The State of Sarawak is establishing a new convention and incentive travel destination marketing agency – the Sarawak Convention Bureau (SCB). The Bureau’s Board of Directors will be chaired by…
The State of Sarawak is establishing a new convention and incentive travel destination marketing agency – the Sarawak Convention Bureau (SCB). The Bureau’s Board of Directors will be chaired by Datuk Dr. Leo Michael Toyad.
The decision coincides with the decision to build a Convention and Exhibition Centre in Kuching which will have a capacity of up to 1.500 delegates and over 30.000 square meters of gross floor space.
“The formation of the bureau and investment in new infrastructure is indicative of the Sarawak Government’s commitment to attract a greater share of the lucrative meetings business in a fiercely competitive marketplace.” said Mrs. Jill Henry, the Bureau’s newly appointed Chief Executive Officer.
“To achieve increased business a systematic and targeted approach will be necessary and the bureau is committed to using cutting edge technology in identifying national, regional and global convention and incentive business opportunities through a proven database research and qualifying program.”
“The SCB will focus very strongly on attracting those conventions, meetings and exhibitions which have relevance to Sarawak’s economic and social agenda. To achieve this we will be looking to the broader business community as well as Government Departments and Agencies to bring to the Bureau’s attention those events for which we can present professional and competitive bids,” added Mrs. Henry.
“Convention delegates spend up to three times more than the average leisure visitors while visiting their chosen convention destination. They also bring opportunities for developmental, investment and joint venture opportunities in future years.”
“The SCB is seen as essential to the States future in the convention market because of the very specialized strategic and tactical approach required which is totally different to that required in attracting the leisure visitor.”
“Underpinning the destination marketing effort of the SCB will be the unique attractions that Sarawak is renowned for and to this extent the SCB will work very closely with the successful Sarawak Tourism Board. In addition a good working relationship with Malaysia’s National Tourism Organisation (NTO) – Tourism Malaysia and the national carrier Malaysia Airlines will be high on the SCB’s agenda.”
“Whilst the first priority of the meeting, exhibition, and event planner is to ensure the destination has the infrastructure and services essential to achieving a successful business outcome, the attractiveness of the destination plays a strong role in maximizing the number of delegates and buyers who attend these activities.”
“There is increasing evidence worldwide that many delegates to conventions return to the destination within five years as leisure visitors,” concluded Mrs. Henry.
The formation of the Sarawak Convention Bureau has been carried out through the consultancy of David Hall & Associates (DHA) of Adelaide Australia. Mr. David Hall the principal senior partner brought over thirty years convention bureau experience to the SCB assignment.
In addition to holding Convention Bureau CEO positions in Australia and New Zealand, Mr. Hall has overseen the establishment of bureaux in Indonesia, Turkey and South Africa whilst he is in frequent demand in and advising existing bureaux and other MICE interests on their destination marketing requirements. He is a frequent speaker at seminars and educational programmes throughout Asia and Europe. Mr. Hall is a Past President of the Association of Australian Convention Bureaux (AACB) and a past Board Member of the Asian Association of Convention and Visitor Bureaux, the International Association of Convention and Visitor Bureaux and also the International Congress and Convention Association (ICCA).
David Hall said “the Sarawak Government is to be congratulated not just on their decision and recognition of the need for a Convention Bureau but also their vision in committing to the construction of a purpose built convention and exhibition center for Sarawak.”
“The SCB will initially employ some ten staff with one Sales Executive located in Kuala Lumpur. With the major market being the National (Malaysian) Association and Corporate markets, many of whom are headquartered in the national capital so it is important said Mr. Hall that continuous contact and servicing be maintained and offered in K.L.”
“Convention and exhibition business is long time in materializing” Mr. Hall stated. “National business often takes two or three years from the time the prospect is identified to when it is staged. International Associations have an even longer materialization factor with three to seven years.”
It was important Mr. Hall said for the Sarawak business community to know that it is not the role of Convention Bureaux to organize conventions, meeting, exhibitions, and events; that this was very much the commercial opportunity offered to local enterprises such as Professional Conference Organisers (PCO’s) together with the essential facilities of meeting venues, hotels, airlines, ground transport and inbound tour operators.
“Convention Bureaux are essentially ‘destination marketing organisations’ with a responsibility for researching, qualifying and bidding for those conventions, meetings, exhibitions and events which have the potential to meet in their destination through the process of preparing and presenting formal bids and supporting the local Association or Corporate interest. Subject of course, to the capability of the destination in terms of the products and services it can provide,” Mr. Hall stated.
“Although the Sarawak Convention Bureau and indeed the recently announced Sarawak Convention and Exhibition Centre are to be located in Kuching, Mr. Hall said it was important for the SCB to recognize its responsibility was to all of Sarawak, and indeed to all the meeting facilities and services the State of Sarawak has to offer. As with Convention Bureaux worldwide, this must be done in a totally impartial and unbiased manner” said Mr. Hall.
“I am extremely confident,” Mr. Hall commented, “that with these enterprising decisions of the Sarawak Government together with a well resourced professional Convention Bureau, the State will see a quantum increase in meetings business both domestically and internationally coming to the beautiful destination of Sarawak over the next few years.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
