Kota Kinabalu: The impact of business events (Be) is beyond tourism, with the sector offering significant economic benefits and investment opportunities, said Malaysian Association of Convention and Exhibition Organisers and Suppliers (Maceos) President Datuk M Gandhi.
Speaking after the closing ceremony of the Be in Sabah event at the Sabah International Convention Centre (SICC) here on Friday, Gandhi highlighted the importance of positioning Sabah as a key destination for meetings, incentives, conferences, and exhibitions (Mice).
“Sabah has fantastic natural resources, beautiful surroundings, and a unique environment that attracts tourists,” he said. “However, business events are awakening globally, and 25 per cent of tourists travel specifically for such events.”
He noted that the presence of the SICC, high-quality hotels and increasing direct flight connections from China, Hong Kong, and other parts of the region make Sabah an attractive destination for business travellers.
“These business people are looking for new conferences and corporate meeting destinations. “This is where events, like Be in Sabah, play a crucial role in promoting the state,” Gandhi said, adding that Maceos’ Sabah Chapter is actively working to establish the state as more than just a leisure tourism hub.
He emphasised the importance of government support in securing international congresses, which frequently rotate locations.
“Doctors, oncologists, cardiologists, and other professionals meet regularly at international congresses. “Someone has to bid for these events to bring them here, and this is where the government can support local associations in Sabah and Malaysia.”
He said Maceos, as the national association for the BE industry, plays a key role in advocating for better policies and infrastructure to support the sector.
“We have about 220 members, including major venues like SICC and KLCC, professional congress and exhibition organisers, and suppliers such as audiovisual providers,” Gandhi said.
He stressed the need for upskilling industry professionals to meet international standards, citing sound technicians as an example.
“When global congresses come here, we need to ensure a high standard of service so that attendees leave with a positive experience. “The government can help by investing in skills development, attracting young talent, and promoting career opportunities in this industry.” Beyond tourism, business events drive investment and economic growth.
“When investors attend conferences, they explore business opportunities in the host destination. “The impact of BE is calculated to be approximately eight times that of traditional tourism,” he said.
Looking ahead, he predicted rapid growth in the global BE industry over the next decade.
“The number of congresses worldwide is set to nearly double in 10 years. “If Malaysia captures even a small percentage of this market share, the returns will be substantial. “Business events grow at twice the speed of normal tourism, making it a valuable sector to develop.”
Gandhi also shared insights on the upcoming EventXpo, an industry-specific event designed to bring together stakeholders from the entire supply chain.
“EventXpo is unique because it connects international organisers with service providers, from venues to emcees.
It also showcases the latest event technology, including AI and sustainable materials.”
A unique feature of this year’s EventXpo is Kind Malaysia, a corporate social responsibility (CSR) initiative.
“Events can be used to promote industries, so why not use them to promote kindness?
“We are providing booths for NGOs doing fantastic work, giving them a platform to connect with corporates looking to invest in CSR initiatives. “Many businesses have CSR budgets but lack direction on how to utilise them effectively. “Kind Malaysia will facilitate these connections, benefiting both parties and the wider community,” he said.
Following its successful debut in 2024, EventXpo 2025 is back with the theme “Smart Solutions, Smart Events”, focusing on innovation and sustainability in the business events (BE) sector.
Held at the Kuala Lumpur Convention Centre from Aug 7-9, the expo will bring together over 120 companies, offering a platform for collaboration, industry growth, and the latest advancements through showcases, forums, and live demonstrations.
