PENANG hosted 3,391 business events last year, attracting more than 450,000 delegates and generating hotel stay of over 800,000 nights.
Chief Minister Chow Kon Yeow said the sector contributed an estimated RM1.91bil in economic impact.
With global tourism facing uncertainties due to geopolitical tensions that might disrupt travel patterns, he said business events drew purpose-driven travellers and provided greater economic stability.
“Delegates come with clear objectives – for meetings, conferences and exhibitions – and often extend their stay.
“These are not just numbers. They translate into jobs, business opportunities and growth across various sectors, from hotels to small businesses.
“When business events grow, the economy grows too.
“This helps sustain our tourism industry during challenging times,” he said at the launch of the BE Associate Programme, a first-of-its-kind initiative in Malaysia aimed at preparing young talent for the business events industry.
The initiative, spearheaded by Penang Convention & Exhibition Bureau (PCEB), connects students with industry players by offering hands-on experience, mentorship and exposure to the business events ecosystem.
Chow said the programme equipped students with real-world exposure and industry-relevant skills, helping them navigate an evolving job market.
“It allows young people to learn how the industry works from the inside.
“It builds confidence, adaptability and readiness for future careers,” he was quoted by Buletin Mutiara as saying at the launch in George Town.
Chow also highlighted the need to accelerate talent development, noting that job demands were changing rapidly.
He encouraged a shift in mindset, saying adaptability and the ability to acquire diverse skills are increasingly valuable in today’s workforce.
“Programmes like this help bridge the gap between what is taught in classrooms and what the industry needs,” he said.
Chow urged participating students to make full use of the opportunity and thanked industry partners for mentoring the next generation.
PCEB chief executive officer Ashwin Gunasekeran said the BE Associate Programme included a digital ecosystem connecting students with industry leaders, creating pathways to internships, employment opportunities and professional development.
“Participants will develop competencies in event planning, risk management, venue and financial coordination, marketing strategies, and the adoption of innovative practices.
“This holistic approach ensures graduates are not only technically equipped, but also capable of strategic thinking and problem-solving in live event settings,” said Ashwin.
Also present at the launch were Pengkalan Kota assemblyman Wong Yuee Harng, Komtar assemblyman Teh Lai Heng, Bagan Dalam assemblyman Kumaran Krishnan, PCEB director and Malaysian Association of Hotels vice-president Datuk Khoo Boo Lim, Chief Minister Incorporated general manager Datin Bharathi Suppiah, as well as lecturers and students from various colleges and universities.
