The Malaysia Convention & Exhibition Bureau (MyCEB) has launched an Industry Partner Program (IPP) - a collaboration with industry to strengthen Malaysia’s competitive position in the global business tourism market.
The IPP will be rolled out in a series of co-operative programs to provide business opportunities for partners and to increase Malaysia’s international business events success rate.
The IPP is open to Malaysia-based business tourism product and service providers including venue and accommodation providers, conference and event management companies, transport operators, tour and leisure companies and industry associations.
Key features of the IPP include: Business opportunities through co-operative sales and marketing platforms under the destination umbrella; access to sales leads and business referrals; professional development opportunities; knowledge, ideas and market intelligence sharing platforms and product development programs.
Business tourism has been identified as one of the Entry Point Projects (EPPs) under the Economic Transformation Program (ETP) and is targeted to contribute significantly to Malaysia's Gross Domestic Product. Business tourism arrivals are estimated to grow from five per cent to eight per cent of overall tourist arrivals, an increase from 1.2 million to 2.9 million by year 2020.
“To achieve these objectives and to secure more business events for the country, we need the collaborative voice of the Malaysian business tourism industry," said Zulkefli Hj Sharif, chief executive, MyCEB.
"It is crucial that we collectively strengthen our knowledge, expertise and quality of service delivery in order to compete effectively globally. Our goal is to provide world’s best practices in service delivery as well as product innovation and development.
“The IPP has been launched to act as a platform to engage with and to encourage co-operation amongst the industry players,” added Zulkefli.
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