MALAYSIA - The Malaysia Convention and Exhibition Bureau (MyCEB) has recently launched the specialist International Events Unit (IEU) to identify and support bids for international sports, art and culture and lifestyle events.
“The launch of the IEU is in line with the Prime Minister’s Economic Transformation Programme,” said MyCEB CEO Zulkefli Hj Sharif, “which has earmarked business tourism and international events as key segments which can contribute to the nation’s economic growth through the attraction of international visitors, with the best possible economic returns suited to Malaysia’s interest.”
MyCEB expects international events to contribute RM427m (US$141m) in Incremental Gross National Income and provide 8,036 job opportunities to Malaysia by year 2020.
“Besides identifying and supporting bids for international events with high economic value to Malaysia, the IEU is also responsible to evaluate and assist homegrown and hosted events to maximise the potential for international publicity and attendances through strategic alliances. This includes identifying and supporting ‘cluster’ events designed to strengthen the global appeal of existing major events,” said Zulkefli.
A specific set of criteria has been set up to evaluate a proposed event on its direct and indirect economic value and the level of support required in order to maximise overall economic value. The criteria includes number of international participants, length of stay, publicity value plus other qualitative factors including opportunities to package and promote extended stays and benefits for the business and local community.
Zulkefli added: “The IEU will collaborate with various private and government entities including the Ministry of Tourism, Ministry of Youth and Sports and Ministry of Culture, Arts and Heritage to attract and develop international events in Malaysia. The commitment from the Malaysian Government for the business tourism industry has significantly improved our position in a highly competitive market. The opening of the IEU is a positive step towards achieving another key milestone for the country.”
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