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PRESENTATION ON MALAYSIA MICE INDUSTRY

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PRESENTATION ON MALAYSIA MICE INDUSTRY
PRESENTATION ON
MALAYSIA MICE INDUSTRY
ZULKEFLI HAJI SHARIF
CHIEF EXECUTIVE OFFICER
MALAYSIA CONVENTION & EXHIBITION BUREAU

1

Malaysia At a Glance
Thailand

Malaysia is divided into Peninsular
Malaysia and East
Malaysia ( Sabah and
Sarawak)

Kalimantan
(Indonesia)

13 States, neighbouring countries include
Singapore, Thailand,
Brunei and Indonesia.

Economic Transformation Plan
(ETP)

3

Malaysia’s Events Strategy
Achieve developed nation status by
2020
Business & Major Events recognised as high yield and high profile market segments
Business Events: RM3.9 billion
(USD1.3 b) incremental GNI and provide 16,700 jobs medical, scientific, technology, finance, education & commerce

Major Events: RM0.4 billion incremental GNI providing 8,000 jobs sports, arts, cultural & lifestyle events, homegrown & homehosted events.
4

Business Tourism
• In 2011, business tourism contributed:
 RM10.7 b (USD 3.5b) international tourism visitor expenditure  RM17.6 b (USD5.7b) economic impact:
• Estimated average spend per visit: RM7,418 (USD2,400)
• Business tourism visitors spend over 3 times more than average visitor
• Induced Tourism: nearly 60% of delegates would like to return to destination within 2 years
• Dispersal: An estimated 46% of international participants plan to stay for pre and post
5

MyCEB Overview

6

Malaysia Convention & Exhibition
Bureau (MyCEB)
•
•
•
•

Established 2009 under Ministry of Tourism
Not for profit company limited by guarantee
Conduit between government and industry
Focus on high yield international business events sector

currently worth RM17 b (USD5.7 b) to Malaysian economy and International Events Industry which generates

RM853m (USD278m) in revenue.
• Marketing representative in Europe, North America, Australia

7

MyCEB Structure
Board

 Government
 Industry

CEO
International Events

Business Events

Sports, Arts
Culture, Lifestyle
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