As part of these efforts, the organisation has appointed business events specialist Gary Grimmer and Company (GG&C) as their strategic consultant. GC&C was previously commissioned to conduct the feasibility study that recommended creation of a dedicated convention and exhibition bureau for Malaysia, so they are no stranger to the country, and should be confident partners in its development.
“GG&C will provide strategic input aimed at strengthening MyCEB’s role and destination management planning,” says Zulkefli Sharif, CEO for the bureau. “Its primary role is to provide support services for the operational set up of MyCEB, and to this end, will focus on areas such as branding, strategic sales and marketing, staff and industry training and the development of a government and industry forum.”
Part of MyCEB’s work is to nurture prospective home grown hosts of international meetings – a common prerequisite for association meetings – through its conference ambassador programme. Some association meetings confirmed in Malaysia in the near future include the World Congress of Accountants 2010, the Institute of Internal Auditors International Auditors Conference 2011, the World Gas Conference 2012, the 14th Asian Pacific Congress of Paediatrics 2012 and the International Congress on Obesity 2014.
“Our diamonds are in our own backyard,” says Mr Sharif. “A programme that motivates, supports and assists local Malaysian association executives can produce long term positive effects for Malaysia.”
Hard work ahead
Since its inception a year ago, MyCEB has sought to enhance the relationship and networking between local industry players and international event planners and associations, encouraging potential buyers to make Malaysia the preferred destination for their events. The bureau has set up a MICE working committee for experienced industry leaders to provide feedback on industry issues and opportunities, and has been instrumental in supporting the bids for several major international events and conventions that have been won by local venue providers.
An example is the Kuala Lumpur Convention Centre’s (KLCC) success in winning 28 conferences in 2009.
“The successful bids are a reflection of international and regional meeting planners’ confidence in Malaysia as an attractive destination for business events, the country’s strong track record and more importantly, they are testimony to Malaysia’s excellent value for money,” says Peter Brokenshire, General Manager of KLCC. Since the centre’s opening in June 2005 to December 2008, it has been the venue of choice for more than 1,800 events, generating more than RM1.8bn (£320m) for the city.
The World Economic Forum ranked Malaysia as the 4th most price competitive country in the world for travel and tourism in 2009, with comparatively low hotel and fuel prices, low ticket taxes and airport charges, and a favourable tax regime.
Zulkefli Sharif, CEO, MyCEB; www.tourism.gov.my; zulkefli@tourism.gov.my
