MyCEB launches MyTripleE support programme at MBEW

The Malaysia Convention & Exhibition Bureau (MyCEB) has launched MyTripleE programme, a new support programme under its Meet in Malaysia campaign to attract regional and international business events to Malaysia, as well as boost the domestic business events sector in line with its Business Events Strategic Marketing Plan 2021 – 2030.

The support programme’s three components, Excel, Elevate, and Enliven, provide financial and non-financial support to enhance the execution of business events and cater to various target market segments that include conventions, exhibitions, corporate meetings and incentives.

From left: MyCEB’s Zain Azrai Rashid; Malaysia’s deputy secretary general (tourism) Zamri Mat Zain; MyCEB’s Saraya Arbi

Support for corporate meetings and incentive travel groups are based on the event size, duration and number of international participants with a maximum support value of RM2,500 (US$538) for event sizes of less than 50 people, to RM47,500 for event sizes ranging from 251 to 500 people.

Exhibition organisers who qualify are entitled to support for partial sponsorship of hall rental, hosted buyers and speakers, on-site support as well as legacy and sustainability activities.

This support programme was launched during the Malaysia Business Events Week (MBEW) and it will run up to end-2024.

MyCEB’s interim chairman, Saraya Arbi, shared in her opening remarks during MBEW: “MyTripleE programme is based on a three-pronged strategy designed to cover three identified target market segments. It covers international market development as part of our ongoing portfolio and further encourages the expansion of local events and meetings to foster the spirit of unity and harmony amongst Malaysians. Additionally, MyTripleE also targets to emphasise cultural elements and to serve as an enhancement of governmental Business Events.”

She also revealed that for the first eight months of 2023, MyCEB and its partners had won 215 business events scheduled to be held from this year up to 2030. These events are expected to attract some 772,378 delegates and are projected to generate around RM3.6 billion.