MACEOS

What MACEOS does

MACEOS (Malaysian Association of Convention and Exhibition Organisers and Suppliers) is a non-profit industry association registered under Malaysia's Registry of Societies (ROS No. PPM-001-10-17121990), founded in 1990 at the World Trade Centre Kuala Lumpur to serve as the unified voice for Malaysia's business events industry. It represents the full ecosystem of convention and exhibition organisers, venue operators (e.g., Kuala Lumpur Convention Centre, Borneo Convention Centre Kuching, Sabah International Convention Centre), booth contractors, freight and logistics providers, event technology companies, and service providers. The association is led by Eric Ho as President (2026-2028 term) with Lee Mark as Honorary Secretary, supported by a secretariat of approximately 8 employees headquartered in Kuala Lumpur.

The organisation operates under four strategic pillars branded I.D.E.A.: Innovation, Development, Education, and Advocacy. Its product portfolio comprises three flagship events (EventXpo, the Malaysia Business Events Awards (MBEA), and BE in Sabah), a professional certification pathway (CCP, EMP, TEM), the newly launched Sustainability Event Framework (SEF) co-developed with UiTM, the Kind Malaysia CSR platform, and an industry content library including BE Malaysia Magazine, BE Newsletter, the Malaysia BE Directory, and an in-progress Business Events Industry White Paper with University of Malaya and UTAR. There is no proprietary core technology product; the association runs a membership management platform at membership.maceos.org.my and publishes digital resources.

MACEOS's business model is membership-fee-funded, supplemented by event-related revenue (EventXpo exhibitor fees and MBEA entry fees of RM1,000-RM1,300 per submission tier) and selective sponsorships (e.g., Kind Malaysia). It distributes via a national membership portal, flagship events, the MyCEB Malaysia Pavilion at IMEX Frankfurt, and partner media (BERNAMA TV, NST, BIZ+Leisure). Its customer base comprises Malaysian exhibition organisers and suppliers, with limited disclosed information on membership counts or fee tiers.

Name

MACEOS

Legal name

Malaysian Association of Convention and Exhibition Organisers and Suppliers

Website

https://maceos.org.my

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

MACEOS is the Malaysian Association of Convention and Exhibition Organisers and Suppliers, a Kuala Lumpur-based non-profit industry association founded in 1990 that represents Malaysia's business events ecosystem through flagship events (EventXpo, MBEA, BE in Sabah), professional certifications (CCP, EMP, TEM), advocacy, and the newly launched Sustainability Event Framework.

Ownership category

akta.pro rank

Product category

Business Events Industry Association

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

akta.pro secondary industries

Sponsorship, Exhibitor & Partnership Management Services (THAHACAK), Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM)

Keywords

• Business events industry
• Convention exhibition services
• Professional certification programs
• Industry advocacy association
• Trade exhibition marketplace

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: MACEOS generates revenue through annual membership fees from convention and exhibition organisers, suppliers, and service providers. The association offers different membership tiers and provides benefits including professional certification pathways, industry resources, and networking opportunities.
2. EventXpo Exhibition Fees: MACEOS organises EventXpo, Malaysia's premier business events marketplace. The event charges exhibitor fees from companies showcasing solutions. EventXpo 2025 featured more than 90 companies and two state pavilions with international participation from Korea, Indonesia, Thailand, India, and Singapore.
3. MBEA Award Entry Fees: The Malaysia Business Events Awards (MBEA) charges entry fees: RM1,000 for first submission (MACEOS/ALIFE/MAH/MITA members) and RM800 for subsequent submissions; RM1,300 for non-members first submission and RM1,100 for subsequent submissions.
4. Kind Malaysia Platform: Kind Malaysia, a CSR platform run by MACEOS, connects corporations with NGOs and civil organisations for CSR initiatives. The platform may generate revenue through partnership arrangements or sponsorship.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

MACEOS is a non-profit national industry association that represents Malaysia's business events sector, delivering member services, professional certification programmes, flagship industry events, advocacy, and market intelligence. Its core offerings include EventXpo (annual trade exhibition marketplace), the Malaysia Business Events Awards (MBEA), professional certification pathways (CCP, EMP, TEM), the Sustainability Event Framework, industry publications, and the KIND Malaysia CSR platform.

