{
  "id": 6074515,
  "title": "#JOM: When business becomes a reason to travel",
  "url": "https://urgent.news/2026/09/07/jom-when-business-becomes-a-reason-to-travel",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-07T00:00:25.000Z",
  "source": {
    "name": "New Straits Times",
    "slug": "new-straits-times",
    "url": "https://www.nst.com.my/lifestyle/jom/2026/09/1527231/jom-when-business-becomes-reason-travel"
  },
  "original_language": "en",
  "account": "In the world of business, conferences, exhibitions and corporate meetings often take place in ballrooms. However, some of the most significant interactions can occur informally during dinners, coffee breaks, or chance encounters between delegates. This highlights the importance of face-to-face business events, even as virtual meetings and digital communication become more prevalent. Malaysia has been experiencing a surge in international business events, with the country's meetings, incentives, conferences and exhibitions (MICE) sector reporting a strong 2025. The Malaysia Convention and Exhibition Bureau (MyCEB) noted 393 business events, generating an estimated RM4.07 billion in economic impact from international delegates. This trend continued into 2026, with 416 international business events scheduled between 2026 and 2030, projected to bring an economic impact of RM3.98 billion. Malaysia's appeal lies in its strategic location, close to major markets in Southeast Asia and the Asia-Pacific region. The country offers convenient air links, transport networks, hotels, and convention facilities at competitive prices compared to other regional business destinations. Sarah Yap, sales manager and head of tours at YES Travel and Holidays, emphasizes that companies are increasingly focusing on creating experiences that strengthen teams, recognize performance, and provide opportunities for employees to connect outside the workplace. Beyond the formal conference program, these events offer valuable interactions that can have a lasting economic impact. Restaurants, transport operators, event companies, technology providers, retailers, and professional-services firms can all benefit from the arrival of international delegates. Business events also create opportunities for investment, knowledge exchange, and commercial partnerships that extend beyond the event itself. While technology has made it easier to attend meetings remotely, the value of being in the same room cannot be overlooked. 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, in particular, serves a dual purpose by recognizing performance and allowing employees to experience a destination together. Sometimes, the most valuable outcomes of a business trip are the informal conversations and chance meetings that occur beyond the scheduled agenda. These interactions, though difficult to quantify, are increasingly recognized as crucial for assessing the overall value of bringing people together for business events.",
  "summary": "FOR all the talk of conferences, exhibitions and corporate meetings, some of the most important business can happen away from the ballroom.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}