Driving Business Events Growth in APAC – Insights from Industry Leaders
In August 1967, the foreign ministers of Malaysia, Thailand, Singapore, the Philippines, and Indonesia convened in Bangkok to explore the establishment of a regional alliance. This meeting resulted in the Bangkok Declaration, laying the foundation for the Association of Southeast Asian Nations (ASEAN). Over the decades, ASEAN has expanded to 10 member states and maintained steady economic growth of approximately 4% to 5%, solidifying its role as a key player in the global landscape.
Today, ASEAN continues to present promising opportunities, driven by its resilience and adaptability. These strengths play a crucial role in fostering economic and industry growth, particularly in the business events sector. Against this backdrop, industry leaders from Malaysia, Thailand, and Indonesia shared valuable insights on unlocking business events expansion opportunities across the Asia-Pacific (APAC) region.
With East ASEAN emerging as a pivotal market, the discussion highlighted the transformative role of AI-driven innovation, fresh talent development, and a skilled workforce in shaping the industry’s future. Collaboration and adaptability were emphasised as key factors in sustaining growth and ensuring ASEAN remains a competitive hub for business events. Their perspectives underscored the collective efforts propelling APAC’s expanding influence in the global business events landscape.
Regional Synergy, Talent Empowerment & AI Integration
MALAYSIA
Datuk Dr M Gandhi, President of Malaysian Association Of Convention & Exhibition Organisers & Suppliers (MACEOS)
Malaysia’s MICE Industry – Strong Growth & Expansion
Malaysia’s business events sector has not only rebounded but is now surpassing pre-pandemic revenue levels, driven by strong industry momentum. A recent survey indicates a positive hiring trend, with organisers and suppliers planning to expand their workforce by approximately 10% in the coming months to meet rising demand.
One of the industry’s biggest challenges, reflecting its rapid growth, is the capacity limitation of existing venues, particularly in Kuala Lumpur, where many events have already reached full capacity. While this highlights the need for larger event spaces, it also presents an opportunity for expansion. As a result, efforts are underway to lobby the government for the development of larger venues to accommodate growing demand.
Beyond Kuala Lumpur, there is a strategic push to decentralise MICE activities across Malaysia. Sabah has been instrumental in driving growth under strong leadership, while Penang is actively enhancing its MICE landscape through collaboration between the Penang Convention & Exhibition Bureau (PCEB) and industry stakeholders to improve infrastructure and event offerings. Meanwhile, Johor is emerging as a key MICE destination, with plans for a potential new venue near Singapore. These ongoing developments across multiple regions signal a bright future for Malaysia’s MICE industry, ensuring sustained growth and broader regional participation.
AI’s Transformative Role in Business Events
Artificial intelligence (AI) is reshaping the business events landscape, much like how email replaced fax machines. A survey among MACEOS members revealed that 65% have already integrated AI into their business models, particularly in marketing and sales. Recognising its growing significance, MACEOS is actively rolling out AI training programmes, led by its Vice President of Education, to accelerate industry-wide adoption.
While AI’s role on event operations and delivery remains limited, these areas present significant potential for AI-driven innovation. As AI evolves rapidly, the key to successful integration lies in attracting young talent, ensuring organisations remain adaptable and fresh perspectives in this fast-changing landscape.
Expanding ASEAN’s MICE Potential Through Sub-Regional Collaboration
While ASEAN’s major cities such as Bangkok, Jakarta, and Kuala Lumpur dominate the business events landscape, emerging sub-regions like the Greater Mekong Subregion (GMS) and East ASEAN (a market-friendly term for BIMP-EAGA: Brunei, Indonesia, Malaysia, and the Philippines) offer untapped potential. With a combined population of 81 million, East ASEAN presents vast opportunities for business events and tourism while positioning itself as a gateway to international markets.
These sub-regions can serve as strategic entry points, much like how Penang connects to Southern Thailand or how the Singapore-Johor-Iskandar economic corridor facilitates cross-border business. By leveraging their geographic advantages, unique strengths, and regional integration, they can attract investments, tourism, and business events. However, infrastructure connectivity remains a challenge, as seen in limited direct flight routes between East ASEAN cities.
