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eBOOK_MCA_JANFEB20

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Event Update 20 JAN-FEB 2020 MEETINGS & CONVENTIONS MCMAG-ASIA.COM 4th edition of Malaysia's biggest business events conference sparks ideas for success WORDS BROOKE THIO BE @ Penang 2019: Inspiring greater innovation in Asia's MICE industry I f there were just one message attendees could take away from the BE @ Penang 2019 conference, it would be this: the future of business events lies in the Asia-Pacific region, and industry players must be ready to grab the next wave of opportunities coming our way. "All of us should feel lucky to be here in APAC – it's the most agile and fastest-growing region in the world," said Antonio Codinach, regional business director APAC, Professional Convention Management Association (PCMA). He was one of four panellists gracing the stage for the first session of the two-day event, The Big Picture: Asia Pacific Business Events 2020 & Beyond Outlook. "It goes back to the fundamental question: As service providers, how do we add value or create value for our clients? In Asia Pacific, we have a lot to offer when it comes to talent, expertise, VIPs commemorate the launch of BE @ Penang 2019 and the ICCA Asia Pacific Summit 2019. and cost competitiveness," said Jason Teh, managing director, PICO Malaysia. Such optimism may seem unfounded given the current challenging environment marked by trade wars and economic instability, but the panellists had inspiring takes on how businesses could thrive and stay ahead. "In India for example, there are incentive groups that decided not to go overseas – they stayed within the country, and so domestic businesses actually benefitted," said Prashant Yadav, CEO of Liberty International India. "It's a question of how to reinvent ourselves, and look at new segments," added Mr Yadav, who shared that there were companies who would even hold events in destinations that had just re-emerged from crises. "The mindset is that this is the best time where I can maximise value from my dollar." For an audience focused on measuring event success by numbers, Mr Codinach also emphasised that quality is just as important as quantity: "When attendee numbers for our recent APAC annual conference in Macau did not meet expectations, this gave us the opportunity to think about the kind of event we want to put together. "We adjusted the programme, During the PCMA Workshop, delegates split into groups to discuss how they would apply the "5 Future Trends of Meetings and Events" to their events or venues.

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