annual report 2017

Contents
MESSAGES • Business Development
• 2017 Business Events Leads

Minister of Tourism and Culture Malaysia 03 • 2017 Bids Won

Legacy Driven Chairman 04 Corporate Meetings & Incentives 26

Journey
Chief Executive Officer 05 • 2017 Events Won
• Malaysia Like Never Before

ABOUT US • Malaysia Twin Deal XP

• 2017 Malaysia Twin Deal XP Secured Events

Malaysia Convention & Exhibition Bureau 07 Exhibitions 28

The Legacy Driven Journey, as depicted by an image
of a thumbprint with connecting dots surrounding it, Malaysia Major Events 07 • 2017 Events Won
which symbolises Malaysia Convention & Exhibition
Board of Directors 08 Event Support 29
Bureau (MyCEB) and Malaysia Major Events (MME) great
achievements and the legacy impacts that will help to Senior Management Team 10
power Malaysia’s continued development as a knowledge
and creative society.
Vision and Mission 12 MAJOR EVENTS
Organisational Structure 13
MyCEB and MME work closely with our partners to secure Overseas Representatives 14 Business Development 31
and support international business and major events which
are catalyst for socio-economic growth. The impact from Economic Transformation Programme (ETP) 15 • Total Bids Won
hosting international events not only stretches to direct NKEA - Tourism 16 • 2017 Bids Won – Sports
spending and job creation, it also amplifies the benefits • 2017 Bids Won – Arts, Lifestyle & Entertainment
beyond tourism.
REVIEW Home-grown & Home-Hosted 32
For us, legacy driven mindset means we must strive to Event Support & Partnership 33
secure and support international business and major
events, as well as maximise yield for Malaysia. It is proven 2017 Achievements 19 • Total Events Secured & Supported
• 2017 Events Secured & Supported – Sports
that these events raise Malaysia’s profile, knowledge • Business Events
transfer, stimulate trade and investment, enhance network, • 2017 Events Secured & Supported –
• Major Events
contribute to social development, and ultimately leave
lasting legacy for future leaders in Malaysia. 2017 Highlights 20 Arts, Lifestyle & Entertainment

MME Symposium 35
BUSINESS EVENTS
MARKETING &
Association Development 23 COMMUNICATIONS
• Kesatria 1Malaysia Programme
• Malaysian Society of Association Executive (MSAE)
Brand Marketing 37
• Malaysia Association neXt (MyNext)
Industry & Product Development 38
Conventions 24 PR & Communications and Digital 40
Market Research 40
 Minister of Tourism & Culture 3

Malaysia

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
YB DATO’ SERI
MOHAMED NAZRI
ABDUL AZIZ
Minister of Tourism
and Culture Malaysia

The tourism industry continues to be a significant

economic component in Malaysia’s journey as a
sustainable and dynamic nation by showcasing the
tremendous economic, social, cultural, environmental
and heritage value that the sector delivers. Through the
National Key Economic Area’s (NKEA) tourism platform,
the Ministry of Tourism and Culture has affirmatively
pursued the private-public partnership strategy to help
ensure Malaysia’s position as a leading tourist destination,
focusing on leisure and business tourism.

Indeed, the next three years are an important period for

our country’s tourism as a lead up to the much-awaited
Visit Malaysia Year 2020 with Malaysia hosting a series
of high-level international meetings, namely the Asia-
Pacific Economic Cooperation (APEC) Leaders’ Summit
in 2020, the 22nd World Congress on Information
Technology (WCIT) 2020, and the Commonwealth Heads of Muslim travellers at the MasterCard’s Global Muslim Travel
Government Meeting (CHOGM) 2020, among others. Index (GMTI) 2017, which was co-published by a leading
authority in halal travel and tourism, CrescentRating, while
Malaysia’s Transformasi Nasional (TN50), a long-term the US News & World Report ranked Malaysia No. 4 in the
development blueprint announced by YAB Prime Minister Best Countries to Invest in 2017. These accolades augur
Dato' Seri Mohd Najib Tun Abdul Razak in his 2017 Budget well for the continued success of the country’s tourism and
speech is a bold new style to policy making: listening to the business events industry.
public’s aspirations and ideas, namely young adults, in a
bottom-up approach; and formulating quantified goals and On the business events front, Malaysia Convention
milestones leading up to 2050. In this regard, I am pleased & Exhibition Bureau (MyCEB) was named the Best
to announce that several TN50 dialogues and engagements Convention & Exhibition Bureau at the TTG Travel Awards
have been successfully conducted with various segments 2017, putting MyCEB firmly on track in pursuing the
by the Ministry for the tourism and culture sector. government’s aspirations under the NKEA to position
The feedback has been shared with the policy makers Malaysia as a preferred business events destination in the
for consideration and implementation. region, and to complement the target of the Ministry of
Tourism and Culture in achieving 36 million tourist arrivals
The Cabinet Committee on Tourism continues to adopt and RM168 billion in tourism receipts by 2020.
strategic measures on boosting the tourism industry
especially in penetrating new and high-potential markets. The pivotal role played by the Conference Ambassadors
By focusing on building a knowledge and creative or KESATRIA in successfully generating 124 business leads
economy, the business events industry will also be able between 2011 and 2017 with an estimated economic impact
to deliver transformative results in terms of increased of RM2.015 billion is highly appreciated and thanked.
spend and economic impact. The appointment of focal Their achievements are in line with the aspirations of TN50
point officers at every Ministry to act as facilitators for in making Malaysia a proud nation state, among the league
seamless inter-Ministerial collaboration is set to attract of top 20 countries in the world.
even more business events in line with TN50 aspirations.
I would like to extend my utmost appreciation to
Business Events expose We continue to be driven by the National Blue Ocean YBhg. Datuk Wira Ab. Ghaffar A. Tambi, the former
Malaysians to global experts in Strategy (NBOS) of low cost, high impact and rapid Secretary-General of the Ministry of Tourism and Culture
execution in all our programmes including quick win efforts Malaysia and former Chairman of MyCEB for his valuable
their field to enhance for MICE segments which has vast potential in spurring contributions and guidance. Congratulations to MyCEB’s
knowledge and professional growth and luring high-spending tourists to Malaysia. board of directors for their guidance and commitment in
development inspiring and encouraging the team to translate our vision
I am pleased to note that in 2017, Malaysia continued to be into reality.
feted with international accolades and recognitions. Global
news network, CNN voted Malaysia as one of the 17 Must I have every confidence that the board of directors,
Visit Destinations in the World. Malaysia was also ranked management and staff of MyCEB will rise to the occasion
No. 6 among the World’s 10 Best Places to Retire in 2017 and continue delivering stellar performances to ensure the
by Internationalliving.com. For the third consecutive year, success of the nation as an outstanding business tourism
Malaysia was named the most popular destination for destination.
 4 Chairman Chief Executive 5

