Malaysia builds on MICE success
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Kuala Lumpur Convention Centre
The Malaysia Convention and Exhibition Bureau (MCEB) has reported consistent improvements in the MICE sector over the past couple of years and expects this growth to continue.
The Bureau supported 28 convention bids worth MYR438 million (US$146 million) last year thanks to an 80% success rate when bidding for hosting rights. This success is attributed to the combined efforts of the MCEB and Sarawak Conventions Bureau (SCB) under the MyCEB campaign. The programme Sales and Marketing Manager, Ho Yoke Ping, said that they had already won contracts for 16 events for this year and are currently working on 33 others.
Business tourism is growing quickly in Malaysia, up 132% since 2003, and MCEB plans to use the MICE sector to drive up business travel from 5% of total arrivals to 8% by 2020. This will generate greater yields for the industry as business travellers have an expenditure of nearly three times that of leisure travellers.
Working towards this goal, MyCEB has launched a new international events unit to target bids for lifestyle, sports, art, and cultural events, and also an industry partnership programme to encourage local associations to bid to host international conferences.
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