Growth Expected for Malaysia's MICE Market
The Malaysia Convention and Exhibition Bureau (MyCEB) is looking to build on the growth recorded from MICE last year and is aiming to grow Malaysia’s business travel arrivals from the current 5% of total arrivals to 8 percent by 2020.
MyCEB reportedly supported 28 convention bids worth US$146 million in 2010. Through MyCEB’s recent campaign, a further 16 events have already been confirmed for this year, with a further 33 in the pipeline. The bureau has also launched a new international events unit along with an industry partnership programme to encourage local associations to bid for hosting rights at international conferences.
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.