Officer
M e s s a g e s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
DATUK WIRA AB. DATUK ZULKEFLI
GHAFFAR BIN A. TAMBI The business events sector continues to register I have full faith and conviction that in working together, HJ. SHARIF
Chairman exponential growth in the global tourism industry. we will achieve our 2020 targets and establish Malaysia Chief Executive Officer
The establishment of MyCEB under the Economic as Asia’s and the world’s premium and valued
Malaysia Convention Malaysia Convention
Transformation Programme (ETP) reinforces the country’s Business Events Hub, elevate our global rankings as an
& Exhibition Bureau priorities towards the development of Malaysia as a international meetings destination, as well as become the & Exhibition Bureau
high-income country. By 2020, business tourism is forecast preferred destination for major events.
to contribute RM3.9 billion to the Gross National Income
(GNI) and generate 16,700 jobs. Indeed, over the past eight years, business events in
Malaysia has been a thriving sector. To date, Malaysia
The year 2017 saw Malaysia securing an impressive Convention & Exhibition Bureau (MyCEB) and its
number of high-profiled business events. Together with industry partners, successfully secured 958 international
its strategic partners, MyCEB managed to win 151 future business events comprising of international conferences,
events comprising of international conferences, incentive corporate meetings, incentive travel and trade exhibition
groups, association meetings, and trade exhibition events events which adds an estimated RM6.11 billion into
that will translate into an estimated economic impact Malaysia’s economy.
of RM954 million and 83,204 international delegates.
Some of the winning bids are for the hosting of the World In 2017, Malaysia played host to significant and highly
Tunnel Congress (WTC) 2020, the 17th World Congress for successful business events. They include the World
Endoscopic Surgery of the Skull Base and Brain (ENDO KL) Congress of the International Federation of Freight
2020 and the Congress of the International Board on Books Forwarders Associations (FIATA); the 16th Asia Pacific
for Young People (IBBY) 2022. Life Insurance Congress (APLIC) 2017; the 18th Asia-
Pacific Retailers Convention & Exhibition (APRCE);
MyCEB also collaborated closely with industry players by
the Amway Advance Sales & Marketing Training to
supporting 287 business events in Malaysia that included
Malaysia; Pro-Health Incentive Trip 2017; and Babycare
68 conventions, 192 corporate meetings/incentives and
Leadership Summit.
27 trade exhibitions. These events attracted approximately
120,528 international delegates and yielded RM866 million
The collective effort between MyCEB and Kesatria
in visitor expenditure and RM1.413 billion in economic
continues to further strengthen the potential and
impact.
highlight the country’s capabilities as a thriving
On the partnership front, MyCEB renewed its Strategic knowledge and creative nation in 2017, as the programme
Partnership Agreement (SPA) with Malaysia Airlines Bhd contributed to 10 international business events leads,
(MAB) for another year. MyCEB and MAB first signed the attracting a total of 8,138 delegates with an estimated
SPA back in 2016 to brand and promote Malaysia as a economic impact of RM68.2 million in helping to achieve
preferred destination for business and major events. This the goals set under the Economic Transformation
collaborative agreement is certainly a win-win situation Programme (ETP). The Malaysian Society of Association The prestigious award recognises excellence, leadership,
for both parties as it leverages on each other's inherent Executives (MSAE) was also officially launched during professional standards, innovation and best practices
strengths and helps reinforce Malaysia's business events the Malaysia Association neXt (MyNext) 2017 conference. within the business events industry.
brand as well as ensure a competitive edge in bidding for Hailed as a strategic move aimed at enhancing Malaysia’s
hosting of international business events in the country. association community, we look forward to further Our sustained publicity and media coverage has enabled
advance the industry professionalism and development MyCEB to generate over RM311 million in media publicity
Malaysia Major Events (MME), continues to surge ahead of associations in Malaysia. through various public relations and communications
with impressive high-yield achievements. Set up in 2010, platforms locally and globally for both business and
MME focuses on identifying and supporting major event Under the Malaysia Major Events (MME) division, major events.
bids for sports, arts, lifestyle and entertainment, as well we secured and supported a total of 38 prominent sports,
as assisting home-grown and home-hosted events. Last arts, lifestyle and entertainment events including the On behalf of MyCEB, I wish to thank MyCEB Chairman,
year, we secured and supported a total of 38 events, G-Dragon 2017 World Tour “Act iii M.O.T.T.E”; Ed Sheeran YBhg. Datuk Wira Ab. Ghaffar A. Tambi for his valuable
which attracted a total of 282,389 attendees, all of which Live in Malaysia; Ironman Malaysia and Ironman 70.3 guidance and dynamic leadership and wish him a happy
contributed a remarkable tourist expenditure of RM291.7 Langkawi; Viper Challenge Series 2017; and Good Vibes retirement. I would also like to express my utmost
million. Festival 2017, to name a few, which generated a total gratitude to MyCEB’s board of directors for their strategic
tourist expenditure of RM291.7 million and 282,389 guidance and confidence in us.
I would like to extend my heartiest appreciation and in attendees.
congratulate the board members, management and staff I convey my deepest appreciation to all industry partners,
of MyCEB for their selfless commitment and outstanding I also take pride in my team’s hard work and commitment government ministries, agencies, local councils and our
contribution towards the growth of business tourism and in organising our very own home-grown events, Malaysia associates for their contribution and commitment.
events sector. I also wish to thank all of you for your strong Business Events Week (MBEW), a game-changing Finally, I wish to pay tribute to the dedication and
support and kind cooperation extended to me during my conference and catalyst for business success in the fast- exemplary work ethics of our entire MyCEB team.
tenure as Chairman. growing modern digital economy in ASEAN, as well as
co-organising the rAWr Awards 2017 with our partner,
I have every confidence that MyCEB will continue to the Malaysian Association of Convention and Exhibition
progress rapidly and achieve its goals in the years to come. Organisers and Suppliers (MACEOS).
 7

