Malaysia: Growth of up to 110 percent

The Malaysia International Trade and Exhibition Centre (MITEC) has been open for a year now. The event industry in Malaysia has reaped tangible benefits.

Unique architecture: MITEC is an icon of the Malaysian events industry. (Photo: MITEC)
Unique architecture: MITEC is an icon of the Malaysian events industry. (Photo: MITEC)

The demands of the MICE industry grow, and with them so does the demand for capacity.  The new event centre in the Malaysian capital of Kuala Lumpur was a response to that. Trade fairs with over 100,000 visitors and major conventions attended by more than 20,000 delegates can now be held in Malaysia. New events can be attracted, and established events have scope for strong growth. In short, Malaysia is now more competitive. “We have already hosted major regional exhibitions,” reports Gunther Beissel, CEO of MITEC. “There has been overall growth of 110 percent in exhibition space rented,” adds Beissel. “The number of exhibitors has increased by almost 85 percent, while visitor numbers have risen by 15 percent.” The large exhibitions held at MITEC include the Malaysian International Furniture Fair (MIFF), the Malaysia International Halal Showcase (MIHAS), the prestigious Defence Services Asia Exhibition and Conference (DSA) and SEMICON SEA, the region’s largest microelectronics event. A real highlight in the venue’s still short history was undoubtedly its use for the Southeast Asia Games and the ASEAN Para Games in 2017.

Thanks to the new capacities it is now possible to stage large conventions with over 20,000 delegates in Malaysia. (Photo: MITEC)
Thanks to the new capacities it is now possible to stage large conventions with over 20,000 delegates in Malaysia. (Photo: MITEC)

As with other publicly owned exhibition centres, MITEC places the focus on trade fairs in industries that promise to improve prosperity. Beissel talks of “economic drivers that bring international investment and development for regional and national economic growth”. These include digital automation, Industry 4.0, manufacturing, agriculture, medicine, science and technology, aerospace and education.  The aim is to form “strategic partnerships” for events, which will then receive prioritised stakeholder support, including funding, and incubator attention. Besides serving as an economic catalyst, MITEC is also positioned as a gateway to other markets in the ASEAN region. “We are fortunate to have a healthy order book with a very positive future outlook,” stresses Beissel. “Our corporate philosophy is closely aligned with our vision to see Malaysia become one of the leading MICE destinations in Southeast Asia.”  

MITEC CEO Gunther Beissel is pleased „about a healthy order book and very promising future prospects.” (Photo: MITEC)
MITEC CEO Gunther Beissel is pleased „about a healthy order book and very promising
future prospects.” (Photo: MITEC)

The CEO of the Malaysia International Trade and Exhibition Centre is convinced of the merits of Malaysia as a destination: “value for money, direct flights from most major cities around the world, an established industry supply chain and a secure and stable political climate.” Further plus points are the new government, which is embracing B2B events, and the very healthy growth of the country’s trade fair industry. Malaysia is playing a leading role in the dynamic economic growth in Southeast Asia and offers good opportunities to international event organisers and exhibitors coming on board at this stage. All these factors contribute to Malaysia’s appeal as a cross-border marketplace. MITEC is en route to achieving recognised international certifications, which will further enhance its appeal.

There is also a huge amount of development taking place in the vicinity of the new exhibition centre. MITEC is the first component of KL Metropolis (where KL stands for Kuala Lumpur), a mixed-used “city within a city” with all that entails: trade, commerce, transport, shopping and residential developments.  Key developments of the future will be shopping malls, urban parks, offices and luxury apartments and hotels. KL Metropolis will be developed in several phases and completed in the year 2030 following a construction period of 12 years.  The decision-makers at the Malaysia International Trade and Exhibition Centre are hoping for a number of synergies from this. The relocation of companies to the business district should increase the number of MICE events. In addition, the entertainment on offer and the hotel rooms within walking distance will add value for event organisers, exhibitors, delegates and visitors – target groups who will all spend money. “With all these development plans, MITEC is poised to gradually become an even more attractive proposition for regional and international events,” asserts Beissel (www.mitec.com.my).

Author: Peter Borstel

This article was published in TFI issue 3/2018

 
 

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