The Malaysia Convention and Exhibition Bureau (MyCEB) hasannounced a new ambassador program. Its newly launched “Kesatria 1Malaysia” aims to help develop its business tourism industry as a one of Malaysia’s key economic growth sectors. The programme is modelled on similar ambassador programmes that have been successful internationally where leaders of key industry areas that have in the past hosted international events, assist in identifying and encouraging other potential local hosts to bid for and stage international conventions. The programme launch was officiated by the Minister of Tourism along with industry stakeholders, partners and the media. The role of the ambassadours is to assist MyCEB in positioning Malaysia as the world’s premier business events destination.
It is though that if each ambassador encourages two local hosts each year to agree to organise a business event in Malaysia over the two year appointment, where each event attracted about 1,000 delegates, Malaysia will be able to secure 60 business events and conferences by the end of 2013 which would contribute an estimated US$212m) in economic impact.
The Kesatria ambassador’s role is to promote the benefits of hosting international conventions in Malaysia to their industry peers in the associations market. The industry champions come from various key economic sectors identified in the ETP such as science and medical, oil and gas, IT and electronic, research and innovations, and also experts from the field of accountancy, audit and public speaking.
Speaking at the program launch, the CEO of MyCEB, En. Zulkefli Hj Sharif, said: “The most significant aspect of this initiative is to get the attention of the global decision makers and to convince them of our capabilities to host international conferences in this competitive global association market.” Formed in 2009, MyCEB has been committed to fulfilling its role to strengthen Malaysia’s brand and position for the international meetings, incentives, conventions and exhibitions (MICE) market.
The estimated spending of a business tourism visitor is three times the spending of an average visitor. Business tourism industry is expected to contribute RM3.9bn in incremental Gross National Income (GNI) and 16,700 additional jobs for Malaysians by year 2020.