Malaysia is stepping up its push for international meetings and incentives, with the country’s convention bureau rolling out new financial support while the hospitality industry looks for new ways to package the destination for business events.
The Malaysia Convention & Exhibition Bureau (MyCEB) has launched its BE Fuelled-Up Campaign, which provides support to eligible international meetings, conventions and exhibitions held at participating hotels and venues.
Under the program, MyCEB will cover one full-day Daily Conference Package (DCP) for qualifying international events taking place over at least three days. The campaign is open to international and regional corporate meetings and incentive groups, conventions and association meetings, and trade exhibitions.
Eligible applicants include associations, corporations, incentive houses, destination management companies, event management companies and exhibition organizers.
The initiative is part of a broader effort to make Malaysia more competitive as business-event destinations vie for international groups. MyCEB says the program is expected to attract approximately 10,000 international delegates and generate an estimated RM146.87 million (about US$36 million) in economic impact.
“BE Fuelled-Up strengthens Malaysia’s proposition in an increasingly competitive Business Events market,” said Tan Mei Phing, CEO of MyCEB in a media statement. “By working closely with our industry partners, we want to give international organizers another compelling reason to choose Malaysia for their next event.”
The program also reflects a public-private approach, with MyCEB working with participating hotels and convention centers to make the overall proposition more attractive to organizers.
“More international events mean more delegates, greater visitor expenditure and wider benefits for our hotels, venues, restaurants, transportation, retail and tourism sectors,” Tan said. “This is about creating greater value for Malaysia through Business Events.”
Marriott and Malaysia Join Forces on MICE
Malaysia’s MICE push is also extending into the hotel sector. Marriott International Malaysia, MyCEB, Business Events Sarawak and Sabah Convention Bureau launched Destination Convention Malaysia on Sept. 8 at The St. Regis Kuala Lumpur, bringing five Marriott properties across the country together as a unified MICE network with the reach of more than 300 million Marriott Bonvoy members worldwide.
The collaboration reflects a growing effort to sell destinations through partnerships among hotel companies, convention bureaus and other tourism organizations—a strategy that could become increasingly important as destinations compete for larger international meetings and incentive programs.
For planners considering Malaysia, the combination of direct financial support through BE Fuelled-Up and a broader multi-destination hotel proposition gives the country another set of tools for competing for international business.
Organizers can find campaign details, eligibility requirements and application information through MyCEB.
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