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
Malaysia Convention & Exhibition Bureau
(MyCEB) is a non-profit organisation established
in 2009 by the Ministry of Tourism and Culture
Malaysia to grow the country’s business tourism
industry. The inception is in line with Malaysia’s
Economic Transformation Programme (ETP) to
elevate the country to developed-nation status
by year 2020. MyCEB aims to further strengthen
Malaysia’s global appeal and position as the leading
destination for international meetings, incentives,
conventions, trade exhibitions and major events.
The bureau identifies potential business event
leads, facilitates bidding processes, promotes
government and industry collaborations, as well
as provides event support and marketing services,
including consultation on local products and
services. As the national bureau, MyCEB acts as
catalyst for product and industry developments.

www.myceb.com.my Malaysia Major Events (MME) is a division

of MyCEB and was established under the
Government’s ETP to identify, promote, facilitate
as well as support viable international events to
be staged in Malaysia. With its main objective
to enhance Malaysia’s economic growth and
profile, MME is also tasked to identify and support
major event bids for sports, arts, lifestyles and
entertainment events and provide assistance to
home-grown and home-hosted events in order to
further strengthen Malaysia’s global appeal as the
venue of choice for major events in the region.
Business and Major Events
MME also acts as a conduit between the public and
create a lasting legacy for private sectors in ensuring seamless processes are
current and future industry achieved through synergistic relationships with
thought leaders in Malaysia diverse event stakeholders in staging successful
events in Malaysia.

www.mymajorevents.com.my
 8 Board of 9

Directors
A b o u t U s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
DATUK WIRA DATO’ SRI ABDUL DATO’ ROBERT ALAN MARK
AB. GHAFFAR BIN KHANI BIN DAUD GENEID PRYOR
A. TAMBI Deputy Director General Managing Director General Manager
Chairman (Promotion) Borsamulu Resort Sdn Bhd Kuala Lumpur
Malaysia Convention & Tourism Malaysia Appointed on Convention Centre
Exhibition Bureau Appointed on 9 November 2010 Appointed on
Secretary General 1 March 2017 31 October 2014
Ministry of Tourism and
Culture Malaysia

DATUK ZULKEFLI TAN SRI DR. DATUK IRENE DATO’ VINCENT

HJ. SHARIF ONG HONG PENG BETTY BENGGON LIM HWA SENG
Chief Executive Officer Chairman CHARURUKS President, MACEOS
Malaysia Convention Akademi Seni Budaya Appointed on Appointed on
& Exhibition Bureau Dan Warisan Kebangsaan 9 November 2010 31 October 2014
(ASWARA)

