#SHOWBIZ: When business becomes a reason to travel
FOR all the talk of conferences, exhibitions and corporate meetings, some of the most important business can happen away from the ballroom.
In the world of business, face-to-face meetings continue to play a crucial role, even as virtual communication becomes more prevalent. This is particularly true for Malaysia, which has emerged as an attractive destination for international business events. According to the Malaysia Convention and Exhibition Bureau (MyCEB), the country hosted 393 business events in 2025, generating an estimated RM4.07 billion in economic impact from international delegates.
This trend has continued into 2026, with 416 international business events secured by MyCEB for the next few years, projected to generate a further RM3.98 billion in economic impact.
The appeal of Malaysia lies in its strategic location, offering easy access to major markets in Southeast Asia and the Asia-Pacific region. The country's well-developed air links, transport networks, hotels, and convention facilities make it a convenient choice for event organizers. Additionally, Malaysia offers competitive pricing compared to some other business destinations in the region, including comprehensive convention facilities, accommodation, food, and transport options.
However, the success of business events in Malaysia extends beyond the venue itself. Sarah Yap, sales manager and head of tours at YES Travel and Holidays, highlights that companies are increasingly focusing on creating meaningful experiences that strengthen teams, recognize performance, and provide opportunities for employees to connect outside the workplace.
These informal interactions, such as conversations over meals or chance meetings at exhibitions, can have a significant economic impact on various sectors, including restaurants, transport operators, event companies, technology providers, retailers, and professional services firms.
While technology has made it easier for people to attend meetings remotely, the value of being in the same room cannot be underestimated. Companies are now more deliberate about the purpose behind bringing people together, focusing on leadership alignment, employee recognition, team building, client relationships, and collaboration. Incentive travel, which combines performance recognition with a destination experience, has become a particularly valuable tool for organizations.
Looking ahead, Malaysia faces the challenge of not only attracting more events but also ensuring that the experience meets the expectations of organizers and delegates. Service standards, sustainability, digital technology, and the overall visitor experience are becoming increasingly important considerations. As the sector continues to grow, Malaysia's ability to compete for international business events is supported by its robust infrastructure, quality venues, and a growing pipeline of potential events.
For travelers, this growing presence of business events contributes to the country's tourism ecosystem, benefiting various sectors through increased hotel bookings, restaurant visits, transport use, and leisure time.
Written by urgent.news from New Straits Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
