The Malaysia Convention & Exhibition Bureau (MyCEB) has made its ninth consecutive appearance at IBTM World Barcelona, showcasing Malaysia as a premier destination for business events. This year’s event, held from 19 to 21 November at Fira Barcelona Gran Via, provides MyCEB with a significant platform to highlight Malaysia’s strengths in innovation, sustainability, and the dynamic evolution of the business events sector.
Mr. Noor Azlan, Director of Business Development at MyCEB, shared that the bureau’s goal is to further strengthen Malaysia’s position as a top global choice for business events. “IBTM World offers us an opportunity to promote Malaysia’s diverse capabilities to an international audience, forge meaningful connections, and generate business leads that will drive Malaysia’s economic growth. We aim to secure new partnerships, solidify existing ones, and continue building on Malaysia’s reputation in the global business events arena,” he said.
IBTM World brings together more than 12,000 attendees, including over 2,650 hosted buyers from around the globe. This makes it a prime event for MyCEB and its partners to engage in networking and business development activities. MyCEB’s dedicated pavilion, strategically positioned at the event, is designed to facilitate one-on-one meetings with top international buyers, further expanding Malaysia’s reach and visibility in the global business events sector.
A key highlight of MyCEB’s participation this year is the launch of the MyTripleE 2.0 Campaign, which took place during the ribbon-cutting ceremony at the Malaysia Pavilion. Building on the success of the original campaign, MyTripleE 2.0 introduces three key initiatives: Excel, Elevate, and Enliven. These initiatives are designed to enhance Malaysia’s competitiveness in the business events industry by offering both financial and non-financial support to qualifying applicants. With MyTripleE 2.0, MyCEB aims to engage a wider network of stakeholders and further boost the growth and sustainability of Malaysia’s business events sector.
In addition to the exhibition, MyCEB also took part in the Meetings Leadership Network Event on 18 November, which included an exclusive Advocacy Policy session marking IBTM’s 20th anniversary. MyCEB’s Head of Delegation, Mr. Noor Azlan, led the discussions, reinforcing MyCEB’s commitment to advancing global industry standards and fostering strategic dialogue within the business events community. This year, MyCEB was also recognized for its ongoing support and significant contributions, earning a place in IBTM’s Loyalty Group.
MyCEB’s efforts have yielded impressive results since its founding in 2011. By 2019, MyCEB had supported 2,419 business events, attracting nearly 1.94 million delegates and contributing approximately RM14.7 billion to the Malaysian economy. From 2020 to 2023, the bureau further supported 497 business events, bringing in an additional 1.2 million delegates and generating RM4.9 billion in economic impact. These figures highlight MyCEB’s continued success in positioning Malaysia as a key player in the global business events sector.
At IBTM World Barcelona, MyCEB is joined by eight co-exhibitors:
1. Kuala Lumpur Convention Centre (KLCC)
2. Malaysia International Trade and Exhibition Centre (MITEC)
3. Borneo Convention Centre Kuching (BCCK)
4. Malayan Safaris
5. Penang Convention & Exhibition Bureau (PCEB)
6. Mandarin Oriental Kuala Lumpur
7. Amari Spice Penang
8. Asian Trails
With Malaysia’s consistent participation in IBTM World, MyCEB and its industry partners look forward to further strengthening existing relationships, fostering new collaborations, and reinforcing Malaysia’s position as a leading destination for global business events.
