Malaysis to Develop Meetings Industry

Seventeen peoples have been officially appointed from key industry sectors to help develop the meetings industry in Malaysia, identified by the country’s Economic Transformation Programme (ETP) roadmap as an important economic sector.

Called kesatrias (meaning knight or warrior), the chosen individuals, who have previously hosted large-scale international events, will voluntarily assist in identifying and encouraging other potential local hosts to bid for and stage international conventions.

The progamme, developed by the Malaysia Convention and Exhibition Bureau (MyCEB), is known as Kesatria 1Malaysia. It is modelled on the best of similar ambassador programmes operating internationally.

The programme launch was officiated by YB Dato’ Sri Dr Ng Yen Yen, Malaysia’s minister of tourism at JW Mariott Hotel and witnessed by stakeholders, industry leaders and the media.

Acting as the chief patron of the programme, Dato’ Sri Dr Ng Yen Yen said: “The role of the kesatrias is to assist MyCEB in positioning Malaysia as the world’s premiere business events destination. Through their expertise, knowledge, flair and influence, we are confident that we would be able to achieve our goal to grow business tourism arrivals from 5% to 8%, which translates to an increase of RM2.9 million by 2020.

“If each kesatria identifies two local hosts each year that agree to organise a business event in Malaysia in their two year appointment, with each event attracting at least 1,000 delegates, Malaysia will be able to secure 60 business events and conferences by the end of 2013, which would contribute an estimated RM659 million in economic impact.”

Speaking at the launch, MyCEB chief executive En Zulkefli Hj Sharif said: “Kesatria was chosen to be the name of the programme as it befits the hard work, passion, integrity and contribution that our appointed industry captains have given to champion their respective causes on the world business events stage.

"The most significant aspect of this initiative is to get the attention of the global decision makers and to convince them of our capabilities to host international conference in this competitive global association market.”

Statistics have showed that an estimated spending for each business tourism visitor is RM7,418, which is three times the spending of an average visitor. By 2020, the business tourism industry is expected to contribute RM3.9 billion in incremental gross national income and 16,700 additional jobs for Malaysians by year 2020.