Embattled Penang business events sector set for revival efforts

GEORGE TOWN – Travel restrictions due to the pandemic has almost decimated Penang’s business events industry.

The state only managed to hold 156 events with 19,283 delegates, a far cry from the 3,762 events and 339,730 delegates in 2019.

Despite the drop in numbers, Chief Minister Chow Kon Yeow said the state and Penang Convention and Exhibition Bureau (PCEB) have not given up.

“We are not giving up yet, we will continue to prepare our grounds and the current challenges while hoping for the best. While upholding the necessary SOPs (standard operating procedures), the industry has continued to be innovative to attract businesses and keep the industry in survival mode.”

The state is poised to move forward with the Penang Next Normal Strategy, which consists of strengthening the ecosystem, coordinating the ecosystem to the changes of the 21st century and building resilience against future crises.

Penang exco for tourism and creative economy Yeoh Soon Hin said the council is working with PCEB to jumpstart business tourism and ensure sustainability and resilience.

“Because of this, Penang achieved a total of 156 events with 19,283 delegates for the year 2020, which garnered an estimated economic impact (EEI) of RM66 million. Through the events, our hotels and accommodation still managed to record a total of more than 44,044 room nights.

“The EEI contributed by the business events industry shows its importance in a healthy build-up for the state’s economy, which will also lead to a continuous positive impression for Malaysia in the global arena.”

Yeoh says the executive council is currently reviewing and improving domestic travel and attracting more domestic events with the Penang Tourism Rejuvenation Plan and Penang Responsible Tourism campaign.

PCEB chief executive Ashwin Gunasekeran said despite a challenging year, the numbers demonstrate the potential the business events industry has to recover.

“It is through our persistence, positive attitude and various collaborations that we have been able to grow and continue to build the confidence for events to be held in Penang.

“Through these numbers, it is also exciting to show and emphasise how business events will be one of the first few industries to recover from this pandemic and move the economy for both the state and the country.

“We have also rolled out the Enhanced Privilege Penang 2021-2023 (programme), which includes further curation of PCEB’s support with a lower minimum number of delegates, starting at 20 persons.”

He also said that though meetings are done virtually, there have been many positive responses from potential clients who are considering Penang as their next event destination.

“The pandemic called for quick action where together with the state government, PCEB established a Business Events Penang Recovery Task Force consisting of 29 industry partners from six main sectors. We then started to work on next-normal guidelines for business events in Penang.

“Through this initiative of combined efforts in working on the SOPs, the industry managed to establish a united voice in carrying out the rejuvenation plan together. The guidelines mark the very first publication in Malaysia dedicated to assisting the business events industry to open safely for both organisers and our industry partners.

“The first edition of these comprehensive guidelines was launched at Setia SPICE Convention Centre, which was the first event to be carried out since the MCO was enforced. The launch was also the first event held in accordance with the published guidelines, and was attended by 140 guests,” said Ashwin. – The Vibes, May 13, 2021