & Convention Association

ICCA UIA

MALAYSIA

World Ranking 35 19

Asia Pacific Ranking 9 5

No. International Association Meetings 119 137

KUALA LUMPUR

World Ranking 33 -

Asia Pacific Ranking 10 -

No. International Association Meetings 68 -

ICCA International Convention Rankings 2012

ICCA – International Congress & Convention Association

Competitive Position

No. Meetings Average Size Total Participants

1 Japan 341 1 Hong Kong 1,146 1 Korea 192,589

2 China 311 2 Thailand 931 2 Japan 191,983

3 Australia 253 3 Korea 841 3 China 146,792

4 Korea 229 4 Malaysia 832 4 Australia 145,222

5 India 150 5 India 807 5 Thailand 139,650

6 Singapore 150 6 Chinese Taipei 665 6 India 121,050

7 Thailand 150 7 Australia 574 7 Hong Kong 110,016

8 Chinese Taipei 117 8 Japan 563 8 Malaysia 90,688

9 Malaysia 109 9 China 472 9 Chinese Taipei 77,805

10 Hong Kong 96 10 Singapore 436 10 Singapore 65,400

UFI Trade Exhibition Rankings by Country 2012

UFI - The Global Association of the Exhibition Industry

Competitive Position

Country Number of Trade Fairs Estimated Annual Size (Net SQM)

1 China 542 8,996,000

2 Japan 332 1,932,750

3 Hong Kong 113 876,500

4 Korea 156 826,750

5 India 138 810,750

6 Taiwan 74 629,250

7 Australia 176 536,750

8 Thailand 83 464,250

9 Singapore 86 308,250

10 Malaysia 64 296,000

11 Indonesia 49 189,750

12 Vietnam 55 150,250

13 Philippines 43 145,000

14 Macau 9 72,500

15 Pakistan 28 72,500

Total 1,948 16,307,250

Competitive Position

Trade Fair Markets by Estimated net SQM sold 2012 (UFI)

Trade Exhibitions

Strongest growth in SE Asia

Thailand 464,250

Australia 536,750

Singapore

308,250

Indonesia 189,750 Vietnam

150,250 Malaysia 296,000

Philippines 145,000 Macau

72,500

Pakistan 72,500

Malaysia has been restrained by lack

of capacity

Largely domestic focus

International organisers looking for

opportunities & partners in SE Asia

Marketplace of 620,000 million

Taiwan 629,250

India 810,750

Korea 826,750

Hong Kong 876,500

Japan 1,932,750

China 8,996,000

10%

5%

8% 8% 7% 5% 4%

3% 3% 3% 3% 2% 2%

1% 0%

0%

-5%

-10%

0%

-15%

-20% Estimated Size 2011 versus 2012 in % change (UFI) -14%

Case Study – Malaysia

KEY INITIATIVES

Association Development

To strengthen Malaysia’s national associations so that they may compete more

effectively for international business and major events

• Launched 2013

• Association Dialogue

• professional development programme

• 80 plus participants

• International engagement

Kesatria Malaysia

Kesatria Malaysia aims to identify and secure local organisations

to bid for and host international business events

• Launched January 2012

• Now 35 Kesatria representing variety of industry sectors

• Association leaders/champions to share their knowledge

& experience with potential local hosts.

• Goal : to secure 2 conference each, of average 800

delegates, which would contribute an estimated RM689

million in economic impact.

• Achievement: In 2012, generated 23 leads with

estimated 46,939 delegates and RM561M in economic

impact.

Industry Partner Programme

IPP was designed to consolidate the industry into one voice and

one collective resource to position and promote Malaysia

internationally as a business events destination

• 300+ Industry Partners

• Co-operative sales and marketing

programmes

• Industry dialogue groups

• Product development

- Industry training & education

- Industry networking

- Innovation workshops

- New product development

rAWr Awards

rAWr Awards >>> to promote continuous improvement in business practices

within the business events industry

• A joint initiative by MyCEB and Malaysia Association of Convention and

Exhibition Organisers and Suppliers (MACEOS).

