Over the past decade, particularly following the pandemic, Malaysia's popularity as a global MICE venue of choice has grown by leaps and bounds.
With a variety of world-class convention centres within its capital Kuala Lumpur, as well as in key destinations like Melaka, Penang, and Sabah, the Southeast Asian nation is certainly making its presence felt within the MICE sector.
Indeed, as Datuk M Gandhi, president of the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS), stated at BE in Sabah earlier this year, Malaysia ought to position itself as a gateway to global markets, serving as a gathering place for a diverse range of industries as well as special interest organisations.
As we gear up for BE @ Penang, the 2025 edition of one of Malaysia's foremost business events conferences, we at Travel Daily Media invite our readers to take a closer look at the country's rapidly evolving MICE sector to see why it is becoming a most favourable location for events on any scale.
Everything according to plan
To understand Malaysia's drive towards prominence in global MICE, let us go back to the midpoint of the pandemic years in 2021.
Back in 2021, Abdul Khani Daud, then-CEO of the Malaysia Convention and Exhibition Bureau (MyCEB), declared: “Malaysia is working towards making its business event industry the top five in the world within ten years in line with the Malaysia Business Events Strategic Marketing Plan (SMP) 2021-2030.”
Daud pointed out at the time that the SMP 2021-2030 would create a pathway for both business and international sporting events in Malaysia, enabling the country’s business event industry to reemerge stronger than was prior to the pandemic.
As such, MICE travellers would make up three percent of the total number of traveller arrivals to Malaysia by 2030; likewise, Malaysia’s MICE sector would generate up to 25,833 employment opportunities by the end of the decade.
Daud declared: “The SMP 2021-2030 signals the sector’s and government’s commitment to work together for the upcoming decade by identifying new strategies and new opportunities for expansion and building on our current presence in existing markets.”
While Daud has since retired from MyCEB, his vision is coming into fruition as Malaysia hosted the 47th ASEAN Summit along with its related sub-events earlier this year.
The country also served as the venue for several industry-centric global conferences, including Global Travel Meet which was staged in October, the International Sourcing Programme at the Malaysia International Building and Construction Industry Showcase, as well as the World Tourism Conference back in September.
Malaysia has also announced that it will be hosting the Global Health Security Conference 2026, Energy Tech Summit Asia 2026, and the 85th FIP World Congress of Pharmacy and Pharmaceutical Sciences 2027.
What Malaysia has going for it in terms of MICE
There are numerous reasons why Malaysia’s popularity as a MICE venue has surged over the past several years.
These include:
- Exceptional venues with world-class infrastructure, including the Kuala Lumpur Convention Centre in the capital and Penang’s Setia SPICE Convention Centre, all set against a unique historical and cultural backdrop;
- A great location in the heart of Southeast Asia bolstered by air, land, and sea connectivity;
- Ample government and private sector support by way of organisations like MACEOS, MyCEB, and Tourism Malaysia which encourages an excellent environment in which to do business;
- Numerous options for post-event tourism thanks to Malaysia’s rich cultural offerings which include a variety of halal-compliant choices in terms of accommodations and dining; and
- Exceptional value as the country’s venues and event organisers provide reasonable rates for events on any scale.
With so much going for it, we will not be surprised if, as the decade draws to a close, Malaysia stands at the forefront of the regional MICE sector thanks to its emphasis on service of exceptional quality and infrastructure that can easily match the best the world has to offer.
