MyCEB is taking steps to empower local associations with management know-how, especially in bidding for and organising global meetings
The Malaysia Convention & Exhibitions Bureau (MyCEB) has taken steps to raise the profile of local associations in Malaysia, which will in turn empower them to bid successfully for global association meetings to be held in the country.
One critical, albeit new, initiative is to get local associations to work together and form a society themselves to look into and tackle common interests and challenges. Currently under MyCEB’s facilitation, a pro-tem committee has been established for the society which will go by a working name, Malaysia Society of Associations Excellence (MSAE).
Eventually the society will be registered under the Registrar of Societies Malaysia.
Ho Yoke Ping, general manager for business events at MyCEB, hopes this will be done this year.
Commenting on the move, Ho said: “It is a timely development for Malaysia as it doesn’t have a body that looks into the interest of associations and is a voice for the industry. We want to see associations grow in strength and stature. We want more association leaders to take up positions in their regional and international bodies so they can influence their committees to organise future regional and international meetings in Malaysia.”
And for associations that want to court regional and international meetings to the country, MyCEB will help them with their bid document and provide other support that the local host may require.
However, MyCEB intends to limit its assistance to MSAE and its initiatives.
“We will provide the initial support necessary to see it off the ground, but ultimately we want the (society) itself to work independently and develop the local associations in Malaysia,” said Ho.
The creation of MSAE is welcomed by International Congress and Convention Association’s (ICCA) regional director for Asia Pacific, Noor Ahmad Hamid, who said: “Malaysia’s initiative is in line with ICCA’s strategic direction which is to work closely with association executives in Asia-Pacific to develop professionalism in association management and continued education. The establishment of such a national umbrella body will eventually position the destination favourably in their effort to bid for more international association meetings in the future.”
Local association representatives and conference organisers are enthusiastic too, and some have come forth with suggestions on how the society can help its members.
Lulie Melling, treasurer of the Malaysian Peat Society and congress general of the 5th International Peat Congress 2016 which will be held in Kuching this August, told TTGassociations: “Local associations need coaching on how to run an association successfully, how to run an event and how to raise sponsorship. These are some areas that MSAE can look into.”
Gracie Geikie, director, principle consultant of Planet Borneo Group of Companies, said: “(It is good) to create a platform for education and skills training. Most (associations) are comprised of voluntary contributing members, and these individuals may not have the correct or appropriate skills to execute a successful conference or event.”
She pointed out that associations typically lack an “understanding that there is a set framework in planning and executing a major event or conference”.
“A very good initiative, in my opinion, is to (make an inventory of) the skills and expertise of the various (association members) and (have them) share this knowledge with other members in areas such as finance or financial planning, project management, public speaking, event planning, bid preparation and sponsorship acquisition,” she said.
The creation of a national society for associations is not a new concept.
The Philippine Council of Associations and Association Executives (PCAAE) was established on November 20, 2013, and its president and CEO, Octavio Peralta, is eager to share with MSAE its “birthing joys and pains” in setting up the society.
Sharing a similar objective with MSAE, PCAAE’s aim is to make associations in the Philippines sustainable by professionalising their governance and management. It is also PCAAE’s aim to help boost the country’s tourism by encouraging associations to bring international meetings into the Philippines.
Peralta said: “We can also together mount a joint conference, information and mission exchange as well as knowledge and best practice sharing. There could be other synergistic opportunities we can explore.”
Supplementing the establishment of MSAE is an ongoing and successful ambassador programme by MyCEB. Launched in 2012, the Kesatria 1Malaysia ambassador programme recognises the efforts and contributions of association leaders and their respective institutions that choose to bid for and host major international conventions and business events in Malaysia.
Since 2012, Kesatria 1Malaysia has generated 85 international convention leads, which are set to deliver an estimated economic impact of RM1.6 billion (US$411.2 million) and attract more than 150,000 delegates to Malaysia.
Major wins by Kesatria 1Malaysia last year included Human Genome Meeting 2015 and International Harm Reduction Conference 2015 in Kuala Lumpur, and Asia and Oceanic Congress of Obstetrics & Gynaecology 2015 in Kuching.
Association events secured by the ambassadors taking place this year include Meeting of ASEAN Federation of Surgery Meeting 2016 and Pan Pacific and South-east Asia Women’s Association International Conference 2016.
“The collective strength, talent and resources of MyCEB and the ambassadors are one of our strategic moves to expand the business events industry, and create a lasting legacy for both current and future industry and thought leaders in Malaysia,” said Zulkefli Sharif, CEO of MyCEB.
Malaysia aims to be among the top five in the International Congress and Convention Association’s (ICCA) ranking of Asia-Pacific countries by 2020. It ranked 35th in the world in 2015.
According to figures from MyCEB, international business tourism growth for Malaysia has exponentially increased by approximately 149 per cent since 2003.
To support the development of local associations, MyCEB will continue with its Malaysia Association neXt Conference, launched in 2015 for Malaysia’s association industry players to learn, exchange ideas and network.
The conference serves to create a platform for all associations to converge, communicate and debate issues that impact on the future growth and sustainability of the association industry.
Ho said: “We will also provide international engagement support which is a one-off package designed to help national associations strengthen their engagement and profile with their international counterpart.
