THE outlook for national and state-level MICE (Meetings, Incentives, Conferences, Exhibitions) in Penang is looking sharper than ever following the repercussions of the Covid-19 pandemic.
Although progress is visible, the Penang Convention and Exhibition Bureau (PCEB) chief executive officer Ashwin Gunasekeran is optimistic that the MICE industry in Penang will only get better, and will improve further from 2024 onwards.
“In 2020, we hosted a lot of domestic meetings since we had an opening of the borders in June but in 2021, we couldn’t do much as I believe we probably went through the longest closure of borders as a result of the spike in Covid-19 cases.
Meanwhile, in 2022, things were already beginning to pick up but honestly speaking, it was a little too late for Malaysia because our neighbouring countries, such as Singapore, Thailand and Indonesia already had their borders opened earlier than us.
“When we opened our borders in April, we thought the transition would be slow but that was not the case as things were already moving at a very fast pace across other countries.
“There were just too many events at a go, and because we only have one convention centre (Setia SPICE Convention Centre) on the island, it was a real struggle for us back then to accommodate the growing need for events.
“Good thing for us in Penang is that we have got a lot of short-term businesses coming in.
“Whatever that we have been working for now is for the present and future.
“We already have events stacked up until 2030, and we are arranging conferences that are in line with the Penang2030 vision for A Family-Focused Green and Smart State that Inspires the Nation.
“We are hoping by 2024, we would be back to how we were in 2019.
“In 2019 alone, we hosted 3,762 events. That clearly highlights the demand for the MICE industry in Penang.
“This year, we are making good progress and next year, we have lined up quite a number of congresses to be held with local and international partners,” Ashwin told Buletin Mutiara reporters during an exclusive interview at the PCEB office in George Town on March 2.
Meanwhile, he also said that this year the calendar looks very prominent for medical conferences, some of which have already started.
Most of them took place at hotels and the SPICE Convention Centre.
“As for BE @ Penang, one of our biggest business event conferences, which takes place annually, will happen twice this year in September.
“We are expecting a combined 30,000 delegates for this event.
“Next year, the International Advertising Association (IAA) World Congress will be happening for the first time in Asia, and it’s in Penang!
“We will be hosting a high range of advertising firms, and we have giant and globally recognised media partners, such as CNN, CNBC, Microsoft and others that will be present during the congress.
“This congress will be fully supported by the Penang government, and we hope to receive some 2,000 delegates from different parts of the world,” Ashwin added.
In a related development, Ashwin also said that 2025 is set to be an exciting year for Penang when the Penang Waterfront Convention Centre (PWCC) is open to the public.
“We have already identified a few exhibitions to be held there, and the best part about PWCC is that when it is ready, the event space can comfortably accommodate big-scale events, as well as exhibitions and conferences that land with heavy types of machinery.
“This is not the case with SPICE Convention Centre because the ground is carpeted, and they don’t allow for heavy machinery to be used during MICE-related events,” he said.
PWCC spans 25,083sq m and it is part of the 381,000sq m seaside development, called The Light City.
It is a project by IJM Perennial (IJMP) Development Sdn Bhd.
Separately, when asked if organising virtual events would be the way moving forward, Ashwin was quick to say no because this is an industry that is best experienced through human connection.
“This is a people’s industry and face-to-face conversations are very important to execute the events. It needs to be humanised.
“There’s this thing called virtual fatigue. How long can we exactly sit in front of a screen and attend virtual programmes for hours?
“It may apply to other industries but not the MICE industry.
“Despite it all, I can’t deny that digitalisation has played a key role in connecting our international partners through multiple virtual events we have organised during the Covid era.
“There’s a lot of positives to take home from events conducted virtually.
“For example, we now know that in the event of a crisis, we have an alternate medium to tap into to make sure business goes on as usual.
“Digitalisation has clearly helped this industry by boosting or giving an option for events,” Ashwin said.
Before, during or after the Covid-19 pandemic, Ashwin claims that he has always been a strong follower and believer in collaboration.
He said in the current space where everyone is moving fast to stay relevant, one cannot compete but complement.
“Collaboration is the key to success, at least in the MICE industry.
“For example, I do not see our friends in neighbouring countries as competitors.
“In fact, I have a very good relationship with all of them, and it is important to know that when we share information, we will grow even further.
“Collaboration has helped us to grow in this space. We will continue to embrace it,” Ashwin added.
Story by Kevin Vimal
Pix by Siti Nuratikah Rahmat