YB Dato’ Sri Hajah Nancy Shukri, the Minister of Tourism, Arts and Culture (MOTAC) Malaysia said “It is important that we embrace the role as a driver of change. MyCEB as an agency under the purview of MOTAC has done a tremendous job by being proactive in addressing concerns when they arise and remain conscious of the needs and expectations of the industry. The majority of the strategy will be driven by the industry players; however, there is a clear role for government in facilitating growth of Malaysia’s business and international sporting events industry.”
“In charting out a better future for the next decade, the SMP aspires to deliver transformative outcome by constituting 3% of the travel and tourism industry and create an estimated 25,833 total employment by 2030,” she added.
“In line with Ministry of Tourism, Arts and Culture’s Strategic Plan 2021 – 2025 and National Tourism Policy (NTP) 2020 – 2030, the SMP places significant emphasis on integrated approach towards business 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. Their willingness to work together in developing this strategy is a testament to their commitment to the growth and development of Malaysia business and international sporting events industry,” said YBhg. Dato' Dr. Noor Zari bin Hamat, Secretary General of Ministry of Tourism, Arts and Culture (MOTAC) Malaysia.
The Chief Executive Officer of MyCEB, Dato’ Sri Abdul Khani Daud shared on how the development of the SMP anchors the BE industry for the decade to come.
“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 event in Malaysia that can boost Malaysia’s BE industry to re-emerge stronger than before in the coming decade.”
Suffice to say, achieving global competitiveness over the next decade is a critical endeavour in achieving the national mission. Such pursuit of competitiveness must involve developing the necessary strength and resilience, as well as the capacity to rise above the challenges. The Malaysia’s Business Events Strategic Marketing Plan 2021 – 2030 will create a pathway for industry players and stakeholders to position Malaysia as one of the world’s preferred business and international sporting events destinations.
