Northstar

Destination Penang 30 JAN-FEB 2019 MEETINGS & CONVENTIONS MCMAG-ASIA.COM In 2017, the Malaysian city of Penang was the third largest tourism tax contributor. Despite being a hugely popular tourist destination, the city is still regarded as a second-tier MICE destination in the country. At the BE@Penang conference held in December 2018, PCEB CEO Ashwin Gunasekeran noted that developing and promoting individual cities like Penang as MICE destinations is more crucial than marketing the entire country as a whole. Since business events are held on a rotational basis, it is important for destinations to establish their presence in the region rst to entice planners and delegates alike. In July 2017, Apollo Conferences, the rst Penang-based professional conference organiser (PCO), set up its o ces in Setia SPICE Convention Centre. Last year, Setia SPICE held over 200 events, averaging 75% occupancy. Gunasekeran said he is pleased that Penang has staged a number of large- scale conferences, which would no doubt Setia SPICE Convention Centre. In recent years, however, the state has been punching above its weight. While it is not challenging Kuala Lumpur for the top spot just yet, it is taking great strides to improve its MICE o erings. Leading the o ensive on the marketing and promotion fronts is the Penang Convention & Exhibition Bureau (PCEB), formed in 2016 by the State Government to transform the industry and attract more international delegates. Built in March 2017, Setia SPICE Convention Centre is a 6,500sqm statement of intent by PCEB. With a holding capacity of 13,000 people, the Setia SPICE Convention Centre is now the biggest convention centre in Penang. At last, planners are no longer limited to hotels or the 2,300-capacity Straits Quay Convention Centre. Penang is fast emerging as a fi rst- tier contender in the competitive MICE destination market. WORDS S. S. YOGA Punching above its weight "Developing "Developing and promoting individual cities like Penang as MICE destinations is more crucial than marketing the entire country as a whole." ASHWIN GUNASEKERAN, CEO, PCEB CEO, PCEB FAST FACTS • The total number of meetings in Penang increased from 1,251 in 2016 to 2,511 in 2017 • The meetings generated over RM1 billion (US$240 million) in 2017 — that's a 30% increase from the previous year • Penang's hotels have been keeping busy in 2018, with an occupancy rate of around 80%

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