Product overview

MACEOS (Malaysian Association of Convention and Exhibition Organisers and Suppliers) is a national industry association that serves as a unified platform for Malaysia's business events industry. Rather than a single product, MACEOS offers a portfolio of flagship events (EventXpo, MBEA Awards, BE in Sabah), professional certification programmes (CCP, EMP, TEM), sustainability frameworks, and publications. The association operates under the I.D.E.A. pillars (Innovation, Development, Education, Advocacy) to drive industry growth, foster connections, and celebrate excellence. Its offerings also include the KIND Malaysia CSR platform and strategic research initiatives like the Business Events Industry White Paper.

Differentiator

Problem solved

Functional benefit

Brands

• KIND Malaysia: A unique platform dedicated to uniting corporations, non-profit organisations, and individuals with a shared mission to champion kindness through meaningful Corporate Social Responsibility (CSR) initiatives.

Products and services

• EventXpo Malaysia's premier business events marketplace exhibition, bringing together industry professionals, suppliers, and buyers for networking and business opportunities, with paid exhibitor participation.
• MBEA (Malaysia Business Events Awards) Malaysia's premier annual awards programme recognising exceptional contributions in exhibitions, conferences, meetings, events, and support services, with paid entry fees: RM1,000 first submission for members and RM1,300 for non-members.
• BE in Sabah Business events initiative promoting Sabah as a premier destination for conventions, exhibitions, and meetings in East Malaysia, in partnership with BESarawak and the Sabah International Convention Centre.
• Congress Certification Programme (CCP) Professional certification pathway for congress and convention management professionals, part of MACEOS's education pillar under the I.D.E.A. framework, targeting MICE industry professionals seeking career advancement.
• Exhibition Management Programme (EMP) Professional certification pathway for exhibition management professionals, part of MACEOS's education pillar under the I.D.E.A. framework, targeting exhibition industry practitioners.
• Total Event Management (TEM) Comprehensive certification programme covering total event management competencies, part of MACEOS's education pillar under the I.D.E.A. framework.
• KIND Malaysia A collaborative CSR platform uniting corporations, non-profit organisations, and individuals to champion kindness through meaningful Corporate Social Responsibility initiatives, featuring exhibitions, dialogues, and networking opportunities.
• Sustainability Event Framework (SEF) National guideline framework developed with UiTM to embed sustainability in Malaysia's business events industry, covering eight key sustainability categories including F&B, waste, energy, and travel, for adoption by event organisers and venues.
• Business Events Industry White Paper Data-driven strategic research document developed in partnership with University of Malaya and Universiti Tunku Abdul Rahman to demonstrate economic impact and provide evidence-based recommendations for Malaysia's business events industry.

Quantifiable outcome

• MACEOS members contribute RM 2.5 billion in annual revenue within a broader industry valued at RM 5 billion with assets worth RM 5 billion
• +3 more outcomes

Named customers14 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

Partnerships

30 partnerships are on record, tiered major, core and minor.