DATO’ ASRI BIN DATUK SERI VICTOR

HAMIDON WEE ENG-LYE
Deputy Under Secretary Appointed on
Ministry of Finance, Malaysia 27 March 2014
Appointed on
9 November 2010
10 Senior 11

Management Team
A b o u t U s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
TONY NAGAMAIAH DATUK ZULKEFLI HJ SHARIF HO YOKE PING TAN MEI PHING SHARIFAH ZURAINA PREMALA DANAPAKIAM NIK AZLAN
General Manager Chief Executive Officer General Manager Senior Manager SYED OMAR Senior Manager NIK ABDULLAH
Malaysia Major Events Business Events Marketing & Communications Senior Manager Business Events Head
Malaysia Major Events Human Resource,
Administration & Procurement
12 Organisational 13

Structure
A b o u t U s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
•
To deliver a viable portfolio of
international business and major
In 2017, the Finance & Administration division changed its name to Corporate Office division.
events to attract visitors to Malaysia With that, the Legal unit has been named Legal & Corporate Office unit.
and enhance the country’s profile
The total head count of MyCEB's employees as at 31 Dec 2017 - 71 personnel;

Vision internationally, as well as to maximise

the economic, social and environmental
18 are in Business Events, 16 in Malaysia Major Events, 14 in Marketing & Communications,
23 in Corporate Office and three in the office of the Chief Executive Officer.

benefits of events that take place in

Malaysia.

• BOARD
To lead the development of Asia’s
OF DIRECTORS
highest performance events industry.

CEO

•
To be recognised as Asia’s model
bureau – the leading edge in terms of • • • •
CORPORATE MARKETING & BUSINESS MALAYSIA
success, professionalism, best practices
OFFICE COMMUNICATIONS EVENTS MAJOR
and business impact. EVENTS
Finance Brand Marketing Sales

Mission • Information
Technology
PR & Communications
and Digital
• Conventions
• Corporate Meetings
& Incentives
Business
Development
• Sports
To position Malaysia as one of the • Exhibitions • Arts, Lifestyle &
Human Resource, Industry &
world’s preferred business and major Administration & Product Development
Entertainment
Association
events destination. Procurement Development Home-grown
Market Research
Home-Hosted Events
Legal & Corporate Event Support
Services Event Partnership

Event Support
14 Overseas Economic Transformation 15

Representatives Programme (ETP)

A b o u t U s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
MyCEB first appointed its overseas representatives NORTH AMERICA
back in 2011 in the European market, followed by North In its efforts to accelerate Malaysia’s economic growth, the government
Michel Couturier
America, Australia & New Zealand and later China. has carefully designed the Economic Transformation Programme (ETP) to help
Managing Partner
These overseas representatives provide invaluable Malaysia reach ‘developed nation’ status by 2020. As such, business tourism
mc@mcintl.com
support for event planners while serving as a promotional and international events have been recognised as key contributors to this growth.
and marketing arm of MyCEB in all key regions. By 2020, business tourism is expected to contribute RM3.9 billion in the
Jacqueline Hewitt incremental Gross National Income (GNI), providing about 16,700 jobs. TOURISM
Managing Partner
The roles and responsibilities of the appointed overseas
jh@mcintl.com
representatives are:
T +1 212 529 8484
F +1 212 460 8287
• To promote and market Malaysia as a leading
international business event destination.
CHINA
• To source, research, identify, prioritise and maintain Beijing
client relationships. Grace Qu
Business Development Manager
• To act as MyCEB’s representative for trade shows, beijing@myceb.com.my PALM OIL &
OIL, GAS & ENERGY RUBBER BUSINESS SERVICES
promotions and events as well as conduct face-to- T +8610 6430 1838
face sales calls. F +8610 6430 1519

• To provide support and assistance for bid activities, Chengdu

events, promotional activities, local communications, Freda Hua
business development activities, media enquiries Business Development Manager
and relations. chengdu@myceb.com.my
T +8628 6132 6792

AUSTRALIA/NEW ZEALAND Guangzhou

Jackie Caldwell Lily Zhang ELECTRICAL & ELECTRONICS WHOLESALE & RETAIL EDUCATION
Business Development Director Business Executive
jackie@myceb.com.my guangzhou@myceb.com.my
T +613 9885 6932 T +8620 8735 6717
F +613 9885 6932
M +61 (0) 403 892 289 Shanghai
Cloris Zhu
Faye Langley Business Development Manager
Business Development Manager shanghai@myceb.com.my
faye@myceb.com.my T +8621 6385 8586
M +61 (0) 432 194 66 F +8621 6385 9200 COMMUNICATIONS
CONTENT &
HEALTHCARE INFRASTRUCTURE AGRICULTURE
EUROPE
Anette Palm
Director
anette@worldwideconventions.com
T +49 (0) 6307 401103
F +49 (0) 6307 401104

GREATER KUALA LUMPUR/

FINANCIAL SERVICES KLANG VALLEY
16 NKEA - 17

Tourism
A b o u t U s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
The NKEA tourism will continue to focus on high-yield
tourism, growing economic and employment growth Establishing Malaysia as a leading
for the nation. Targeting leisure and business tourism, business tourism destination
the NKEA will also focus in growing tourist arrivals and
receipts to stimulate the industry’s contributions to the
nation’s economy.

