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MyCEB spearheads legacy efforts in Southeast Asia to achieve long-term benefits

FRANKFURT, 15 MAY 2018: Malaysia, through its national bureau, Malaysia Convention & 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 longer-lasting 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 Ms. Ho Yoke Ping, General Manager, Business Events, MyCEB.

“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, face-to-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.


For more information, please contact:

Izad Ismail Abdullah

Manager, PR & Communications and Digital

Malaysia Convention & Exhibition Bureau (MyCEB)

T: +603 2264 3058 M: +6019-3149606 

E:  W: #myceb


About MyCEB

MyCEB was established in 2009 by Ministry of Tourism and Culture, Malaysia to further strengthen Malaysia’s business tourism brand and position for the international business events market. A non-profit organisation, MyCEB serves as a central hub to assist meeting and event planners to bid for and stage international business events in Malaysia and act as a conduit for national product development. MyCEB’s goal is to improve its rankings as an international meetings destination within International Congress and Convention Association (ICCA) and to grow business tourism arrivals to Malaysia.

In December 2016, MyCEB mapped out the way forward for Malaysia in business events with the launch of ‘Malaysia’s Business Events Roadmap: Charting Malaysia’s Journey to 2020 and Beyond’. In helping to power Malaysia’s knowledge and creative economy, the business events roadmap will lay the groundwork, set up and manage the platforms for collaboration and support the development of strong local hosts.

Malaysia Major Events, previously known as International Events Unit (IEU) is another division of Malaysia Convention & Exhibition Bureau (MyCEB). It focuses on identifying and supporting major event bids for sports, arts, lifestyle and entertainment events. It also assists home grown and home hosted events as well as other cluster events that strengthen Malaysia’s global appeal as an international avenue for major events.

For more information, please visit and follow us on, Twitter (@MyCEB) and Instagram/MyCEB