MYCEB launches ‘BE FUELLED-UP’ campaign to attract more international business events to Malaysia

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KUALA LUMPUR, 1 September 2026 – The Malaysia Convention & Exhibition Bureau (MyCEB) has launched the BE Fuelled-Up Campaign, a new support initiative aimed at attracting more international Business Events and strengthening Malaysia’s competitiveness as a preferred destination for meetings, incentives, conventions and exhibitions.

Through collaborations with hotels and convention centres, the campaign provides support for eligible international meetings, conventions and exhibitions to strengthen Malaysia’s competitiveness as a preferred Business Events destination.

The campaign reflects MyCEB’s continued commitment to working closely with industry partners to create a stronger and more compelling proposition for international event organisers to choose Malaysia for their next Business Event.

Under the campaign, MyCEB will support one full-day Daily Conference Package (DCP) for international events taking place for at least 3 days at any of the partner participating hotels or venues. This public-private partnership approach is designed to make Malaysia more attractive and competitive when international organisers select destinations for their events.

Ms. Tan Mei Phing, Chief Executive Officer of MyCEB, said the campaign demonstrates MyCEB’s commitment to supporting the industry and attracting more high-value international events to Malaysia. “BE Fuelled-Up strengthens Malaysia’s proposition in an increasingly competitive Business Events market. By working closely with our industry partners, we want to give international organisers another compelling reason to choose Malaysia for their next event.” 

“More international events mean more delegates, greater visitor expenditure and wider benefits for our hotels, venues, restaurants, transportation, retail and tourism sectors. This is about creating greater value for Malaysia through Business Events,” she added.

The campaign targets international and regional corporate meetings and incentive groups, conventions and association meetings, and trade exhibitions. Eligible applicants include associations, corporate companies, incentive houses, Destination Management Companies (DMCs), Event Management Companies (EMCs) and exhibition organisers. MyCEB aims to attract approximately 10,000 international delegates through the campaign, which is projected to generate an estimated RM146.87 million in economic impact. Through BE Fuelled-Up, MyCEB will continue to work closely with industry partners to strengthen Malaysia’s position as a competitive, accessible and value-driven Business Events destination.

Organisers interested in the BE Fuelled-Up Campaign are encouraged to visit the MyCEB website at www.myceb.com.my for further details on the campaign, eligibility requirements and application process, or contact MyCEB’s Business Development Division for further assistance.