Targets by

2020 GNI :
Positioning Malaysia as a vibrant
shopping destination
Positioning Malaysia
as a leading ecotourism destination
RM3.9
billion

New jobs :

Expanding tourism offerings in Developing Cruise Tourism

16,720
niche areas
"High-yield
business visitors
to Malaysia: to be
positioned above

8% oftourist
total

arrivals
(2.9 million
business
Positioning Malaysia as a vibrant Targets by visitors)

2020
events and entertainment
destination

Enhancing air connectivity to Improving mix and quality of

Malaysia from priority markets hotels and intergrated resorts
GNI : New jobs : Tourist arrivals :
RM426.7 8,000 250,000
million
 2017 19

Achievements

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
BUSINESS EVENTS

151 101,437 83,204 381,342 RM954

million
Business Estimated Total Estimated Total Estimated Total Estimated
Events Number of Number of Number of Economic
Secured Delegates International International Impact
Delegates Delegates Days

MAJOR EVENTS

Business Events and Major

38 282,389 59,908 RM291.7
million
Events enhance professional Events Secured Total Attendees International Total Tourist
connections and help & Supported Attendees Expenditure
Malaysians build global
network as well as research link
20 2017 21

Highlights
2 0 1 7 R e v i e w | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
7th Malaysia-China Entrepreneur Conference Ed Sheeran
25 November 2017 14 November 2017
Putrajaya International Convention Centre Axiata Arena

SEMICON Southeast Asia 2017 Viper Challenge 2017 Series

25 - 27 April 2017 2 December 2017
Subterranean Penang International Convention & Exhibition Centre Cyberjaya

Perfect China 2017 Achiever Incentive Seminar Good Vibes Festival 2017
3 - 11 June 2017 12 - 13 August 2017
Sabah, Penang, Melaka, Pahang and Kuala Lumpur Genting Highlands

FIATA World Congress Ironman® Malaysia and Ironman® 70.3 Langkawi

4 – 8 October 2017 11 November 2017
Kuala Lumpur Convention Centre Langkawi

International Conference of the World Association for MME Symposium

the Advancement of Veterinary Parasitology 2017 30 November 2017
4 – 8 September 2017 Kuala Lumpur Convention Centre
Kuala Lumpur Convention Centre
Pro-Health Incentive Trip 2017 G-Dragon 2017 World Tour
30 October – 19 November 2017 “Act iii, M.O.T.T.E” in Kuala Lumpur
Club Med Cherating Beach 17 September 2017

BUSINESS EVENTS MAJOR EVENTS Stadium Merdeka

 Association 23

Development

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
Malaysian Society of Association Executives (MSAE)

DEVELOPMENT MSAE was officially registered with Registry of

Societies Malaysia in July 2017 with the purpose to
assist and guide association professionals by nurturing
their members in enhancing skills and professional
development in association management.
Association Development Programme
Malaysia Association neXt (MyNext)
A series of educational and support programme was
initiated to foster the growth of our local associations MyNext is an annual congregation of Malaysian
through association management, conference association leaders and professionals. This premier
management and professional development. conference presents a niche nexus to access cutting-edge
insights, exchange ideas, network, express thoughts and
Kesatria 1Malaysia Programme debate issues that impact the future growth sustainability
of the associations. Since 2015, MyNext has attracted
In 2017, six newly appointed Kesatria were 338 attendees from various backgrounds of non-profit
introduced from various backgrounds such as energy, organisations.
gastroenterology, ophthalmology, veterinary medicine,
biomechanics and otorhinolaryngology. Since 2012,
Kesatria has generated 124 leads which will contribute
RM2 million in estimated economic impact. As of 2017,
MyCEB has appointed a total of 47 Kesatria.

RM68.2
6 10 million
Estimated Economic
New Kesatria Leads
in 2017 in 2017 Impact

Business Events stimulate trade,

investment and export
opportunities for Malaysia
24 Conventions Sales
25
The Convention Sales team is tasked to carry out bid
B u s i n e s s E v e n t s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
Business Development strategy and consultation to facilitate bids. In securing
international conventions, efforts such as attending
The team is dedicated to grow Malaysia's global international tradeshows, facilitating site inspections and
portfolio and continuously studies, verifies and recommendations on Malaysia’s products, facilities and
prioritises potential business event leads to be pursued. services were executed.

2017 Bids Won

2017 Business Events Leads

244 192,595 RM2.36 46 38,821 26,691 113,309 RM386.1

million
billion
Bids Won Estimated Estimated Estimated Estimated
New Business Estimated Number Estimated Economic Number of Number of Number of Economic
Events Leads of Delegates Impact Delegates International International Impact
Delegates Delegate Days
26 27
Corporate
Meetings & Incentives

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
B u s i n e s s E v e n t s | 2 01 7 A n n u a l R e p o rt

The team relentlessly carves strategic efforts to secure Malaysia Twin Deal XP
regional and international corporate meetings and
incentive travel groups. The campaign, which is a continuation from the Malaysia
Twin Deal X, comprised of two programmes, offering
It focuses on creative event itinerary, destination value-added support and rewards to both the corporate
experiential familiarisation programmes and promotions clients and meeting and incentive planners.
on Malaysia's products and services.

