Malaysia - The Rise of Mice

Charmaine Fernz & Sheetal Wadhwa Munshaw give you an insight into Malaysia's MICE offerings

Taking 'MICE Planner', our guide to planning MICE (June issue), one step ahead; we're now showcasing one of South East Asia's fastest growing MICE destinations - Malaysia. And we're not the only ones to realise this potential, Bollywood staged its prestigious IIFA awards in the country in 2002, the NAM Summit (Non-Aligned Movement) was held here and this year the entire Indian travel fraternity TAAI (Travel Agents' Association of India) is headed to Malaysia for their annual convention. More than 1,000 travel professionals are expected to attend TAAI this year and a lot of pre and post convention travel is also anticipated.

Needless to say that the country is more than geared to handle these mega events with a sound background of hosting mammoth events such as FoodTech Malaysia, 14th ASEAN Congress Of Cardiology Exhibition And Congress, Malaysian International Gift And Premium etc.

Nothing is impossible for a country that has actually built manmade structures like Petronas Towers, Genting, Sunway Lagoon and won them international acclaim. With a strong economic foundation, Malaysia is constantly building on its wealth of infrastructural facilities. The Multimedia Super Corridor, an IT city in Kuala Lumpur, has been recently constructed and two other world-class convention centres are also underway.

But swanky skyscrapers and hi-tech infrastructure are not the only elements dotting the Malaysian skyline.

True to its slogan 'Malaysia Truly Asia', the country has an essentially cosmopolitan culture and eclectic character. And this diversity is also reflected in its geographic make-up comprising scenic beaches, centuries-old rain forests and virgin islands, making it a very viable incentive destination. If you haven't already caught glimpses in 'Humraaz' and 'Hum Kisi Se Kam Nahin', then watch Abhishek and Ash doing their number in 'Kuch Na Kaho' before you actually make your way there.

Snorkel with the stunning marine life

Wind-surfing in the bewitching blue waters

Relax and rejuvenate amidst picturesque surroundings

Secluded islands await you

Shop till you drop

Kayak in Taman Negara

With a plethora of activities, places and attractions, Malaysia is becoming a very popular incentive destination and has hosted corporate big-wigs like Sansui, Raymond, Star TV, Bajaj Fans, ICICI Prudential, General Motors etc. You could golf by night, snorkel by day, go water rafting or trekking in the rain forest, indulge in island hopping, wind surfing, shopping, partying, driving around the islands or simply basking in the sun along one of the lovely stretches of beach. And all this is just a five-hour flight away. Says P Manoharan, director, Tourism Malaysia, "Being a short-haul destination, most business houses preferred to send their corporates to a closer and affordable destination. This was exactly what Malaysia offered - a reasonably priced destination. This further resulted in significant business travel growth. New destinations were introduced so that business houses could have a change from the regular Kuala Lumpur and Genting to the more unusual Langkawi, Penang, Melaka, Sabah and Sarawak that offer variety in abundance. The next step was hosting events that raised Malaysia’s stature as a popular choice venue in the region for international events. This showed that Malaysia was gearing itself to move quickly to capture a greater share of the international MICE market."

What's even better is that if your company is serious about incentives in Malaysia, Tourism Malaysia will even send you on a round-trip to experience the destination for yourself. "We organise familiarisation trips for corporates, the decision makers that is, because we feel that it is important for the person to experience and know the place so that they are convinced that they are truly rewarding their staff with an 'incentive'," says Madhu Saliankar, marketing manager, Tourism Malaysia.

Tourism Malaysia has in fact launched a 'Meet & Experience' campaign, specifically designed to facilitate corporates with their MICE activities in Malaysia. This campaign will offer organisers world-class MICE products and services. The tourism board also provides added benefits, such as publicity support through their event calendar, hyperlink to their webpage, information dissemination etc. Of course organisers need to meet certain eligibility criteria to avail of these benefits.

What's more is that the destination is not even heavy on your pocket. We know budget is a criterion but don't push the panic button; Malaysia is an attractive package at an attractive price!

Endorses Ravi Shankar, senior manager, leisure travel development -Thomas Cook India Ltd, "Malaysia is a great, value for money, short- haul incentive destination. It has a lot to offer. It’s not just about Kuala Lumpur but also has Langkawi and the entertainment capital of Genting."

Incentives

This aspect of MICE is still undergoing metamorphosis in India. It is gradually moving away from the concept of simply visiting a destination to actually experiencing various facets and activities available. Taking a cue from the changing trend in this segment, SOTC's sports division `Sports Abroad' have launched the Petronas Malaysian Grand Prix travel product so that corporates can feel the thrill of Formula1 closer to home at an affordable price and in the case of incentives, they can actually partake by driving a Formula1 car. This makes an incredible incentive for Formula1 enthusiasts who dedicatedly watch F1 races on big screens in hotels. Explains Frederick Divecha, senior vice-president, SOTC, "Basically, the volumes come from corporate houses which is why each one of the `Sports Abroad’ products have been distributed as incentive products to organisations desiring to reward their dealers, star performers and staff. Corporates today are tired of the same old incentive holiday itineraries and destinations. Anyone can plan a holiday to Australia but plan it around India playing cricket against Australia and the dealers will try their best to qualify."

