Malaysia launches MICE partner programme
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The Malaysia Convention & Exhibition Bureau (MyCEB) has launched a new ‘Industry Partner Programme’ (IPP). The bureau will be rolling out a series of cooperative initiatives across Malaysia to provide business opportunities for partners and to increase the country’s success rate in securing international business events.
The IPP will enable companies to benefit from cooperative sales and marketing platforms under the destination umbrella, gain access to sales leads and business referrals, access market intelligence sharing platforms, and engage in product development programmes.
The Industry Partner Programme is opened to Malaysia-based business tourism providers including venue and accommodation providers, conference and event management companies, transport operators, tour and leisure companies as well as industry associations.
Rashidi Hasbullah, Deputy Secretary-General at the Malaysian Ministry of Tourism, explained; “The business tourism segment has been identified as one of the Entry Point Projects (EPPs) under the Economic Transformation Programme (ETP) and is targeted to contribute significantly to the overall national gross domestic product. Business tourism arrivals are estimated to grow from five percent to eight percent of overall tourist arrivals, an increase from 1.2 million to 2.9 million by year 2020.”
Zulkefli Hj Sharif, Chief Executive Officer of MyCEB, added; “To achieve these objectives and to secure more business events for the country, we need the collaborative voice of the Malaysian business tourism industry. It is crucial that we collectively strengthen our knowledge, expertise and quality of service delivery in order to compete effectively globally. Our goal is to provide world’s best practices in service delivery as well as product innovation and development.
“The Industry Partner Programme has been launched to act as a platform to engage with and to encourage cooperation amongst the industry players. “Becoming an industry partner can be highly advantageous for a local player. Besides enhancing its company profile, the IPP’s wide range of sales and marketing initiatives can help propel companies into the lucrative international business tourism market,” he said. “Partners will also be privy to vital market intelligence, gain valuable professional networks and be featured in various promotional activities initiated by MyCEB,” Zulkefli concluded.
Pictured (from left): Peter Brokenshire, General Manager, Kuala Lumour Convention Centre; Zulkefli Hj Sharif; Paul D’Arcy, CEO, Borneo Convention Centre, Kuching.
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