To say that Malaysia represents a microcosm of Asia may sound bold, but the statement’s accuracy is undeniable. A buzzing business acumen in Kuala Lumpur and Penang exists side by side dense rainforests and tranquil island resorts, while its population blends Malay, Chinese, Indian, Muslim, Christian and colonial influences alongside hundreds of ethnic groups still preserving a more traditional way of life.
Comprising Peninsular Malaysia, two states on the island of Borneo and a third federal territory, the island of Labuan, the country’s diverse makeup is just one of the draws for groups.
“This is a harmonious country with a mixed-culture background,” says Zulkefli Sharif, CEO of the Malaysia Convention and Exhibition Bureau (MyCEB). Zulkefli emphasizes the country’s value for money as a main attraction, as well as its capital city Kuala Lumpur being listed last year by CNN as the fourth-best shopping city in the world.
Angeline Lue, director of sales and marketing for the Kuala Lumpur Convention Centre, concurs.
“Groups can’t get what you get in Kuala Lumpur anywhere else for the price you get it,” she says.
Despite its charms, Malaysia has remained relatively below the radar for the North American MICE market until recently.
“There was a big shift in North American focus with the establishment of AIBTM and IMEX America,” Lue says.
The results speak for themselves. During 2012, MyCEB secured 26 association meetings to be held in Malaysia over the next five years. The bid wins are expected to bring an estimated $115 million worth of economic impact.
“2012 was a wonderful year for us,” says Peter Brokenshire, general manager of the Kuala Lumpur Convention Centre. “2011 saw 15 percent growth and last year 15 percent growth on 15 percent growth.”
In response, the convention center is set to break ground this June on an extension of nearly 135,000 square feet that will be connected to the existing building, with a completion date set for 2017. PageBreak
“The expansion would more than double our exhibition space,” Brokenshire says. “Eighty percent of our business will outgrow the center in the next four years. We want the ability to grow existing exhibitions and to take on new business.”
Currently, the center is focusing on new initiatives, such as making 2013 the year of the culinary meeting experience. “We’re doing a lot of work around developing new and exciting menu options and creating healthy options,” Brokenshire says.
In preparation for next year, Tourism Malaysia and the Ministry of Tourism are promoting a new initiative, Visit Malaysia Year 2014, with the theme Celebrating 1Malaysia, Truly Asia. The ministry is targeting to receive 28.8 million in foreign tourist arrivals for VMY 2014.
There will be plenty of new accommodation options by then for groups. Hotels are opening at a fast clip, with a number having recently debuted or on the books for this year, such as the Grand Hyatt, Pullman Kuala Lumpur Bangsar, Hilton Garden Inn Hotel and Aloft Kuala Lumpur Sentral. Next year’s name brands include a new St. Regis, W Hotel, The Regent and Movenpick Hotel & Convention Centre KLIA (Kuala Lumpur International Airport).
Also in the works is the new MATRADE Center, to debut in 2015 next to the existing MATRADE Exhibition and Convention Centre in Jalan Duta. It will offer over 1 million square feet of space.
Kuala Lumpur’s attractions include the iconic 88-story Petronas Twin Towers, Berjaya Times Square mall complex and Bukit Bintang shopping district. The city is also in easy reach of the Batu Caves or longer excursions such as Taman Negara National Park and Melaka, whose center is a UNESCO World Heritage Site.
Cultural Assets
In contrast to the urban dazzle of Kuala Lumpur, Penang, dubbed Pearl of the Orient, works its magic as a well-preserved porthole to the past. Its George Town area features samples of colonial-era architecture ranging from Chinese clan houses to shophouses to Indian and Chinese temples. Foodies frequent Gurney Drive, known for its hawker stands and restaurants.
A number of projects on file will enhance Penang’s MICE capabilities, namely the opening of the Penang Waterfront Convention Centre, slated for completion in 2016, according to Yoon Pauline, tourism executive at Penang Global Tourism. Subterranean Penang International Convention & Exhibition Centre (SPICE) is targeted to open in 2015.
Other group facilities include the Straits Quay Convention Centre and Penang International Sports Arena (PISA). PageBreak
Into the Jungle
Borneo’s two states of Sabah and Sarawak tip the scales when it comes to adventure, whether trekking Malaysia’s tallest mountain, Mt. Kinabalu in Sabah, or exploring the world’s largest cave system in Sarawak’s Gunung Mulu National Park.
“Sarawak mostly appeals to the association market,” says Regina Joyce Toyad, marketing and communications executive for the Sarawak Convention Bureau.
Groups can use the Borneo Convention Centre Kuching. Currently there are over 6,700 three to five-star rooms, including the Pullman Kuching and Four Points by Sheraton Kuching. Sarawak plans to add about 4,000 rooms between 2014 and 2016.
The Sabah Tourism Board works with MICE groups on organizing conferences as well as pre and post tours.
“MICE accounts for at least 10 percent of our tourism,” says Gwenda Zappala, representative for the board. “Our destination is more for incentives. They can do a lot of team-building events, such as rafting, jungle trekking, CSR programs replanting trees, and also a lot of sea activities.”
Sabah offers nearly 6,000 four- and five-star rooms, mostly in Kota Kinabalu. One of the newest entries is the Four Points by Sheraton Sandakan Hotel and Harbour Mall in Sandakan. In the works is the Sabah International Convention Complex (SICC), with an integrated five-star meeting hotel, at Likas Bay, in Kota Kinabalu.
The Langkawai Development Authority can help expedite customs and immigration clearance for groups among, other services.
Mahsuri International Exhibition Centre can house 7,000. A Langkawi Shangri-La is scheduled for 2015, and a Ritz-Carlton is on the way as well. Tanjung Sanctuary Langkawi is closed for an extensive renovation.
Johor
On the southern end of Peninsular Malaysia, Johor is a shopping and golfing destination and home to Legoland Malaysia and Persada Johor International Convention Centre.
Johor is focusing on a new southern development corridor, Iskandar Development Region, covering over 855 square miles.
Traders Hotel, Puteri Harbour will open this year in Johor Bahru as part of the emerging hub of Iskandar Malaysia.
Marlene Goldman is a freelance writer and photographer who spent the entire summer wandering Malaysian Borneo, from the heights of Mt. Kinabalu to the depths of diving at Sipadan, plus a visit or two with the island’s famous orangutans.