Enhancing connectivity, improving infrastructure, and fostering regional collaboration will be key to unlocking ASEAN’s full MICE potential, driving long-term economic growth and solidifying the region’s position as a global business events hub.
Malaysia’s ASEAN Chairmanship 2025 – A Boost for Business Events
As Malaysia takes over the ASEAN chairmanship in 2025, the business events industry is capitalising on this opportunity by aligning key events with ASEAN meetings. A notable strategy involves distributing meetings across Malaysia, including in Penang, Sarawak, Sabah, and Johor, to ensure broader economic benefits. While the ASEAN Leaders’ Summit remains the highlight, the calendar will also feature senior officials’ meetings, ministerial gatherings, and sector-specific discussions.
A key initiative is the co-location of business events alongside ASEAN ministerial meetings, fostering stronger engagement between industry and government. Beyond hosting high-level meetings, the private sector’s active participation will be crucial in driving meaningful collaboration, reinforcing Malaysia’s role in strengthening ASEAN’s economic and business events landscape.
Kind Malaysia – Infusing Humanity into Business Events
Business events are evolving beyond economic drivers to platforms for social good. Kind Malaysia, an initiative promoting corporate social responsibility (CSR), aims to integrate kindness into business events by connecting corporations with NGOs for long-term collaborations, ensuring that funds and efforts are directed meaningfully. Aligned with ESG principles, Kind Malaysia focuses on sustainability, social impact, and ethical governance. Recognising its value, MACEOS has incorporated the Kind Series into its objectives, encouraging event organisers to embed social responsibility into their conferences and exhibitions.
This year, Kind Malaysia will be co-located with EventXpo at the Kuala Lumpur Convention Centre from 7 to 9 August 2025, providing a dedicated platform for meaningful partnerships. The initiative is also expanding beyond Malaysia, with Kind Borneo set to take place in Kuching this October, and aspirations for Kind Thailand, Kind Indonesia, and even Kind Germany or the Netherlands in the future.
By embedding kindness into business events, the initiative fosters impactful partnerships that drive real change, ensuring NGOs gain the visibility and support they need to continue their invaluable work.
THAILAND
Nooch Homrossukhon, Director of Corporate Image & Communications, Thailand Convention & Exhibition Bureau (TCEB)
Thailand’s MICE Industry – Strong Recovery and Future Growth
Thailand’s MICE industry has demonstrated remarkable resilience, with international visitor numbers surging by over 40% in 2024 compared to the previous year. This strong rebound reflects growing confidence in Thailand as a business events destination. However, despite this significant progress, the industry remains 9% below its record-breaking performance in 2019. As global markets recover at different speeds, Thailand continues to monitor regional trends to maintain its competitive position.
The Thailand Convention and Exhibition Bureau (TCEB) reported a 70% improvement in the economic performance of the MICE sector, contributing 1.67% to the national GDP. Beyond economic impact, Thailand has also advanced in measuring the social benefits of business events, recording an almost 40% improvement in areas such as professional development and broader societal contributions. At the same time, sustainability remains a priority, with ongoing efforts to minimise environmental impact and align with global net-zero carbon initiatives.
Upcoming High-Profile Events
Thailand has secured several major international events for 2025 and 2026, including:
- IDF World Diabetes Congress 2025 (April 2025, 10,000 delegates)
- IEEE PES GTD ASIA 2025 (November 2025)
- IMF-World Bank Annual Meetings (October 2026)
Additionally, Thailand is expanding its MICE footprint beyond Bangkok. Chiang Mai will host the International Public Policy Association (IPPA) Conference in July 2025, while Udon Thani, an emerging MICE hub, will welcome the National Quality Culture event, a testament to Thailand’s commitment to regional MICE development.
With a resilient industry and a strategic focus on growth, Thailand continues to solidify its position as a leading MICE destination in ASEAN and the Asia-Pacific region.
