Malaysia Convention & Exhibition Bureau

What Malaysia Convention & Exhibition Bureau does

Malaysia Convention & Exhibition Bureau (MyCEB) is a Malaysian government statutory body established in 2009 under the Ministry of Tourism, Arts and Culture (MOTAC), headquartered in Putrajaya with a regional presence in Kuala Lumpur. The bureau functions as the national destination marketing organization for business events, operating across four core service segments: international conventions (298 hosted since 2009), trade exhibitions (34 hosted), corporate meetings and incentives (7 hosted), and international sporting events (3 hosted). MyCEB provides non-commercial promotional and support services including bid submission assistance, venue and supplier sourcing, government liaison, subvention financial support, and destination marketing to international event organizers, associations, and corporate meeting planners.

MyCEB's service portfolio is anchored by the Meet In Malaysia (MyTripleE 3.0) strategic support programme with tiered Excel, Elevate, and Enliven packages, the Industry Partner Programme (IPP) enrolling Malaysian venues, hotels, DMCs, and PCOs, the Association Development Programme, the MyCSR platform, and the ASEAN MICE Venue Standards (AMVS) regional certification programme. The technology stack comprises the myceb.com.my website, a Simpleview CRM with extranet access for industry partners, a Business Events Data Repository aggregating event data since 2009, and the Meeting & Event Planner's Guide (MEPG) online resource platform. The bureau maintains partnerships with global industry associations including ICCA, UFI, UIA, MACEOS, PCMA, IAEE, and the Events Industry Council, alongside strategic partners Malaysia Airlines, Tourism Malaysia, MATRADE, and increasingly homegrown brands such as ZUS Coffee.

The bureau operates a managed-services revenue model funded entirely by Malaysian government budget allocations, with no fees charged for its core services or IPP membership. Go-to-market combines event-driven activities (MBEW flagship annual conference, Association Day, Association Development Programme) with sales-led motions (AMVS certification, CRM lead distribution to IPP partners). Flagship products include the Malaysia Business Events Week (MBEW) 2026, ATEX Malaysia 2026, and the 2021-2030 Strategic Marketing Plan. Customer concentration is low, with 3,223,491 international delegates attracted since 2009 and RM20.18B in cumulative estimated economic impact, though these figures reflect industry outcomes rather than MyCEB's own revenue.

Name

Malaysia Convention & Exhibition Bureau

Legal name

Malaysia Convention & Exhibition Bureau

Website

https://myceb.com.my

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Malaysia Convention & Exhibition Bureau (MyCEB) is a Malaysian government bureau under MOTAC that promotes Malaysia as a destination for international conventions, exhibitions, corporate meetings, incentives, and sporting events through bid support, subvention programmes, and the Industry Partner Programme.

Ownership category

akta.pro rank

Product category

Convention Bureau Services

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)

akta.pro secondary industries

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

Keywords

• Business event support
• Convention bureau services
• MICE destination promotion
• Exhibition bid assistance
• Corporate meeting services

Headquarters

HQ city

Putrajaya

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government Funding: MyCEB operates as a government bureau under the Ministry of Tourism, Arts and Culture (MOTAC), funded by government budget to promote Malaysia as a business events destination.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Malaysia Convention & Exhibition Bureau (MyCEB) is a government statutory body under the Ministry of Tourism, Arts and Culture (MOTAC) that promotes Malaysia as a premier destination for business events. It provides end-to-end support to international event organizers, including bid preparation assistance, venue and supplier sourcing, government liaison, financial subvention programmes, cooperative marketing through the Industry Partner Programme, and standards certification via the ASEAN MICE Venue Standards. Its core customers are international associations, exhibition organizers, corporate meeting and incentive planners, and international sporting event rights holders.

Product overview

Malaysia Convention & Exhibition Bureau (MyCEB) operates as a convention and exhibition bureau under the Ministry of Tourism, Arts and Culture. It is not a software product company but rather a national tourism organization that provides business events support services. The organization's main offerings include strategic support programmes (MyTripleE 3.0, Subvention Programme), industry development initiatives (Industry Partner Programme, Association Development Programme), events (Malaysia Business Events Week), standards certification (ASEAN MICE Venue Standards), and a resource platform (Meeting & Event Planner's Guide). MyCEB positions Malaysia as a premier destination for business and international sporting events, offering support from consultations to broad-based collaborations and on-ground support.

Differentiator

Problem solved

Functional benefit

Products and services

• Meet In Malaysia - MyTripleE 3.0 Strategic support programme for planning successful business events in Malaysia, offering three packages (Excel, Elevate, and Enliven) for international event organisers hosting strategic business events.
• Subvention Programme Financial support programme for event organisers hosting international conventions and exhibitions in Malaysia, providing subvention funding to qualifying events.
• Industry Partner Programme (IPP) Cooperative sales and marketing programme between MyCEB and Malaysia's business tourism industry, providing co-operative sales and marketing activities, professional development, business-to-business networking, market intelligence, and product profiles for qualified industry partners.
• Association Development Programme Programme that supports the development of Malaysia's national associations and their potential for hosting international conventions, including international engagement support.
• ASEAN MICE Venue Standards (AMVS) Regional standardisation programme covering Meeting Room, Exhibition Venue, and Event Venue categories under ASEAN Tourism Standards, providing certification, logo, and plaque for MICE venues meeting quality standards.
• Meeting & Event Planner's Guide (MEPG) One-stop online resource guide and database for meeting and event planners, providing essential information, supplier search, venue listings, and resources for planning business events in Malaysia.
• Malaysia Business Events Week (MBEW) Malaysia's premier annual flagship event bringing together industry leaders, event organisers, associations, venues, suppliers, policymakers and emerging talent to exchange ideas and shape the future of business events.
• MyCSR Programme Corporate Social Responsibility platform that allows event participants to engage in environmental and social initiatives benefiting communities during meetings and events in Malaysia.

