Malaysia Expands Global Reach as MyCEB Launches MyTripleE 2.0 at IBTM World 2024 - Press Release

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BARCELONA – 19 NOVEMBER 2024: Malaysia Convention & Exhibition Bureau (MyCEB) returns to IBTM World Barcelona for the 9th consecutive year, accompanied by 8 premier co-exhibitors to showcase Malaysia’s dynamic offerings as Asia’s top destination for business events. This year’s event, taking place at Fira Barcelona Gran Via from 19 – 21 November, provides MyCEB a vital platform to highlight Malaysia’s strengths in industry innovation, sustainability, and the ever-evolving business events sector.

“Our objective is to solidify Malaysia’s reputation as a preferred global destination for business events. IBTM World allows us to share Malaysia’s diverse capabilities with the international community, forge invaluable connections, and generate impactful business leads. We are focused on securing new partnerships, strengthening existing ones, and driving economic growth through this platform,” stated Mr. Noor Azlan, Director – Business Development of MyCEB.

As a gathering point for over 12,000 attendees and 2,650 hosted buyers worldwide, IBTM World presents MyCEB and its partners with invaluable networking and business development opportunities. Malaysia's dedicated pavilion, strategically located, is designed to facilitate one-on-one appointments with top-tier international buyers, furthering the nation’s reach within the global business events arena.

A highlight of MyCEB’s participation this year is the launch of the MyTripleE 2.0 Campaign, presented during the Malaysia Pavilion Ribbon Cutting Ceremony. MyTripleE 2.0 builds upon the successful initial campaign set to conclude this quarter, evolving to redefine Malaysia’s business events sector through three core initiatives: Excel, Elevate, and Enliven. Each initiative caters to both regional and international markets, with MyCEB extending both financial and non-financial support to qualifying applicants. Through MyTripleE 2.0, MyCEB seeks to engage more stakeholders and enhance Malaysia’s competitive edge, empowering the sector’s growth and sustainability in the global business events industry.

Additionally, MyCEB’s agenda at IBTM World includes the Meetings Leadership Network Event on 18 November, featuring MyCEB’s Head of Delegation, Mr. Noor Azlan, and an exclusive Advocacy Policy session to commemorate IBTM’s 20th anniversary. These sessions emphasise MyCEB’s commitment to championing global industry standards and fostering strategic dialogue among peers. This year, MyCEB has also been recognised as part of IBTM’s Loyalty Group for its steadfast support and contributions over the years.

Since its founding in 2011, MyCEB has supported a remarkable 2,419 business events up to 2019, attracting approximately 1.94 million delegates and contributing an estimated RM14.7 billion to the economy. In the period following COVID-19, from 2020 to 2023, MyCEB supported an additional 497 business events, drawing in around 1.2 million delegates and adding an estimated RM4.9 billion in economic impact. These achievements underscore MyCEB’s commitment to advancing Malaysia’s standing in the global business events industry while generating significant economic contributions.

This year, MyCEB is proud to be joined by the following co-exhibitors:

Kuala Lumpur Convention Centre (KLCC)
Malaysia International Trade and Exhibition Centre (MITEC)
Borneo Convention Centre Kuching (BCCK)
Malayan Safaris
Penang Convention & Exhibition Bureau (PCEB)
Mandarin Oriental Kuala Lumpur
Amari Spice Penang
Asian Trails

With Malaysia’s consistent presence at IBTM World, MyCEB, alongside its industry partners, looks forward to strengthening relationships, cultivating new collaborations, and continuing to position Malaysia as a leader in the global business events sector.

PROGRAM SATU PEMIMPIN, SATU KAMPUNG (SANTUNI MADANI)

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