For the 9th consecutive year, the Malaysia Convention & Exhibition Bureau (MyCEB) is showcasing the nation’s dynamic offerings at IBTM World Barcelona, one of the premier global events for the business events industry. The exhibition, held from November 19 to 21, 2024, at Fira Barcelona Gran Via, provides a critical platform for MyCEB to highlight Malaysia’s strengths in industry innovation, sustainability, and the evolving business events sector.
Mr. Noor Azlan, Director – Business Development at MyCEB, emphasized the importance of the event in solidifying Malaysia’s position as a preferred destination for international business events. “IBTM World serves as an excellent platform for us to share Malaysia’s diverse capabilities, foster global connections, and generate significant business leads. Our focus is on forming new partnerships, enhancing existing ones, and driving economic growth through this key international event,” he stated.
IBTM World brings together over 12,000 attendees and 2,650 hosted buyers, offering MyCEB and its partners invaluable opportunities for networking and business development. The Malaysia Pavilion, strategically located at the event, is designed to facilitate direct one-on-one meetings with international buyers, further extending the reach of Malaysia’s offerings in the global business events arena.
A highlight of MyCEB’s participation this year is the launch of the MyTripleE 2.0 Campaign, which was introduced during the Malaysia Pavilion’s Ribbon Cutting Ceremony. Building on the success of the original MyTripleE initiative, MyTripleE 2.0 is designed to elevate Malaysia’s business events sector through three core pillars: Excel, Elevate, and Enliven. The campaign offers both financial and non-financial support to qualifying applicants, with a focus on engaging a wider range of stakeholders and enhancing Malaysia’s competitiveness in the global market.
MyCEB’s activities at IBTM World also include hosting the Meetings Leadership Network Event on November 18, with Mr. Noor Azlan representing the delegation, and an exclusive Advocacy Policy session to celebrate IBTM’s 20th anniversary. These sessions highlight MyCEB’s dedication to advancing global industry standards and fostering meaningful dialogue with industry peers. MyCEB was also recognized this year as part of IBTM’s Loyalty Group for its ongoing support and contributions over the years.
Since its establishment in 2011, MyCEB has supported 2,419 business events up to 2019, bringing in approximately 1.94 million delegates and contributing RM14.7 billion to Malaysia’s economy. Post-COVID, from 2020 to 2023, MyCEB facilitated an additional 497 events, attracting 1.2 million delegates and contributing RM4.9 billion to the economy. These results reflect MyCEB’s strong commitment to promoting Malaysia as a leading player in the global business events sector while delivering substantial economic benefits.
This year, MyCEB is accompanied by eight premier co-exhibitors, each contributing to Malaysia’s position as a top business events destination. The participating co-exhibitors are:
1. Kuala Lumpur Convention Centre (KLCC)
2. Malaysia International Trade and Exhibition Centre (MITEC)
3. Borneo Convention Centre Kuching (BCCK)
4. Malayan Safaris
5. Penang Convention & Exhibition Bureau (PCEB)
6. Mandarin Oriental Kuala Lumpur
7. Amari Spice Penang
8. Asian Trails
With a long-standing presence at IBTM World, MyCEB, in collaboration with its partners, aims to strengthen existing relationships, cultivate new partnerships, and continue positioning Malaysia as a leader in the global business events landscape.
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