The Malaysia Convention and Exhibition Bureau (MyCEB) is reinventing itself as an incentive destination as it looks to boost Malaysia’s profile on the world stage.
MyCEB has been busy building its global presence over the past 12 months with the hope of securing more international business events destinations for Malaysia.
Within just two years of commencing full operations, MyCEB has grown from four employees to almost 50 staff. The bureau has also secured 49 conventions over the next four years with an estimated economic impact of RM382 million (A$123 million).
During an intimate industry event last week, MyCEB revealed the incentive market was at the top of the agenda as the bureau continues its push into the MICE market.
“Our goal is to reinvent Malaysia as an incentive destination,” MyCEB business development director Jackie Caldwell said. “A lot of people have been to Malaysia, but don’t see it as an incentive destination… we are determined to break this trend.”
The push comes just months after MyCEB appointed business events consultancy, GainingEdge as its sales representative for the Australian and New Zealand business events market. The bureau has also expanded its finance and sales teams in recent months.
With a packed events calendar ahead, Caldwell remained confident the changes would boost Malaysia’s profile within the business events sector. “There’s a lot happening in Malaysia at the moment, and we are sure we can attract more corporate and incentive travel groups to the country,” she said.
MyCEB is also preparing to launch a new MICE brochure in December.
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