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!