TCEB’s Initiatives in Knowledge Empowerment and Talent Development
The MICE Intelligence and Innovation Department and MICE Capabilities Development Department of TCEB play a pivotal role in advancing Thailand’s business events industry. These departments provide stakeholders with research, insights, and technology tools through the MICE Intelligence and Research Center Portal, helping businesses adopt innovations and enhance efficiency.
To support data-driven decision-making, TCEB is launching the MICE Big Data Platform, an AI-powered tool designed to help stakeholders forecast trends and business potential.
Building a Skilled MICE Workforce
On the talent development front:
- Over 1,500 MICE professionals have been certified through international programs.
- Thailand leads in Certified Event Design (CED) training and has the highest number of Certified Incentive Specialists (CIS) in Asia.
- Industry standards are upheld through certifications like the Thailand MICE Venue Standard (TMVS) and the Thailand Sustainability Standard.
Beyond industry professionals, TCEB also focuses on nurturing future talent by integrating MICE education into universities, vocational schools, and colleges, ensuring a steady pipeline of skilled professionals for the growing industry. These nationwide collaborations reinforce Thailand’s status as a leading MICE destination in the region.
Leveraging Thailand’s Tourism Success for Business Events Growth
Thailand’s renowned hospitality and thriving tourism industry serve as key drivers for its MICE industry growth. The Thailand Convention & Exhibition Bureau (TCEB) strategically leverages the country’s strong leisure tourism sector to enhance its business events industry, capitalising on authentic hospitality, safety, and cultural heritage.
Thailand’s Competitive Edge in MICE
Recognised globally for its world-class facilities and warm hospitality, Thailand consistently earns prestigious awards, reinforcing its leadership in the business events landscape. These include:
- Travel + Leisure’s Destination of the Year 2025
- M&C Asia’s Top Destination for Meetings & Incentive Travel
- Bangkok’s recognition as Asia-Pacific’s Best City for Luxury Travel
Additionally, Bangkok consistently ranks among the top meeting destinations in Asia-Pacific, further strengthening Thailand’s competitive edge. By building on its tourism momentum, TCEB ensures that business events thrive, positioning Thailand as a premier MICE destination in the region.
The Driving Forces Behind BE in Sabah – Commitment, Consistency & Collaboration
The success of BE in Sabah is a testament to dedicated destination marketing and a steadfast commitment to positioning the region as a leading business events hub. Over the past two to three years, continuous efforts have amplified Kota Kinabalu and Sabah’s presence on the international stage, attracting greater recognition and engagement.
For many international delegates, this event provided a first-hand experience of Sabah’s infrastructure, facilities, and renowned hospitality. As they return to their respective countries, their experiences will further reinforce Sabah’s reputation as a premier business events destination.
The event underscored three fundamental pillars essential to successful destination marketing—Commitment, Consistency, and Collaboration:
- Commitment: Strategic efforts were evident, from proactive engagement at International Roadshow to the swift and formal follow-up that strengthened Sabah’s position on the global MICE map.
- Consistency: The ongoing dedication of key stakeholders, including the Sabah International Convention Centre (SICC) and MACEOS Sabah Chapter, has driven substantial growth, nearly doubling participation in just its second edition.
- Collaboration: Strong partnerships within Kota Kinabalu, Sabah, Malaysia, and the wider ASEAN and global MICE community were instrumental in the event’s success. The collective efforts of industry professionals and stakeholders played a crucial role in elevating BE in Sabah to new heights.
With a clear vision and a strategic approach, BE in Sabah continues to flourish, laying a solid foundation for the future of business events in the region.
INDONESIA
Hosea Andreas Runkat, Chairman, Indonesia Exhibition Companies Association (ASPERAPI)
Indonesia’s MICE Industry – A Rising Regional Leader
Indonesia is rapidly solidifying its status as a premier MICE destination, with Bali at the forefront of this transformation. The development of world-class venues with a strong focus on sustainability and economic growth, coupled with government support through visa facilitation, incentives, and subsidies, is propelling the industry forward.
