The Malaysian government is strengthening efforts to promote the hosting of MICE in the country through numerous means and avenues. Here’s why. In 2007, the average spending of a leisure tourist was RM2,196, while the average spending of a MICE tourist was RM3,133. Why does the MICE tourist spend more than the leisure tourist? A possible reason that comes to mind is that the MICE tourist’s airfare and accommodation are often paid for by his company and thus leaves more money in his pocket to spend. Furthermore, many of the MICE tourists are entrepreneurs and professionals who are in the high income brackets and thus have stronger purchasing power. Hence, business tourism is an important contributor to the country’s coffers.
DUE RECOGNITION
The International Convention and Conference Association (ICCA) ranked Malaysia in 32nd place based on the number of meetings organised in 2008, while Kuala Lumpur was placed 27th in the city category. For the record, the USA and Germany have been ranked number one and two respectively since 2004.
Another feather in Malaysia’s cap is the Sarawak Convention Bureau’s feat of bagging the prestigious ICCA Best Marketing Award 2008. The award, established in 1997, recognises the excellence and outstanding achievements of organisations in their effort to market their destination or product. The winners were announced at the 47th ICCA Congress & Exhibition which took place from 1st to 5th November 2008 in Victoria, Canada.
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