JMIC Value of Meetings Case Study Series Page 1 THE SUSTAINABILITY OF THE BUSINESS EVENTS INDUSTRY IN MALAYSIA: LEVERAGING INTER-ORGANISATIONAL COLLABORATION FOR THE 55TH ICCA CONGRESS Manisa Mohamed Nor, Market Research Manager, Malaysia Convention & Exhibition Bureau (MyCEB), [email protected]Abstract Event 55th ICCA Congress Dates 13 – 16 November 2016 Venue Borneo Convention Centre Kuching Number of participants 834 from 61 countries (88% international delegates) Delegate profile Specialists in organising, transporting, and accommodating international meetings and events Sectors involved Business Events, Meetings This case study examines the development of inter-organizational collaborations which lay the foundation for sustainability of Malaysia’s business events industry. The 55th ICCA Congress held in Kuching in November 2016 was a catalyst for the generation of new collaborations for the future development and sustainability of the nation’s business events industry. The methodology included 19 in-depth interviews with executives and/or managers from 12 Malaysian organizations that were involved in the preparations for the event. The case study offers evidence that suggests the inter- organizational collaborations enhanced government advocacy initiatives, provided education opportunities, supported ecological conservation, intensified community engagement, raised awareness of the industry and the destination, strengthened local committee engagement and propelled second tier cities’ advocacy programs. The 55th ICCA Congress managed to bring together an effective network of event stakeholders to cultivate collaboration and integrate different purposes in a comprehensive strategy which will also incorporate future events. With optimal use of
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JMIC Value of Meetings Case Study Series Page 1
THE SUSTAINABILITY OF THE BUSINESS EVENTS INDUSTRY IN MALAYSIA:
LEVERAGING INTER-ORGANISATIONAL COLLABORATION FOR THE 55TH ICCA
CONGRESS
Manisa Mohamed Nor, Market Research Manager, Malaysia Convention & Exhibition Bureau
- Fundraising opportunities - Extended legacy Bookshare will be adopted by other
future conferences Teachers visiting rural areas to
teach English Conservation efforts for OrangUtan
SCB, Librarians Associations of Malaysia, Sarawak Forestry, UNIMAS
Raise awareness on important issue and destination
- Orangutan conservation - Kuching and Malaysia
- Joint marketing initiatives by ICCA Malaysia members
#RoadtoSarawak,
- Raising awareness of Kuching and Malaysia as business events destination
SCB, ICCA, MyCEB, BCCK, KLCC
JMIC Value of Meetings Case Study Series Page 18
Borneo Orang Utan project Email signature banner Tradeshow panel booth and onsite
activities globally 36 press releases ICCAWorld social media platforms
- Raising awareness of orang utan conservation efforts via the Borneo Orang Utan (BOP) Project
ICCA Malaysia Engagement
- ICCA Malaysia members - MyCEB supported financially, co-sponsored the social events and sent volunteers
- Technical study tours by PICC, PCEB, KLCC and Yayasan Sabah Group
- Yayasan Sabah Group sponsored the social media lounge
- Business exchange and leads generation
- Malaysia’s largest delegation to any ICCA Congress
- Strengthen relationship between all ICCA Malaysia members
- Networking as a catalyst for business leads generation for Malaysia delegates
- Growing local knowledge particularly for Malaysia’s delegates who’s able to meet and network with other global participants
- Leverage on the opportunities to showcase Malaysia as a business events destination
MyCEB, PCEB, KLCC, PICC, Yayasan Sabah Group, SCB, PCEB
Advocacy for second tier cities
- Kuching - Second tier cities
- SCB collaborated with ICCA Asia Pacific and participated in ICCA Bid Workshops
2014, Korea MICE Expo 2015, ICCA-JTA Bid Workshop, Tokyo 2016, ICCA-MeetTaiwan Bid
Workshop
- Knowledge transfer - Share success stories
SCB, ICCA AP
Value added : Tourism and Economic Impact
- Kuching and Sarawak, Malaysia - RM322.186 million to Sarawak in delegate expenditure
- Average spend of EUR800 – 1200 per stay
- Average stay of 5.6 nights - 41% extended stays
- Induced tourism
JMIC Value of Meetings Case Study Series Page 19
4 Conclusion
Growth of the business event sector is part of Malaysia’s strategy to achieve status as a developed
nation by 2020. The findings indicate that the 55th ICCA Congress has made a contribution (see
Table 2) through engaging political leaders as well as the local community to raise awareness of the
needs and potential of the sector, initiating education opportunities for developing talent, enhancing
Malaysia’s marketing activities globally, and contributing to the ecological conservation initiative.
The event did contribute incremental economic impact to the country through the influx of new
money attributed to the spending of international delegates, the incremental benefits adding value
to the future development of the business events industry. The findings have significant implications
for project organisers and association bodies that support development programs to benefit their
society.
So is Malaysia’s business events industry robust and resilient now? No – not yet – but it is edging its
way forward through these goal-driven, collaborative efforts among the key players of the industry.
Networks of trust have now been established among industry stakeholders in Malaysia and beyond,
which has resulted in supportive networks and inter-organisational collaboration. These networks
are key to the sustainability of the industry, along with the provision of adequate education and
training, and social and environmental efforts, which all go hand in hand with event implementation
and project management.
In summary, it is clear that the inter-organizational collaboration leveraged through the 55th ICCA
Congress has managed to bring together different event stakeholders in a network to cultivate
collaboration and integrate different purposes into a comprehensive strategy that bodes well for the
future. This case study has shown that while events alone have a short lifespan, their legacies can be
leveraged far into the future for the benefit of communities, industries and economies.
JMIC Value of Meetings Case Study Series Page 20
Acknowledgements
The author thanks the supporters of this case study:
• Sarawak Convention Bureau
• Borneo Convention Centre Kuching
• Malaysia Convention & Exhibition Bureau
• Penang Convention & Exhibition Bureau
• Sabah Tourism Board
• Yayasan Sabah Group
• Kuala Lumpur Convention Centre
• Putrajaya International Convention Centre
• ICCA Asia Pacific Chapter
• AOS Conventions & Events Sdn Bhd
• My Meeting Partner @ Anderes Fourdy
• Putra World Trade Centre
• ICCA World
JMIC Value of Meetings Case Study Series Page 21
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