by Kevin Chong
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Moving into the new decade (the 2020s), the Malaysia Convention & Exhibition Bureau (MyCEB) launched the Malaysia Business Events Strategic Marketing Plan 2021 – 2030 earlier this April, where YB Dato’ Sri Hajah Nancy Shukri, Minister of Tourism, Arts and Culture (MOTAC) Malaysia, officiated the launch event. 

It showcases MyCEB’s strategic marketing plan for Malaysia’s business events (BE) industry that is anchored upon three main pillars – optimization, foresight, and competitiveness. The Strategic Marketing Plan (SMP) critically evaluates past strengths and weaknesses by processing internal data to formulate strategies as well as action plans to create a sustainable marketing approach, driven by the continuous adaptation towards digitalization and innovation. 

YBhg. Dato’ Dr. Noor Zari bin Hamat, Secretary General of Ministry of Tourism, Arts and Culture (MOTAC) Malaysia, said, “In line with the Ministry of Tourism, Arts and Culture’s Strategic Plan 2021 – 2025 and National Tourism Policy (NTP) 2020 – 2030, the SMP places significant emphasis on an integrated approach towards businesses and international sporting events industry. The SMP is the result of lengthy consultation with industry partners and stakeholders, with the ideas and vision brought together by Malaysia Convention & Exhibition Bureau.” 

Chief Executive Officer of MyCEB, Dato’ Sri Abdul Khani Daud, said, “Malaysia has remained steadfast in the wake of a pandemic outbreak in 2020, which was also supposed to be the Visit Malaysia 2020 year. Entering the new decade, MyCEB is determined to uplift Malaysia’s BE industry by reinvigorating it both substantively and strategically. This SMP creates a pathway for business and international sporting events in Malaysia that can boost Malaysia’s BE industry to re-emerge stronger than before in the coming decade.”

Gaining the upper hand in global competitiveness over the next decade is a critical in achieving the national mission. The Malaysia’s Business Events Strategic Marketing Plan 2021 – 2030 paves the pathway for industry players and stakeholders to position Malaysia as the internationally preferred business and international sporting events destination. 

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