The Future Challenges and Opportunities to Malaysia's Mice Industry

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Discuss The Future Challenges And Opportunities To Malaysia’s MICE Industry

“Malaysia is fast emerging as one of the top destinations in the world for Meetings, Conventions, Incentives and Exhibitions (MICE). The country ranks 23rd in the world, based on the International Congress and Convention Association’s statistical preview of association meetings held in 2006, up 10 spots from the previous year. Malaysia is banking on its top-notch convention centres, quality accommodation, value-added services and many other attractions to propel itself into the top ten.” (Visitors Guide Malaysia c.2008, p.1)

“Statistics-wise, total conference arrivals in 2007 was 1,000,000 or 4.8% of tourist arrivals, compared to 820,000 in 2006.” (Visitors Guide Malaysia c.2008, p.1) Malaysia is now set to capture a greater share of the international MICE market to represent at least 10% of arrivals to the country. The country is well-prepared to accommodate the anticipated growth in conference arrivals. “The number of hotels has increased to approximately 2,400 in 2007 from 1,090 in 1993, with Malaysia’s capital Kuala Lumpur alone having over 20,000 hotel rooms in the three to five-star categories.” (Visitors Guide Malaysia c.2008, p.1) However, Allen et al. (2008, p.16) explained that MICE industry is another long established component of the industry, now often called business events. This sector is largely characterized by its business and trade focus, although there is a strong public and tourism aspect to many of it’s activities. In Malaysia, the MICE industry faces a lot of challenges and has a lot of opportunities than meets the eye.

The challenges that the industry face often come from threats. “Threats are activities that prevent you from maximizing the potential of an event. The most obvious threat is weather; however, political threats may just be as devastating. Local political leaders must buy into your event to ensure cooperation with all agencies. Political...
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