The Malaysia Convention and Exhibition Bureau (MyCEB) has launched a specialist unit that focuses primarily on identifying and supporting international event bids including sports, ‘art and culture’ and lifestyle events.
Known as the International Events Unit (IEU), the unit is in line with the prime minister’s Economic Transformation Program, which has earmarked business tourism and international events as key segments aiding the nation’s economic growth by attracting international visitors.
The new unit is expected to contribute RMB427 million in gross national income and provide 8,036 job opportunities to Malaysia by year 2020.
“Besides identifying and supporting bids for international events with high economic value to Malaysia, the IEU is also responsible for assisting homegrown and hosted events to maximise the potential for international publicity and attendances through strategic alliances," said Zulkefli Hj Sharif, chief executive MyCEB. "This includes identifying and supporting ‘cluster’ events designed to strengthen the global appeal of existing major events."
A specific set of criteria will evaluate proposed events on their direct and indirect economic value and the level of support they require in order to maximise their overall economic value.
The criteria include the number of international participants, length of stay, publicity value plus other qualitative factors including opportunities to package and promote extended stays plus benefits for the business and local community.
Zulkefli added: “The IEU will collaborate with various private and government entities including the Ministry of Tourism, Ministry of Youth and Sports and Ministry of Culture, Arts and Heritage to attract and develop international events. The government’s commitment to the business tourism industry has significantly improved our position in a highly-competitive market. The opening of the IEU is a positive step towards achieving another key milestone for the country.”
MyCEB - through IEU - will assist local event organisers to bid for and secure major events for Malaysia. The IEU also wants to hire event specialists in sports, art, culture and lifestyle business development positions who have experience in event management, marketing and sponsorship.
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