2017 Malaysia Twin Deal XP Secured Events

2017 Events Won

56 21,162 RM212
103 55,054 55,048 263,634 RM552.7 million
million Groups Estimated Number Estimated Economic
Events Won Estimated Estimated Estimated Estimated of Participants Impact
Number of Number of Number of Economic
Participants International International Impact
Participants Delegate Days

Malaysia Like Never Before

The ever popular “Malaysia Like Never Before” campaign

was first launched in 2015, and was carried through to
2016 and 2017 to drive international incentive groups
to Malaysia. The campaign presents individual unique
incentive activities and attractions in five main destinations
namely, Langkawi, Georgetown, Kuala Lumpur, Kota
Kinabalu, and Kuching.

The campaign is supported by a dedicated microsite,

www.likeneverbefore.my, and is promoted mainly through
digital marketing as well as face-to-face engagements.
28 Exhibitions Event 29
Support
B u s i n e s s E v e n t s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
The Exhibitions unit focuses on bidding, securing and
supporting local and international trade exhibitions
in Malaysia. The team also assists homegrown trade
The Business Events Support Programme aims to
organisers to grow their exhibition potentials by
amplify the success of events held in Malaysia in
increasing the number of international trade exhibitors
the areas of number of delegates, length of stay and
and buyers.
visitor spending. A wide range of support services
involving event planning, event marketing, delegate
2017 Events Won boosting and on-site provisions such as promotional
brochures, souvenirs, city tours and cultural showcases
were offered. The support provided was aligned to the
economic value of an event and is made available to
regional and international business events.

Total number of events supported in 2017

Estimated No.
2 7,562 1,466 4,398 RM15.2 Event Type No. of Events of International
Estimated No. of
Delegates
Estimated Economic
Impact
million Delegates
Events Won Estimated Estimated Estimated Estimated
Number of Number of Number of Economic Corporate &
192 51,101 51,112 RM518 million
Visitors International International Impact Incentive
Visitors Delegate Days
Convention 68 23,420 38,009 RM353 million

Exhibition 27 46,007 275,022 RM542 million

Total 287 120,528 364,143 RM1.413 billion

 31
Business
Development

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
The unit’s key objective is to secure international sports, It is responsible in managing these processes with the
arts, lifestyle and entertainment events to be held in aim to meet performance targets in accordance with
Malaysia, which is achieved by sourcing and generating MyCEB’s goals and objectives.
sales leads, assessing international events to determine
the economic value and bid potential, among others.

Total Bids Won

15 29,742 RM163.9
million

Events Won International Total Estimated

Attendees Tourist Expenditure

2017 Bids Won - Sports

6 7,914 RM45.8
million

Events Won International Total Estimated

Attendees Tourist Expenditure

2017 Bids Won - Arts, Lifestyle & Entertainment

Business and Major Events

elevate Malaysia’s profile
globally

9 21,828 RM118.1
million

Events Won International Total Estimated

Attendees Tourist Expenditure
32 Home-grown & Event Support 33

Home-Hosted & Partnership

M a j o r E v e n t s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
The unit identifies, qualifies, and prioritises home-grown and The Event Support unit provides a comprehensive range The Event Partnership unit offers assistance to organisers
home-hosted events to support. of services while maximising the success of major events in implementing their regional advertising and promotion
held in Malaysia. (A&P) plan. The unit will then monitor and verify the
Total Home-grown and Home-hosted regional A&P efforts undertaken by the organisers, as
Starting with proposal of benefits, this unit also prepares well as help to amplify event promotion with partners
relevant documents, consults and facilitates organisers, under their Marketing Partnership Programme through
manages protocol aspects, produces internal report their respective marketing and promotion platforms.
matters and coordinates event rundown with organisers.
This unit ensures that Malaysia Major Events’ brand Organisers will then provide, to the satisfaction of
presence is always visible. Malaysia Major Events, a complete final report for
Research unit to ascertain the total tourist expenditure, as
well as to evaluate the final number of total attendees.
Total Events Secured & Supported
23 30,166 RM127.8
million

Events International Total Estimated

Supported Attendees Tourist Expenditure

Home-grown and Home-hosted - Sports

38 282,389 59,908 RM291.7
million

Events Secured Total International Total Estimated

& Supported Attendees Attendees Tourist Expenditure

10 13,713 RM54.8
million

Events International Total Estimated

Supported Attendees Tourist Expenditure

Home-grown and Home-hosted - Arts, Lifestyle & Entertainment

13 16,453 RM73.0
million

Events International Total Estimated

Supported Attendees Tourist Expenditure
34 MME 35
2017 Events Secured & Supported - Sports

Symposium
M a j o r E v e n t s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
The MME Symposium was specially designed to gather the local government bodies,
organisers, event venue, management company, service suppliers and event marketing
companies. With the theme “We Make it Happen”, the event was held at Kuala Lumpur
16 99,948 RM100.7 Convention Centre and featured regional and local speakers covering topics on trends
of music and sport cities, e-sports, and body language. The highlight of the event
million
was the Safety Workshop which focused on the safety and security aspect of events,
Events Secured Total Total Estimated and how event organisers can work with local authorities to ensure safety of event
& Supported Attendees Tourist Expenditure
attendees and guests. The event recorded a total attendance of 172 participants.