Quantifiable outcome

• RM20.18B total economic impact from business events since 2009
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• MATRADEcoreStrategic or Co-development Partner · 25 June 2026Malaysia External Trade Development Corporation endorsed ATEX Malaysia 2026, a regional apparel and textile exhibition. MATRADE provides trade promotion support for cross-border trade events.
• Kaizer Exhibitions & Conferences Sdn BhdcoreChannel Partner/ Reseller/ Distributor · 25 June 2026Organizer of ATEX Malaysia 2026, operating the Apparel & Textile Exhibition Malaysia as a regional sourcing platform connecting manufacturers, suppliers, and buyers.
• ZUS CoffeeminorGTM or Marketing Partner · 6 May 2026MyCEB's first collaboration with ZUS Coffee at Association Day 2026, featuring curated handcrafted beverages to enhance delegate experience. Collaboration showcases Malaysian homegrown brands on a broader platform.
• Malaysia AirlinescoreStrategic or Co-development PartnerStrategic partner providing airline connectivity and promotional support for business events attendees. Malaysia Airlines operates 60 direct international flights from 100+ destinations, supporting Malaysia's accessibility as a meeting destination.
• Tourism MalaysiacoreStrategic or Co-development PartnerGovernment tourism organization co-promoting Malaysia as a business and leisure destination. Works with MyCEB on destination marketing and visitor promotion.
• ICCA (International Congress and Convention Association)coreStrategic or Co-development PartnerGlobal industry association for meeting professionals. MyCEB collaborates with ICCA for market intelligence, industry standards, and convention tracking.
• UFI (Global Association of the Exhibition Industry)coreStrategic or Co-development PartnerGlobal association representing exhibition industry. Partnership provides industry benchmarks, best practices, and exhibition data for Malaysia.
• UIA (Union of International Associations)coreStrategic or Co-development PartnerOrganization documenting and supporting international associations. Partnership helps track international congress data and association meeting trends.
• MACEOS (Malaysian Association of Convention and Exhibition Organisers and Suppliers)coreStrategic or Co-development PartnerNational industry association representing Malaysian exhibition organizers and suppliers. Partnership supports local industry development.
• PCMA (Professional Convention Management Association)coreStrategic or Co-development PartnerGlobal organization advancing meeting professionals. Partnership provides professional development and networking opportunities.
• IAEE (International Association of Exhibitions and Events)coreStrategic or Co-development PartnerInternational association serving exhibition and events professionals. Partnership supports industry standards and education.
• Events Industry CouncilcoreStrategic or Co-development PartnerGlobal voice of the business events industry providing standards, sustainability initiatives, and industry research.
• Asia Convention AllianceminorStrategic or Co-development PartnerRegional alliance of convention bureaus in Asia for knowledge sharing and joint promotion of Asian meeting destinations.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Thailand Convention & Exhibition Bureau (TCEB): National convention and exhibition bureau under Thailand's government, charged with promoting Thailand as a MICE destination in direct competition with MyCEB for ASEAN-sited associations, exhibitions, and incentive travel. Headquartered in Bangkok, the regional MICE capital.
• Singapore Tourism Board (STB): Government-led destination marketing organization that actively courts international association congresses, trade exhibitions, and corporate incentive trips to Singapore. Competes directly with MyCEB for the same global event-owner RFPs in Southeast Asia.
• Indonesia Convention & Exhibition Industry Association / INACRAFT / Indonesia MICE Promotion: Indonesia's government-backed MICE promotion efforts through the Ministry of Tourism and Creative Economy compete with MyCEB for regional association rotations and trade exhibitions, particularly in Jakarta and Bali.
• Japan National Tourism Organization (JNTO): Japanese national tourism organization with a dedicated MICE promotion function targeting international association congresses and incentive travel. Operates with substantially larger resources and a broader international representative network than MyCEB.
• Korea Tourism Organization (KTO) MICE Bureau: National tourism organization running Korea's MICE bureau, actively bidding for international conventions and incentive business in Seoul and Busan. Directly comparable in mandate and government affiliation to MyCEB.
• Hong Kong Tourism Board (HKTB): Statutory government body promoting Hong Kong for meetings, incentives, conventions, and exhibitions (MICE), with strong Asia-Pacific bid teams that compete with MyCEB for association conferences and corporate incentive programmes.
• Business Events Australia (Tourism Australia): Specialized MICE division of Tourism Australia bidding for international association meetings, corporate incentives, and business events. Operates with a global office footprint similar in mandate to MyCEB but with larger campaign budgets.
• Dubai Business Events (DTCM): Government-backed destination promoter under Dubai's Department of Tourism and Commerce Marketing, actively competing for high-value association congresses and corporate incentives across Asia, Europe, and the Americas.
• Tourism New Zealand - Business Events: Government-led business events unit bidding international conferences and incentives to New Zealand. Comparable in mandate, government ownership, and destination-promotion focus to MyCEB, although operating in a different geography.

Broad incumbents

• Tourism Malaysia: Broader national tourism promotion body under the same parent Ministry (MOTAC) that oversees MyCEB. Promotes Malaysia as a leisure and business destination across all segments, including MICE, and operates on a wider promotional remit than MyCEB's MICE-focused mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/myceb
• YouTubeyoutube.com/channel/UCNqjbaR_saDQo4AXzxoavkw
• Facebookfacebook.com/MyCEB
• LinkedInlinkedin.com/company/myceb
• Instagraminstagram.com/myceb

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Malaysia Convention & Exhibition Bureau