Significant investments in smart cities and digital infrastructure across Jakarta, Bali, and other key locations are enhancing hybrid event capabilities and AI-driven innovations. Indonesia is also emerging as a key player in FinTech and sustainability conferences, reinforcing its leadership in the regional business events landscape. With strong public-private partnerships, digital transformation, and a commitment to innovation, Indonesia is well-positioned to become a dominant force in the Asia-Pacific MICE industry.
Driving Sustainability in Indonesia’s Business Events Industry
Indonesia’s MICE industry is aligning with global sustainability trends, responding to the increasing demand for responsible business practices. As awareness of climate change and environmental responsibility grows, event organisers are integrating green initiatives and eco-friendly venues to promote sustainable event management. By prioritising these efforts, Indonesia is not only enhancing its reputation as a sustainable business events hub but also ensuring long-term industry growth with minimal environmental impact.
MICE Expansion – Opportunities and Challenges
While Indonesia’s business events sector is expanding rapidly, challenges persist, particularly in the availability of venues for large-scale exhibitions. As China’s market expands overseas, competition in the Asia-Pacific MICE industry is intensifying. To capitalise on emerging opportunities, sustained government and corporate support will be critical in attracting international participants and driving business events growth.
Indonesia’s large population of over 280 million offers a significant market potential, especially in the post-pandemic recovery phase. The growing adoption of hybrid events further enhances business expansion prospects. Despite competitive pressures, Indonesia remains committed to strengthening its position as a top-tier MICE destination in the region.
The Impact of the Nusantara Capital Relocation
Indonesia’s decision to relocate its capital to Nusantara in Kalimantan has sparked discussions about its impact on Jakarta’s MICE industry. While some government-related events will shift to the new capital, Jakarta will remain a dominant commercial hub, particularly for exhibitions, which constitute the majority of its MICE sector.
Government-driven conferences account for only about 20% of Jakarta’s MICE activities. With exhibitions continuing to thrive, the overall impact of the relocation is expected to be minimal. The transition, projected to take three to five years, presents an opportunity for Jakarta to reposition itself as a global MICE hub. As political activities move to Nusantara, Jakarta can focus on strengthening its role as an international exhibition and business events powerhouse, benefiting from reduced regulatory complexities and greater business flexibility.
KEY TAKEAWAYS
Driving Business Events Growth in APAC – Insights from Industry Leaders
ASEAN’s resilience and adaptability continue to fuel economic and industry growth, with business events playing a pivotal role. Industry leaders from Malaysia, Thailand, and Indonesia shared key insights on expanding business events in the Asia-Pacific (APAC) region.
Malaysia : The MICE sector is exceeding pre-pandemic revenue levels, prompting calls for larger venues. AI adoption is transforming marketing and operations, while regional collaboration—especially in East ASEAN—presents new growth opportunities. With Malaysia’s ASEAN Chairmanship in 2025, business events will align closely with ASEAN meetings. Initiatives like Kind Malaysia are also integrating social impact into the industry.
Thailand : The MICE industry is rebounding strongly, with international visitor numbers rising by 40%. The Thailand Convention & Exhibition Bureau (TCEB) is leveraging AI, big data, and talent development to enhance competitiveness. Major upcoming events and the expansion of MICE beyond Bangkok further position Thailand as a regional leader.
Indonesia : Indonesia is emerging as a key MICE destination, with Bali leading sustainable and tech-driven event innovation. Government support and infrastructure investments are accelerating growth, though venue limitations and regional competition remain challenges. The relocation of the capital to Nusantara is expected to have minimal impact on Jakarta’s exhibition industry.
Across APAC, AI, regional collaboration, and sustainable initiatives are driving business events forward, solidifying ASEAN’s role as a global MICE hub.
1 Comments
Terrific reading these highlights from the session at #BEinSABAH. Good recap on how East ASEAN is progressing its offering and leading the charge in innovation. Also appreciate reading Thailands leading role in capacity building and having the leading number of CED -Certified Event Designers in the region. We encourage more than to take the Event Designers Certificate Program and thank team @SICC in Sabah for taking the initiative to host EDC Level 3 Cohort 56 in Kota Kinabalu in Feb 2025.