KUALA LUMPUR: The Kuala Lumpur Convention Centre (KLCC) anticipates 2024 to be a
strong year for international conventions and exhibitions based on current industry trends and confirmed bookings.
The country’s premier purpose-built venue also emphasises attracting more meetings, conventions, exhibitions, and corporate events segment (MICE), including banquets and functions, this year due to their contribution to the local economy.
“The target or expectation for our corporate segment this year remains the same as last year with a slightly
modified strategy.
“We will be placing a higher emphasis on these segments whilst for the corporate segment, we will be focused on growing our recurrent client base through continued service quality,” KLCC general manager John Burke told The Exchange Asia.
In 2023, KLCC generated over RM656 million in economic impact from local expenditure benefitting layers of the business events supply chain ecosystem, such as thevenue, hotels and hospitality, retail, event contractors, as well as associate industries like media, advertising and marketing, transportation, food and beverage and so forth.
Research also shows that business event visitors spend over three times more than the average tourist and have a significant multiplier effect, with 60 per cent returning later as tourists.
According to John, Malaysia also benefits significantly from these events’ knowledge transfers, learning, and trade activities.
“Malaysian businesses, through business events can learn about international best practices and solutions they can apply in their organisations,” he said.
John also pointed out that Malaysian businesses, through participation in international conventions or exhibitions,
they can learn about global best practices, new technologies, trends relevant to their industry, and upcoming products and solutions, which they can apply in their organisations.
“These events not only present new business opportunities but also provide great platforms for businesses and individuals to network with industry colleagues and potential new clients or employers from all over the world,” he said.
When asked about the outlook in terms of the number of events secured and the target KLCC aims to achieve by the end of 2024, John said the centre opened the year with 37 convention bookings and 50 confirmed exhibitions.
These numbers, he said, are expected to go up as more national conferences and exhibitions, short lead meetings and events are confirmed for the year.
“Our focus for the year and moving forward is not so much focused on the number of events, but rather the opportunity that those events provide.
“This could be in revenue, exposure, or economic impact. It is about selecting the right events for Malaysia, Kuala Lumpur and KLCC,” John pointed out.
KLCC currently has 32 confirmed conventions for 2024, with 26 being international.
When asked how KLCC plans to attract and secure more international events, John said the centre has a research team that studies the opportunity to bring suitable events to Malaysia.
“We look at conventions and exhibitions that are especially relevant to existing and new industry sectors contributing to Malaysia’s economic, infrastructure and social growth.
“We build relationships with local associations, assist them in putting together a compelling bid and presenting it to the association committee or council.
“And, when bidding, we first sell Malaysia as the destination, followed by the host city, Kuala Lumpur,” he said.
He said that as the premier purpose-built venue in Malaysia, KLCC also works very closely with its national bureau, the Malaysia Convention and Exhibition Bureau (MyCEB), to position Malaysia as the preferred destination for business events in the region.
“We participate in all the global industry trade shows, representing Malaysia, showcasing our compelling offerings for international event organisers,” John noted.
Some of the events lined up at KLCC for this year are the Ancaro Imparo Dental Conference, February 22-26, the International Café & Beverage Show, May 23-25, the 21st AILA World Congress, August 11–16, European Society for Radiotherapy and Oncology (ESTRO) meets Asia, August 23-25, the International Surgical Week, August 26-29, the Aesthetic Medicine & Surgery Conference & Exhibition (AMSC), AestheticMedicine & Surgery Conference & Exhibition (AMSC), September 20-21 and the International Union of Architects (UIA) Forum from November 15-17.
