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Malaysia’s knights attract MICE business

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Ambassadors join Malaysia convention bureau program

Kesatria means “knight” in the Malay language. More individuals are joining a successful MICE ambassador program run by the Malaysia Convention and Exhibition Bureau (MyCEB) called Kesatria 1Malaysia. The program, which enlists special representatives of different economic sectors in the country to promote the meetings industry, is helping to take the country closer to its long-term target of growing business tourism arrivals from the current 5% to 8% by 2020.
Launched in 2012, the program began with 17 kesatrias and since then has won around 22 conference leads, translating to at least 46,000 delegate arrivals and RM552 million ($177.7 million) in economic benefits for the country.
Ten more newly knighted appointees in recent weeks come from key sectors such as science and medicine, research and innovation, education and law.
TTG Asia
[photo courtesy Malaysia Tourism]

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