Testifies Vikas Kapai, director marketing, Hyatt Regency, who attended the F1 in Malaysia, "The biggest advantage of it being held closer to home is the affordability factor, both in terms of time and money and of course the experience is simply exhilarating."

If participating in a F1 race was pegged as an incentive for your team or your dealers, it would certainly accelerate their motivational levels. And the F1 is just one among the many "incentives" that Malaysia has to offer. With an incredible array of destinations, some of which are on the top charts with Indian corporates, while others are yet to be discovered.

Explored Circuits

Among the most popular destinations within Malaysia are undoubtedly Kuala Lumpur, Genting, Langkawi and Penang. Most Indian corporate incentives have been conducted in these regions very successfully. Exclusive in their own right, each of these sport distinguishing features. Kuala Lumpur, the commercial capital, apart from being a sophisticated business city also serves as shopping hub and a great place for entertainment. You could walk through the city's bustling streets, view the city line atop the imposing Petronas Towers, indulge in some cultural sight-seeing and shopping or visit the theme park at Sunway Lagoon. If it holds your interest, explore the host of local souvenir factories manufacturing intriguing products such as pewter and other collectibles, the famous Batik print, crystal and the works. Off the city beat, just an hour’s drive away is the man-made entertainment Mecca - Genting Highlands set 2,000 metres above sea level. If you really want to give your executives a rewarding experience, this is a virtual paradise. No matter what the agenda, be it shopping, gambling, live shows, golf, theme park visits or simply eating your heart out, Genting has it all. For the foodies it's gastronomy galore with a plethora of restaurants offering a variety of cuisines including Indian fare. An exciting option for incentives is the golf by night concept at the Awana Resorts and other properties in Genting. This is also a great team building exercise and teeing off under the stars makes for a very exclusive experience. Taking you to a real high, the Highlands offer a bustling nightlife with casinos, bars and stage shows.

Moving from heady night life to secluded island life in inviting Langkawi. Being a duty-free island, it's a complete shopper’s haven, but the main attraction lies in its water sports. While, the beach offers the ideal backdrop for team bonding, the variety of water sports is perfect for team building. "On a quieter note a round trip of the island or an offshore closed picnic is recommended for incentive groups. And if your group is game for some adventure, you could offer them a sea of activities from snorkelling wherein the entire team can swim side by side with colourful corals and marine life, scuba diving and parasailing. For beach lovers the blue-green waters and the inviting white sands are simply to die for. Off the beaten track, there are hot springs, crocodile farms and even the spectacular bat caves," says Shetu Thanki, a jewellery designer, who recently visited Malaysia.

South of Langkawi is the cultural capital of Penang. The pulau, local term for island, resonates with its multi-ethnic community, its multi-cultural and multi-religious characteristics. Widely known as the ‘Pearl of the Orient’, Penang is one of Asia's most famous islands and is indeed quite exotic. Historic sights and culinary delights would pretty much make up your incentive itinerary. Depending on the interest of your team, Penang has a plethora of excursion opportunities. The island makes for exciting sight-seeing showcasing age-old temples such as Kek Lok Si Temple, which is reportedly the largest Buddhist temple in South East Asia. Of course there are a host of water sports, and in terms of nocturnal entertainment, there is the mobile night market that commences at 6:30 p.m. and continues until 1 a.m. and is a great opportunity for your group to shop and get a glimpse of the island's night culture. Shoppers stay on the look out for electronic goods in the area because you're likely to find them at astonishing prices. Penang is an amalgam of the old and the new - a bustling port, a heritage city and an industrial base. And if you have organised their business sessions in Penang proper, then take the entire team trekking to Penang Hill, a perfect day trip. A constant feature of the island are the year round festivals and delectable cuisine including local hawker foods (available around the clock).

The Unexplored Circuit

Like most countries even Malaysia has some hidden treasures that people may not be familiar with. Taman Negara, for example, remains a select visitor profile's best-kept secret. While most people know that Malaysia is renowned for its age-old rain forests, very few have had the chance to experience it. "Tropical par excellence it is an exotic incentive destination. Options to explore are the famous canopy walk, which provides a view from 30 metres above the ground. It is known as one of the longest canopies in the world. River rafting and kayaking are extremely enthralling. Exclusive night safaris and jungle walks give you exhilarating sightings of the various exotic creatures of the rain forest and make for excellent group activities enhancing interaction amongst colleagues," says Lokesh Mudliar, associate director, Astute Consulting Pvt Ltd.

