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51st ICCA Congress    TE104: Models for structuring city    convention bureau & other    destination marketing organisatio...
Malaysia Convention & ExhibitionBureau (MyCEB)Presented by:Ho Yoke PingGeneral Manager Sales & MarketingInternational Cong...
Malaysia Events Strategy    Achieve developed nation    status by 2020    Business & Major Events    recognised as high yi...
MyCEB    Not for profit company limited by guarantee    Established 2009 under Ministry of Tourism    International Events...
Measurement Tools    Percentage of business tourism arrivals    Value of Business Secured: no. events, delegates,    deleg...
Our KPIsBusiness Events(meetings, conventions, incentives, exhibitions)  Increase international business tourists from 5% ...
MyCEB Structure                                   Ministry of Tourism                                                     ...
Vision, Mission & GoalsInternational Congress and Convention Association.Twitter: #ICCA12
Vision, Mission & Goals    To maximise yield from Business Events    Once Malaysia has secured events we want to    MAXIMI...
Roles & FunctionsInternational Congress and Convention Association.Twitter: #ICCA12
Roles & FunctionsInternational Congress and Convention Association.Twitter: #ICCA12
Roles & FunctionsInternational Congress and Convention Association.Twitter: #ICCA12
Subvention    Provision of financial & non financial    support to attract international    business & major events that g...
Industry Partner Progamme    To foster industry support and    collaboration in the promotion of    Malaysia as a business...
International EventsInternational Congress and Convention Association.Twitter: #ICCA12
Malaysia’s Events Strategy                         PROS                                       CONS    Business & major eve...
51st ICCA Congress    Thank you!International Congress and Convention Association.                                        ...
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Models For Structuring City Convention Bureaux And Other Marketing Organizations (Part 4) #ICCA12 TUESDAY 23/10/2012

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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

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Transcript of "Models For Structuring City Convention Bureaux And Other Marketing Organizations (Part 4) #ICCA12 TUESDAY 23/10/2012"

  1. 1. 51st ICCA Congress TE104: Models for structuring city convention bureau & other destination marketing organisations Tuesday, 23rd October 2012International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12
  2. 2. Malaysia Convention & ExhibitionBureau (MyCEB)Presented by:Ho Yoke PingGeneral Manager Sales & MarketingInternational Congress and Convention Association.Twitter: #ICCA12
  3. 3. Malaysia Events Strategy Achieve developed nation status by 2020 Business & Major Events recognised as high yield and high profile market segments Business Events: RM3.9 billion incremental GNI and provide 16,700 jobs Major Events: RM0.4 billion incremental GNI providing 8,000 jobsInternational Congress and Convention Association.Twitter: #ICCA12
  4. 4. 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.International Congress and Convention Association.Twitter: #ICCA12 4
  5. 5. 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 stayInternational Congress and Convention Association.Twitter: #ICCA12 5
  6. 6. Our KPIsBusiness 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 2020International Events(sports, arts, culture and lifestyle events) 210,000 spectators by 2020 70,000 overseas spectators by 2020 3 international events per annum by 2020International Congress and Convention Association.Twitter: #ICCA12 6
  7. 7. MyCEB Structure Ministry of Tourism  Government Prime Ministers Office Board  Industry [Pemandu] CEO International Events Business Events Corporate Sports, Arts Meetings, Conventions, Culture, Lifestyle Incentives, Exhibitions  Government & Industry Relations  Business Development  Business Development  Industry Services  Event Marketing  Sales (bids)  Marketing Services  Event Support  Event Support  Media Relations Finance & Admin Employees (45) Industry Partners (200) International Congress and Convention Association . Twitter: #ICCA12
  8. 8. Vision, Mission & GoalsInternational Congress and Convention Association.Twitter: #ICCA12
  9. 9. Vision, Mission & Goals To maximise yield from Business Events Once 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 MalaysiaInternational Congress and Convention Association.Twitter: #ICCA12
  10. 10. Roles & FunctionsInternational Congress and Convention Association.Twitter: #ICCA12
  11. 11. Roles & FunctionsInternational Congress and Convention Association.Twitter: #ICCA12
  12. 12. Roles & FunctionsInternational Congress and Convention Association.Twitter: #ICCA12
  13. 13. 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 MOU nce attract international attendees and •Pe rforma es publicity outcom al • Mutu s Based on economic assessment: direct ion obligat and indirect benefits •Suppo rt le Subject to MOU outlining mutual Schedu obligations, conditions of support and support scheduleInternational Congress and Convention Association.Twitter: #ICCA12
  14. 14. 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 / referralsInternational Congress and Convention Association.Twitter: #ICCA12
  15. 15. International EventsInternational Congress and Convention Association.Twitter: #ICCA12
  16. 16. Malaysia’s Events Strategy PROS CONS Business & major events specialists & focus Dependence on government support Direct link to Government Economic Growth Some overlap of roles between National Strategy 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 MinisterInternational Congress and Convention Association.Twitter: #ICCA12 16
  17. 17. 51st ICCA Congress Thank you!International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12
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