W ith the establishment of MyCEB Malaysia s Ministry of Tourism and Culture aimed at strengthen ing the business travel market The initial task for the newly created non profit organisation was to function as the central national hub for event planners They were to be aided in bidding for internation al B2B events and in realising them Now MyCEB is aiming higher in the most literal sense of the word It is concerned primarily with improving Malaysia s position as an event destination in the ranking of the Interna tional Congress and Convention Association ICCA by the end of this decade Malaysia is to be at fifth place in the Asia Pacific region Those responsible at MyCEB want to further increase business travel tourism from abroad They have set ambitious targets for the coming years 2 9 million busi ness travellers attracted annually by 2020 That would make eight per cent of all tourist ar rivals In order to attract even more meetings and delegates MyCEB has launched a variety of in ternational campaigns over the course of its history The maxim since November 2011 has been Asia s Business Events Hub This state ment reflects Malaysia s ambition to serve as the gate to the entire southeast Asian re gion The country is home to a diversity of Asian cultures and lifestyles In the competi tion for events such local attractions are to be brought up to par to international stan dards This will also help the exhibition sec tor which plays a special role in Malaysia s economy On the one hand exhibitions are an ideal platform for presenting products and services to national and foreign buyers gen erating new business and trade opportuni ties At the same time exhibitions also serve to promote the exchange of knowledge and skills as MyCEB emphasises The Malaysia Convention Exhibition Bureau points to the five most important na tional exhibition segments furniture and in terior design machinery environmental pro tection building and beauty health An ex hibition with notable internationality is the Malaysian International Furniture Fair MIFF The approximately 80 000 sq meter large furniture show features over 500 exhibitors every March who are visited by 19 000 buy ers from around 140 countries MIFF lives from the Malaysian furniture industry s strong position There has been enormous growth in exports such as to the United Arab Emirates Saudi Arabia the Philippines and Russia Malaysia s furniture industry is also targeting other regions such as North Africa and the Caribbean Every visitor to the exhi bition from these markets functions as a mul tiplicator who can help drive exports With approximately 80 exhibitions and an estimated 300 000 sq meters of rented space per year the Malaysian market still has a lot of room for expansion An increase in exhibition space could materialise into a push for such growth By 2018 the capacity of all venues will expand by around one third to 273 500 sq meters Two new exhibi tion centres will be constructed two existing ones expanded More international exhibitors and additional events will fill up the spaces an argument for this being the comparably good price quality relationship This applies just as much to foreign organisations who are very welcome MyCEB offers them vari ous types of stimuli to make their commitment palatable For example such organisers are sup ported financially with advertising and promo tion measures They in clude accommodation for representatives from the media and hosted buyer programmes Accompa nying events are also set up including tours scheduled before or after the event In addition organis ers are supported with non monetary measures that can be just as worth while as pure cash Good information and access to a network can help to avoid costly complications for example This includes providing contacts to local stake holders such as to experienced logistic com panies and other service providers All in all last year MyCEB supported 19 trade exhibi tion events with more than 380 000 visitors www myceb com my PB 58 TradeFairs Internation al 5 2015 INTERNATIONAL MALAYSIA Wooing foreign business people The Malaysia Convention Exhibition Bureau MyCEB was launched five years ago in 2010 Since then MyCEB has sup ported the country s growing event segment MyCEB möchte Malaysias Position in der Rangliste der ICCA weiter verbessern MyCEB wants to further improve Malaysia s position in the rankings of ICCA Ph ot o M yC EB

Vorschau TFI Trade-Fairs-International 05/2015 Seite 58
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