The journey to the spectacular waterfall called Lata Berkoh, wherein the team is taken in narrow boats passing through the jungles cutting across small rapids is a unique experience on its own. Trekking on the mountain - Gunung Tahan, which is in the middle of the rainforest, is also a good way for the group to pump up the adrenaline. Like most other parts of Malaysia, Taman Negara also boasts some very exotic fare. The night market across the river, held once a week, showcases local cuisine and Malaysian specialties, and is definitely worth a look.

Another great incentive destination is Tioman islands. A beach haven, it is easily accessible from Singapore, about a four hour’s boat ride. With long stretches of pristine white sands, Tioman island offers jungle trekking opportunities, snorkelling, and with crystal clear waters, 30 metres in depth, it’s also a great spot for undersea walks offering spectacular views of marine life. This beach is very special for diving enthusiasts offering spectacular diving opportunities amidst dazzling underwater gardens of coral and fish. Plunging further would lead to stunning underwater caves around neighbouring islands.

Midnight's children would find the city of Johar Bahru quite exciting. Across the creek from Singapore, this city has all the ingredients for an incentive offering pulsating night life, outstanding shopping and an array of good restaurants apart from historical monuments and cultural attractions.

Introducing new stops on their circuit, Thomas Cook has recently explored the terrains of Sabah and Sarawak. Sabah is famous for its national parks, OrangUtan sanctuary and of course islands. Sarawak boasts some extraordinary natural wonders including national parks, caves and endless rivers. However, the big attraction for corporate incentives here is white water rafting - an effective team building formula as all members aboard the raft are in a surf or sink situation and must come through alive and kicking. It’s a great way for people to come together and survive tough situations.

Conventions & Exhibitions

Leading the race in incentive destinations, Malaysia doesn't lag far behind on the conference and convention scene either. A host of significant conferences and conventions are held here annually. Important events include the Malaysia International Furniture Fair (MAFEX), Foodex Asia, International Rubber Glove Exhibition And Conference (Malaysia is the largest producer of surgical gloves), Medical Scientific Exhibition And Conference and many such events.

Malaysia has the expertise, state-of-the-art centres and services to cater to this segment. What sets Malaysia apart from the rest is the fact that it has a sound backing of world-class hotels adjoining the convention centres. The country has an inventory of 1,33,495 hotel rooms spread across 2,031 hotels. The Putra World Trade Centre has the Pan-Pacific and The Legend Hotel adjoining the centre. The Mines Resort has the Palace Of The Golden Horses, Genting has the Genting Hotel, Resort Hotel, First World etc and the Batu Ferrangi beach stretch in Penang is replete with four-star and five-star hotels catering to convention facilities. The country showcases world-class convention centres in snazzy cities and cities that serve as hi-tech convention centres. Among the prominent convention facilities are the Putra World Trade Centre (PWTC), located in the capital of Kuala Lumpur, that has a sprawling 35,000 sq metres of exhibition space. The centre also has integrated sophisticated technology including contemporary telecommunication systems, fibre optic cable systems. The other important centre is The Malaysia International Exhibition And Convention Centre, located at the Mines Resort City, 20 minutes from Kuala Lumpur. However, the most popular in the lot, the Genting International Convention Centre (GICC) has more than 9,847 sq metres of convention and meeting space with nearly 10,000 rooms spread over five hotels in the area. It is the largest convention and meeting venue in Malaysia. Genting, for example, is a one-stop-shop for conventions. It offers all the required infrastructure to host a large convention with a huge seating capacity and a large room inventory to accommodate delegates. Apart from that it has all sorts of entertainment options within its fold to keep delegates occupied even post seminars and business sessions. In fact the afore mentioned TAAI convention is slated to be held in Genting Highlands. Says Gulu Jagtiani, chairman of the convention committee, TAAI "Genting is a great destination to host the TAAI convention, not only because of its commendable infrastructure but also because of the plethora of activities and entertainment the destination provides."

Big on the MICE map is Sunway Pyramid Convention Centre in Petaling Jaya, that can accommodate up to 2,000 delegates in their pillar-free Grand Lagoon Ballroom. Delegates are also entitled to discount coupons for select boutiques at the Pyramid shopping complex as well as an entrance ticket to the Lagoon Theme Park.

Apart from the infrastructure and facilities, Malaysia also offers professional expertise to facilitate your conference or convention needs in the country. This makes the procedure a whole lot easier and cost-effective as you can commission local professional support as against flying down people from India. The country actually has companies termed `Professional Conference Organisers’ or PCOs that specifically cater to your MICE needs. You also have exhibition contractors who would handle the logistics and smooth functioning of a small to large scale exhibition.

Conclusion

Malaysia was once aptly described by Mark Mendes, managing director of Marco Marketing Concepts India Pvt Ltd, as the ‘perfect business-leisure’ destination. The country earlier known as a popular international leisure destination successfully changed that image by hosting major conventions and conferences. It is now widely acknowledged as one of South East Asia’s MICE powerhouses.