2017 Events Secured & Supported - Arts, Lifestyle & Entertainment

22 182,441 RM191.0
million

Events Secured Total Total Estimated

& Supported Attendees Tourist Expenditure
 Brand 37
Marketing

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
The Brand Marketing unit communicates Malaysia’s
business and major event brands focusing on print and
digital advertising, creative and design productions,
sponsorships, development of communication materials,
promotional items and image library. Key projects
completed in 2017 were:

Branding

• Endorsed usage of corporate logo for corporate and

supported events.
• Malaysia-Business Events tradeshow booth - Sales Promotional Material
brand visual design and promotional material
preparations. • Business events China Roadshow - Chengdu,
Beijing, Guangzhou and Shanghai.
Advertising • UFI Congress, Johannesburg – Exhibition Sales
PowerPoint deck and information kit.
• Business events print and digital advertisements and • UIA Associations Roundtable, Chiang Mai and
advertorials in trade publications: Brussels - Delegate boosting postcards, gifts and
- Asia Pacific: 7; Europe: 5; North America: 2 promotional materials and digital branding.
• Pre and post Malaysia Business Events Week and
rAWr Awards advertisements and advertorials – Event Promotional Material
Local newspapers: 3
• Major events print advertisements in Sports industry • Malaysia Business Events Week, rAWr Awards,
publications – Europe: 2 MME Symposium and MyNext.
• Business Events digital directories: 2 • SportAccord Convention and International Live
• Google display network - Geo-target: Australia, Music Conference.
Europe and America. • MyCEB national roadshows – Kuantan and Ipoh.
• Ed Sheeran Live Concert and Taeyang World Tour on-
Promotional Campaign site brand visuals.

Malaysia like Never before (MLNB) campaign and Corporate, Sales & Marketing Publication Production
Malaysia Twin Deal XP (MTD XP) promotional material
developments, provision and activities for business • Destination Malaysia mini guide, collaboration with
events tradeshows. C&IT (UK) Magazine.
• Exhibition sales services brochure and destination
Sponsorships presentation template.
• World Scout Conference 2020 Executive Summary -
• AIME, Melbourne - Tradeshow delegate bags bid support.
• PCO Association - Charge Bar branding and • Kesatria Programme brochure design revamp.
programme handbook advert. • Case Study template.
Business and Major Events • AFECA Asia MICE Challenge - Programme book, • Quarterly Malaysia Major Events Calendars.
contribute to community and delegate bag inserts and MyCEB logo display. • Quarterly e-newsletters - Exhibition E-Zine and
social development • SportAccord Conference - Promotional materials, Associations news.
brand visual and advertisements. • Malaysian Society of Association Executives (MSAE)
• International Live Music Conference - Promotional brochure.
materials, brand visual and advertisements.
Corporate Publication Production

• MyCEB Annual Report 2016 and IPP Co-operative

Industry Prospectus-Calendar 2018.
38 39
Industry &
Product Development
M a r k e t i n g C o m m u n i c a t i o n s | 2 01 7 A n n u a l R e p o rt

| M a l a y s i a C o nv e n t i o n & E x h i b i t i o n B u r e a u
MyCEB, through its Industry Partner Programme (IPP), is Events
poised to position Malaysia as one of the world’s leading
international business and major events destination. MME Symposium, 30 November 2017
Co-operative sales and marketing activities, professional
development, business-to-business networking, market The MME Symposium was specially designed to gather
intelligence, and product profiles in MyCEB’s online and the local government bodies, organisers, event venue,
print publications are some of the activities spearheaded management company, service suppliers and event
by the Industry & Product development team. marketing companies. With the theme “We Make it
Happen”, the event was held at Kuala Lumpur Convention
As at 31 December 2017, MyCEB has signed up 369 IPP Centre and featured regional and local speakers covering
members, with a majority coming from accommodations topics on trends of music and sport cities, e-sports, and
and venues, followed by event management companies, body language. The highlight of the event was the Safety
touring and leisure agents and event product/services Workshop which focused on the safety and security
providers. aspect of events, and how event organisers can work
with local authorities to ensure safety of event attendees
and guests. The event recorded a total attendance of 172
participants.