• Universiti Teknologi MARA (UiTM)majorStrategic or Co-development Partner · 7 August 2025MACEOS collaborated with UiTM to launch the Sustainability Event Framework (SEF) on 7th August 2025 at EventXpo 2025, Kuala Lumpur Convention Centre. The framework serves as a national guideline to embed sustainability in Malaysia's business events industry across eight key categories.
• Malaysia Convention & Exhibition Bureau (MyCEB)coreStrategic or Co-development Partner · 1 January 2025MACEOS collaborates with MyCEB to position Malaysia as a leading Business Events destination. MACEOS supported MyCEB's Malaysia Pavilion at IMEX Frankfurt 2025 (13th participation since 2011). The partnership includes joint marketing activities, delegate recruitment, and industry advocacy at international platforms.
• Business Events Sarawak (BESarawak)coreStrategic or Co-development Partner · 1 January 2025MACEOS partners with BESarawak on initiatives including LEGACY360 forum (Southeast Asia's first forum championing business event legacies), AI.LEGACY Intelligent Impact Management System (developed with UNIMAS), and Borneo Inspires Legacy Awards (BILA). BESarawak CEO Amelia Roziman participates in MACEOS events and advocacy initiatives.
• University of Malaya (UM)majorStrategic or Co-development Partner · 1 January 2025MACEOS is working in partnership with University of Malaya (alongside UTAR) for the Business Events Industry White Paper. The research phase spans six months and includes primary data collection, market and impact analysis, and policy review.
• Universiti Tunku Abdul Rahman (UTAR)majorStrategic or Co-development Partner · 1 January 2025MACEOS is working in partnership with UTAR (alongside UM) for the Business Events Industry White Paper. Research partners ensure methodological rigour and academic credibility for the industry's evidence-based advocacy.
• Tourism SelangormajorStrategic or Co-development PartnerMACEOS collaborates with Tourism Selangor to promote business events in Selangor as part of Visit Selangor 2025. The state government allocated RM 8 million for initiatives including over 60 events. MACEOS supports industry engagement and networking through this partnership.
• UFI (The Global Association of the Exhibition Industry)coreOthersMACEOS maintains a global affiliation with UFI, the global association for the exhibition industry. This affiliation provides access to international standards, research, benchmarking data, and networking opportunities with exhibition associations worldwide.
• ICCA (International Congress and Convention Association)coreOthersMACEOS maintains a global affiliation with ICCA, the International Congress and Convention Association. ICCA data is referenced by MACEOS for industry benchmarking (e.g., Malaysia ranked 33rd globally, 9th in Asia Pacific in 2023).
• IAEE (International Association of Exhibitions and Events)majorOthersMACEOS maintains affiliation with IAEE, connecting Malaysian exhibition professionals with international standards, certification programmes, and industry resources.
• IELA (International Exhibition Logistics Associates)minorOthersMACEOS maintains affiliation with IELA for exhibition logistics and freight forwarding industry standards and resources.
• AFECA (Asian Federation of Exhibition and Exhibition Associations)majorOthersMACEOS maintains affiliation with AFECA. Dato' Vincent Lim, MACEOS Honorary President, serves as President of AFECA, strengthening the regional network between MACEOS and Asian exhibition associations.
• IEIA (Indian Exhibition Industry Association)minorOthersMACEOS maintains affiliation with IEIA, connecting Malaysian industry professionals with the Indian exhibition market and standards.
• JCMA (Japan Convention Facilities Association)minorOthersMACEOS maintains affiliation with JCMA for knowledge sharing on convention facility management practices.
• MECA (Myanmar Exhibition Companies Association)minorOthersMACEOS maintains affiliation with MECA for regional exhibition industry networking in Southeast Asia.
• PACEOS (Philippine Association of Convention/Exhibition Organisers and Suppliers)minorOthersMACEOS maintains affiliation with PACEOS for regional industry collaboration in the Philippines market.
• SACEOS (Singapore Association of Convention and Exhibition Organisers and Suppliers)minorOthersMACEOS maintains affiliation with SACEOS for Singapore-Malaysia bilateral industry cooperation and knowledge sharing.
• TICA (Thailand Incentive and Convention Association)minorOthersMACEOS maintains affiliation with TICA for Thailand-Malaysia incentive and convention industry collaboration.
• TEA (Thailand Exhibition Association)minorOthersMACEOS maintains affiliation with TEA for Thailand-Malaysia exhibition industry cooperation.
• RUEF (Russia Union of Exhibitions and Fairs)minorOthersMACEOS maintains affiliation with RUEF for exhibition industry networking and knowledge sharing.
• ACCIM (Asian Confederation of Commerce and Industry Malaysia)minorOthersMACEOS maintains affiliation with ACCIM for national commercial and industrial networking.
• TECA (Trade and Exhibition Centre Asia)minorOthersMACEOS maintains affiliation with TECA for trade and exhibition industry networking across Asia.
• KMA (Korean Mice Association)minorOthersMACEOS maintains affiliation with KMA for Korea-Malaysia MICE industry cooperation.
