51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12

Session sponsored by:

TE104: Models for structuring city convention bureau & other destination marketing organisations

Tuesday, 23rd October 2012

International Congress and Convention Association.

Twitter: #ICCA12

Presented by:Ho Yoke PingGeneral Manager Sales & Marketing

Malaysia Convention & Exhibition Bureau (MyCEB)

International Congress and Convention Association.

Twitter: #ICCA12

Malaysia Events Strategy

Achieve developed nation status by 2020Business & Major Events recognised as high yield and high profile market segmentsBusiness Events: RM3.9 billion incremental GNI and provide 16,700 jobsMajor Events: RM0.4 billion incremental GNI providing 8,000 jobs

International Congress and Convention Association.

Twitter: #ICCA12

MyCEB

Not for profit company limited by guarantee

Established 2009 under Ministry of Tourism

International Events Unit established in January 2011

Conduit between government and industry

Focus on high yield international business events

sector currently worth RM17 billion to Malaysian economy.

4

International Congress and Convention Association.

Twitter: #ICCA12

Measurement Tools

Percentage of business tourism arrivals

Value of Business Secured: no. events, delegates, delegate days, visitor expenditure, economic impact

Value of Assisted Business

Business conversion rates

Client and stakeholder satisfaction

Benchmarking : ICCA, UIA, UFI, DMAI

Delegate Surveys: expenditure, satisfaction, profile, length of stay

5

International Congress and Convention Association.

Twitter: #ICCA12

Our KPIs

Business Events (meetings, conventions, incentives, exhibitions)

Increase international business tourists from 5% to 8% of total number of tourists (from 1.2m to 2.9m) by 2020

International Events (sports, arts, culture and lifestyle events)

210,000 spectators by 2020 70,000 overseas spectators by 20203 international events per annum by 2020

6

International Congress and Convention Association.

Twitter: #ICCA12

MyCEB Structure

Board

CEO

Corporate Business Events

Employees (45)Industry Partners (200)

Business Development Event Marketing Event Support

Meetings, Conventions, Incentives, Exhibitions

International Events Sports, Arts

Culture, Lifestyle

Business Development Sales (bids) Event Support

Government & Industry Relations Industry Services Marketing Services Media Relations Finance & Admin

Government Industry

7

Ministry of Tourism

Prime Ministers Office [Pemandu]

International Congress and Convention Association.

Twitter: #ICCA12

Vision, Mission & Goals

International Congress and Convention Association.

Twitter: #ICCA12

Vision, Mission & Goals

To maximise yield from Business EventsOnce Malaysia has secured events we want to

MAXIMISE …

– Delegate attendance

– Length of stay

– Local expenditure

– International profile & publicity

– B2B opportunities (promotion of local innovation & expertise)

– Legacy (ongoing benefits)

– Dispersal of business across Malaysia

International Congress and Convention Association.

Twitter: #ICCA12

Roles & Functions

International Congress and Convention Association.

Twitter: #ICCA12

Roles & Functions

International Congress and Convention Association.

Twitter: #ICCA12

Roles & Functions

International Congress and Convention Association.

Twitter: #ICCA12

Subvention

Provision of financial & non financial support to attract international business & major events that generate high ROI for Malaysia.

Home grown events with potential to attract international attendees and publicity

Based on economic assessment: direct and indirect benefits

Subject to MOU outlining mutual obligations, conditions of support and support schedule

MOU

•Performance

outcomes

• Mutual

obligations

•Support

Schedule

International Congress and Convention Association.

Twitter: #ICCA12

Industry Partner Progamme

To foster industry support and collaboration in the promotion of Malaysia as a business events destination internationally

Over 200 Industry Partners

Membership fees to be introduced

Cooperative Sales and Marketing Opportunities Trade shows, roadshows Marketing collaterals Media programme Online sales leads / RFPs / referrals

International Congress and Convention Association.

Twitter: #ICCA12

International Events

International Congress and Convention Association.

Twitter: #ICCA12

Malaysia’s Events Strategy

16

PROS CONS

Business & major events specialists & focus Dependence on government support

Direct link to Government Economic Growth Strategy

Some overlap of roles between National and State

Semi autonomous > able to use private sector models

Focus on medium to long term business development

Common skill set between Business Events and International Events – shared resources

National body (unbiased) – client centric, national continuity

Conduit btw Government & Industry

Direct report/access to senior Minister

51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12

Session sponsored by:

Thank you!