• Recognises outstanding achievements in various disciplines across the

business events industry

• Over 80 submissions in first year

Results

2010

31 business events

39,600 delegates

US$144m eco

impact

Government ROI

200: 1

business is growing

Bid Conversion

Rate: 70%+

2013

118 business

events

70,578 delegates

US$248m eco

impact

Business event

visitors have grown

by 133% since

2003 to 1.3 million

in 2012

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Our Scope

MAJOR EVENT

BIDDING

Identify, assess

and bid for new

major

international

events

HOME GROWN &

HOME HOSTED

- Identify and

develop

international

potential

CLUSTER EVENTS

Develop cluster

events around

major

international

events

REGULATION

Identify and

address issues

which limit the

attraction of

major events

Malaysia Major Events

Established 2011

Major Event

Bidding

Bid for and

secure

international sports, arts, cultural and

entertainment

events

Business

Development

Sales missions &

trade events to

identify &

develop major

event

opportunities

Home Grown

& Home

Hosted Events

Support the

development

of home

grown and

home hosted

events for the

international market

Event

Support

Position

Malaysia as

a premier

major

events

destination

Event

Marketing

Maximise

international visitor

attendance

to events

held in

Malaysia

List of Events Won

YEAR NAME OF EVENTS NO. OF

EVENT DAYS

NO. OF TOURIST

INT. DOMESTIC

SPORTING EVENTS

Dec 2012 Kids Golf World Championship 2012 5 2,500 5,000

April 2013 XTERRA Malaysia World Tour Championship

Race

3

1,000

3,000

May 2013 Sudirman Cup 5 3,000 3150

Aug 2013 Barcelona Asia Tour 2013 1 8,000 80,000

May 2014 MuayThai World Championship 7 10,000 20,000

2016 World Table Tennis World Championship 7 4,000 1,000

List of Events Won

YEAR NAME OF EVENTS NO. OF

EVENT DAYS

NO. OF TOURIST

INT. DOMESTIC

ARTS, LIFESTYLE & ENTERTAINMENT

Dec 2012 Jennifer Lopez Live 1 3,000 15,000

Jan 2013 th 27 Golden Disc Awards 2013 2 6,000 14,000

Jul 2013 Australasian Debating Championship 7 1,200 2,000

Aug 2013 Metallica Live in KL 1 4,000 21,000

Se 2013 Asia Harley Days 6 5,000 10,000

Nov 2013 th 17 APHAC Hair and Make-Up Olympics 2 250 150

Jan 2014 Tropfest SEA 6 2,500 5,000

2015 World Universities Debating Championship 8 1,600 1,800

Competitive Position

Competitive Attributes

Strategic location

Ease of doing business (less

regulatory)

English speaking, yet multi lingual

Role model economy

Diversifying economy

Ease of access

Proactive Convention Bureau

Value for money

Government support

Cooperative industry

Growing capacity

Popular leisure destination

Political stability

Invest in sustainable future

New venue infrastructure includes:

Market confidence has led to a surge

in infrastructure investment

New Developments

Malaysia is expected to improve its ranking and performance as new infrastructure developments come on stream i.e.

airports, hotels, venues. In some sectors such as exhibitions there is pent up demand due to lack of capacity.

The KLIA2, opening in 2014 will be the largest low cost carrier terminal in the world with an annual capacity of 45 million

passengers. The terminal is located near to the existing KLIA terminal in Kuala Lumpur.

Kuala Lumpur

Kuala Lumpur Convention

Centre, Kuala Lumpur

Redevelopment plans to add an extra 12,500 sqm of space mainly dedicated to

exhibitions. Existing exhibition space 9,700sqm. Estimated completion by 2017. KLCC has over 12,000 hotel rooms within close proximity. New enclosed pedestrian

bridges link hotels, retail and entertainment districts.

MITEC, Kuala Lumpur 47,300 sqm exhibition centre, 3,635 sqm meeting space, 16 meeting rooms, multi

purpose auditorium.

St Regis, Kuala Lumpur 18,580 sqm of meeting space, 208 rooms. Located at KL Sentral. Opens November

2015

Movenpick Hotel and

Convention Centre KLIA

International Airport

333 rooms, 26,000 sqm of meeting space, including 1,330sqm ballroom, exhibit

hall, multifunction rooms and boardrooms. Located Opens 2016

33

New Developments

Market confidence has led to a surge

in infrastructure investment

Regional Malaysia

SPICE, Penang RM300 million redevelopment: 3,400 sqm arena,4,600 sqm concourse, 4,800 sqm

meeting & exhibit hall (divisible by 4) 12 meeting rooms,9,000 seat arena and sports

complex, retail and restaurants, aquatic centre and hotel. Developer SP Setia. Scheduled opening 2015.

Penang Waterfront

Convention Centre, Penang

RM346 million development. Partnership between Suntec International and IJM Land.

10,000 sqm multi purpose hall than can convert to 9,000 seat arena. Part of mixed

development including hotel, residential and commercial buildings. Scheduled opening 2017.

Sabah Convention Centre Proposed 42,151 sqm of space, 5,000 seat convention hall, exhibition hall, auditorium,

ballroom & meeting rooms.

Puteri Harbour

Convention Centre, Johor

10,000 sqm exhibit space divisible by 4, plenary 2,570 sqm, ballroom 2,520 sqm, 14

meeting rooms 1,497 sqm, retail and parking. Opens 2017.

Traders Hotel, Puteri

Harbour

Opened 2013. 286 rooms, 515 sqm ballroom plus 5 smaller meeting rooms. Adjacent to

Puteri Harbour Convention Centre development.

Sheraton Desaru Resort

& Convention Centre, Johor

Part of Desaru Coast resort development including 845 hotel rooms golf course, theme

park and convention centre, 1,240 sqm ballroom and 4 meeting rooms. Opens 2016

Thistle Johor Bahru Opened 2012, 650 theatre seat ballroom divisible x 3 plus 8 meeting rooms, 328 rooms

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Case Study - Malaysia

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