• BECM (Business Events Council Malaysia)minorOthersMACEOS maintains affiliation with BECM for national business events industry coordination.
• Sarawak Chamber of CommerceminorOthersMACEOS maintains affiliation with Sarawak Chamber of Commerce for East Malaysia business events networking.
• ASPERAPI (Persatuan Pameran Pertunjukan Perak)minorOthersMACEOS maintains affiliation with ASPERAPI for exhibition industry representation in Perak, Malaysia.
• Penang Convention & Exhibition Bureau (PCEB)majorStrategic or Co-development PartnerMACEOS partners with PCEB to promote Penang as a business events destination. PCEB is part of the Malaysia's Subregion Strategy (IMT-GT), highlighting opportunities in northern cities closer to Sumatra and southern Thailand.
• Sabah Convention Bureau (SCB)majorStrategic or Co-development PartnerMACEOS partners with SCB for business events promotion in Sabah. SCB is central to the BIMP-EAGA subregion strategy connecting Sabah with Brunei, Indonesia (Kalimantan and Sulawesi), and the Philippines.
• Ministry of Tourism, Arts, and Culture MalaysiacoreGTM or Marketing PartnerMACEOS works with the Ministry of Tourism, Arts, and Culture under the National Agenda. VM2026 (Visit Malaysia 2026) campaign was launched with PM Anwar Ibrahim, positioning business events as a pillar of national development. MACEOS advocates for policy support and infrastructure investment through this relationship.
• Universiti Malaysia Sarawak (UNIMAS)majorStrategic or Co-development PartnerUNIMAS partnered with BESarawak to develop AI.LEGACY, the world's first AI-powered system for monitoring, measuring, and reporting business event legacies. MACEOS supports this initiative through BESarawak collaboration, advancing sustainability and legacy measurement in Malaysia's business events.
• GainingEdgeminorStrategic or Co-development PartnerGainingEdge contributed knowledge on legacies around the world at LEGACY360 forum. Jane Vong-Holmes, Senior Manager – Asia of GainingEdge, shared insights on talent recruitment and retention as aspects of sustainability at the forum.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• TICA (Thailand Incentive and Convention Association): Thailand's national MICE association with overlapping mandate on incentive travel, conventions, and exhibitions. MACEOS maintains an active affiliation with TICA, making it a directly comparable national trade body in a competing regional destination.
• EEAA (Exhibition and Event Association of Australasia): Peak industry body for exhibitions and events in Australasia, providing a directly comparable membership, advocacy, awards (AEEA Awards) and professional development model to MACEOS in Malaysia.
• SACEOS (Singapore Association of Convention and Exhibition Organisers and Suppliers): Direct national-industry-association peer: SACEOS plays the same role for Singapore's business events ecosystem that MACEOS plays for Malaysia's, with overlapping membership categories (organisers, suppliers, venues) and similar advocacy, certification and event mandates.
• AEO (Association of Event Organisers): UK trade association for exhibition and event organisers; structurally identical to MACEOS in mandate (organiser and supplier representation, awards, industry data) and a useful comparator for what a mature national MICE association can scale into.
• PACEOS (Philippine Association of Convention/Exhibition Organisers and Suppliers): Direct regional peer association for the Philippines MICE industry; MACEOS and PACEOS are already linked via cross-affiliation and serve identical functions — national industry representation, professional standards, and event advocacy — in adjacent ASEAN markets.
• SISO (Society of Independent Show Organizers): Global association for independent exhibition organisers, with a similar remit of supporting organiser and supplier members through advocacy, research, and education — a direct peer in function even if more US-centric in membership.
• TEA (Thailand Exhibition Association): Direct national peer for Thailand's exhibition industry, focused on exhibition organisers, venue operators and suppliers — the same member categories MACEOS serves in Malaysia.

Broad incumbents

• ICCA (International Congress and Convention Association): Global association for international meetings and congresses; MACEOS references ICCA data (e.g., Malaysia's 33rd global ranking) and maintains affiliation. ICCA is the international standard-setter whose national rankings and benchmarks MACEOS uses to position Malaysia.
• UFI (The Global Association of the Exhibition Industry): Global umbrella association for the exhibition industry; MACEOS is a UFI-affiliated national member. UFI sets global standards, research and benchmarking that MACEOS adapts locally, making it the broad incumbent counterpart to MACEOS's narrower national scope.
• AFECA (Asian Federation of Exhibition and Exhibition Associations): Regional federation of Asian national exhibition associations; MACEOS is a member and its Honorary President currently chairs AFECA. AFECA is the natural regional peer body whose scope and programmes (awards, training, advocacy) mirror and aggregate MACEOS's mandate at an Asia-wide level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@maceossecretariat
• Facebookfacebook.com/maceos.idea
• LinkedInlinkedin.com/company/maceos

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 MACEOS