MyCEB spearheads legacy efforts in Southeast Asia to achieve long-term benefits
FRANKFURT: Malaysia, through its national bureau, Malaysia Convention and Exhibition Bureau (MyCEB), is leading the legacy advocacy efforts in Southeast Asia to encourage more of its local host associations to plan their meetings and conferences with longerlasting impacts in mind.
With a focus on six main pillars, namely knowledge sharing, networking, educational outcomes, fundraising and future research capacity, raising awareness and profiling, and showcasing and destination reputation, MyCEB has rolled out several programmes and initiatives to spur legacy planning among its local associations that will be hosting international conferences this year and beyond.
“MyCEB has commissioned the development of case studies with high-impact legacies to accentuate the importance and the benefits beyond tourism of hosting meetings and conferences in Malaysia to the country,” said MyCEB general manager of business events, Ho Yoke Ping.
“We have identified several high-profile business events like the 25h World Gas Conference 2014, the ICCA World Congress 2016, and the recently held 9th World Urban Forum 2018, as well as upcoming conferences such as the World Chefs Congress and Expo 2018, the IFLA World Library and Information Congress 2018, the World Cancer Congress 2018 and the International Solid Waste Association World Congress 2018.
“We will be disseminating these case studies to all our stakeholders for them to better understand that these events are more than just number of delegates and hotel rooms, but also touch the lives of the professional and local communities in Malaysia.”
“MyCEB also conducted a legacy clinic in March 2018, with the objective to explore and measure the beyond tourism benefits in Malaysia from the perspective of event organisers, employers, delegates, exhibitors and sponsors. A total of 12 associations attended the clinic, which is the first in a series of more clinics in the future.
“During the clinic, we had sharing sessions, group workshop, as well as presentations by the associations. We will monitor their progress and continue to offer advice and consultation from time to time,” Ping added.
Other earlier efforts include the formation of Malaysian Society of Association Executives (MSAE), Malaysia’s very own association for associations, in 2017, as well as the Kesatria programme, which is modelled on the best of similar programmes internationally, also known as the conference ambassador programme.
“We are also pushing our government advocacy efforts by strengthening multi-sectorial and inter-ministerial cooperation with the appointment of one focal point contact from all ministries.
“This is important for us to continue to highlight to the government that the long-term impacts of business events transcend beyond tourism benefits and cover across all ministries.
“Engagement with these ministries and related agencies are achieved through high-level, faceto-face meetings with secretary generals or director generals of the respective ministries,” Ping said.
MyCEB is currently spearheading the Malaysian delegation at IMEX Frankfurt for the eighth consecutive years, and visitors are welcome to visit the Malaysia Pavilion at booth B20.