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

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1 PRESENTATION ON MALAYSIA MICE INDUSTRY ZULKEFLI HAJI SHARIF CHIEF EXECUTIVE OFFICER MALAYSIA CONVENTION & EXHIBITION BUREAU 1

2 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.

3 Economic Transformation Plan (ETP) 3

4 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

5 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

6 MyCEB Overview 6

7 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

8 MyCEB Structure Board Government Industry CEO International Events Sports, Arts Culture, Lifestyle Business Development Event Marketing Event Support Business Events Meetings, Conventions, Incentives, Exhibitions Business Development Sales (bids) Event Support Corporate Government & Industry Relations Industry Services Marketing Services Media Relations Finance & Admin Industry Partners (200) 8

9 Mission & Goals To secure regional and international business events (meetings, incentives, conventions and exhibitions) business for Malaysia. Established Malaysia as one of the most preferred meetings destinations in the world Increase from 5% (1.9 m) to 8% (2.9 m) international business tourism visitors Malaysia as Top 5 in Asia Pacific for international meetings 9

10 ICCA Rankings CHANGE MALAYSIA World Ranking Asia Pacific Ranking 7 7 No change No. International Association Meetings KUALA LUMPUR World Ranking Asia Pacific Ranking No. International Association Meetings Source: International Congress and Convention Association (ICCA) Rankings

11 Key Initiatives To Develop The MICE Industry 11

12 Subvention Programme Financial and non financial incentive program to attract international events. To support potential local hosts to bid for and host international events. Key Criteria: International events, Home Grown & Home Hosted Based on an assessment of : Economic Impact PR Impact to the country / Legacy No. of international participants No. of days Visitor expenditure Mutually beneficial tangible & intangible 12

13 Subvention Program 41 Association Conferences Approved 82,410 delegates RM848.2 m (USD277m) in Economic Impact First association conference approved: 7th International AIDS Society (IAS) HIV Conference on Pathogenesis, Treatment and Prevention ,000 6,000 delegates 13

14 Kesatria Malaysia Kesatria (Knights) is an Ambassador Programme led by Industry champions. Launched January 2012 Incubator for potential local hosts - to bid for major international business events. Association leaders/champions to share their knowledge & experience with potential local hosts. 17 appointed Kesatrias to date (ALL key industry sectors i.e. medical, science, technology etc) Each Kesatria to produce 2 leads that is ready to bid with an average of 1,000 delegates Todate, we have 17 leads generated by the Kesatria 14

15 Malaysia Twin Deal Programme Malaysia s Twin Deal is a 2 pronged campaign : Offering value add support to attract high yield incentive business. Incentivise incentive/corporate planners to bring in more corporate & incentive groups to Malaysia. First launched in China in Sept. 2011, and since then extended to Hong Kong, Taiwan, Australia/New Zealand, Europe, Korea and India Results: 15,000 pax confirmed, economic impact RM181m (USD59m) 15

16 Terima Kasih Thank You!