162
Accommodations
/ Venues Malaysia Business Events Week, 11 - 13 September 2017 rAWr Awards, 9 November 2017
The biennial rAWr Awards, which is an acronym for
26 In its third edition and with the theme “Our Future by
Design: Accelerating Transformation”, the event aims Recognising Award Winning Results, is a collaboration
to provide a platform for the business events industry between Malaysia Convention & Exhibition Bureau
Tour & to learn, network, debate issues, develop business (MyCEB), and the Malaysian Association of Convention
Leisure
opportunities, exchange ideas and innovate. Participants and Exhibition Organisers and Suppliers (MACEOS).
were presented with various topics by international The prestigious award recognises excellence,
109 and local speakers which addresses the broad range of
professions and disciplines within the business events
leadership, professional standards, innovation and best
practices within the Meetings, Incentives, Conventions
Event industry. This year the event was attended by and Exhibitions (MICE) or business events industry.
Management 177 participants. Held at Sunway Putra Hotel Kuala Lumpur, the rAWr
Company Awards was graced by the Deputy Secretary General
Event Design Workshop, 11 - 12 July 2017 (Tourism), Ministry of Tourism and Culture Malaysia,
73 Ms. Nor Yahati binti Awang. This event is to honour
ICCA Malaysia Bid Workshop, 3 - 4 October 2017 The objective of this programme is to provide and celebrate business events industry partners who
Event Product participants with an event design tool and process to demonstrated excellence dedication and extraordinary
Service Providers & The aim of the workshop was to provide a platform to articulate how their event creates value strategically
Transportation leadership which contributed to the growth and
industry partners (state bureau, PCOs, and convention or just approach events in a different way. The two-day development of the industry. More than 50 entries
centre) as well as MyCEB staff to further develop workshop uses the Event Simulator Facilitation kit and were submitted by industry players. The rAWr Awards
6 the bidding skill through the sharing session from is for change-makers who require hands-on approach consists of five main components of the industry
international industry players. Participation in the to understanding, designing, delivering effective – Venues & Events, Conventions, Incentive Travel,
Convention Bureau & workshop with the industry partners will contribute to conferences and events that create real value using Exhibitions and Special Awards.
Tourism Organisation better understanding of the importance of collaboration the Event Model Canvas. At the end of the workshop
among local industry players. A total of 12 participants each participant was presented with a Level 2 Mastery
attended this workshop. of the Event Design Certificate. This elevates the level
of professionalism among partners to optimise event
success. A total of 18 participants attended the event.
40 PR &
Communications
M a r k e t i n g C o m m u n i c a t i o n s | 2 01 7 A n n u a l R e p o rt

and Digital

The unit spearheads MyCEB’s public relations and Key activities/events under the PR & Communications
communications activities by working closely with and Digital unit in 2017 were:
national, regional, and international media publications
to highlight Malaysia’s ever-growing appeal as the Media Engagement
preferred destination for business and major events,
regionally and internationally. The unit also activates • Press Conference: rAWr Awards 2017, Malaysia
MyCEB’s online efforts to ensure its continuous Business Events Week, WorldChefs Congress 2018,
and strategic presence, digitally and socially. China Roadshow, Raaja The One Man Show, MME
Symposium, FIVB Beach Volleyball World Tour 2017
In 2017, MyCEB was prominently featured in the news • Media FAM Trip: Boardroom Magazine –
with media coverage for events ranging from Malaysia Kuala Lumpur
Business Events Week 2017 and rAWr Awards 2017, to
MME Symposium 2017 and Ironman Langkawi 2017. All Digital
these initiatives have enabled MyCEB to generate a total
of RM311 million in PR value. • Website: Revamp of MyCEB, MBEW and MyNext
websites
• Social Media: Facebook, Instagram, Twitter, LinkedIn
and YouTube engagements

Market
Research
The unit collates and analyses industry data to determine
business tourism’s economic impact value and its
impacts to Malaysia’s development. The data also sets I have every confidence
a base for planning and development of sales and
marketing’s mission and strategies. The unit is also that MyCEB will continue to
the custodian of a customised Customer Relationship
Management (CRM) system that supports MyCEB’s progress rapidly and achieve
requirements for data mining and analysis.
its goals in the years to come.
To support the development of business events industry,
MyCEB offers financial assistance through the Education
DATUK WIRA AB.
Research Grant which is open to all Masters and PhD
GHAFFAR BIN A. TAMBI
candidates, PhD graduates as well as academicians
Chairman
in public and private universities in Malaysia. The aim
Malaysia Convention
and objective of the grant is to stimulate and encourage The 2017 Future Leaders Day, a notable event in
& Exhibition Bureau
high calibre students and academicians to publish collaboration with Business Events Academic Council
dissertations, thesis and academic journals to present (BEAC), ICCA Malaysia members, ICCA Asia Pacific and
new research findings particularly on Malaysia’s business MACEOS which was conducted in conjunction with
events industry. To date, MyCEB has provided support Business Event Week 2017 held in One World Hotel,
to six recipients. Petaling Jaya in August.
 Malaysia Convention & Exhibition Bureau
Malaysia Convention &
Exhibition Bureau (868264-K)
Level 20, Menara 2
Menara Kembar Bank Rakyat
No. 33, Jalan Rakyat
50470 Kuala Lumpur
Malaysia

T +603 2264 3000

F +603 2276 4092
info@myceb.com.my
www.myceb.com.my
Annual Report 2017