This EPP is focused on raising Malaysia’s attractiveness as a destination for international events. This initiative is led by the Malaysia Convention and Exhibition Bureau (MyCEB), which has established a dedicated Malaysia Major Events Unit (MME) to identify and bid for international events to be hosted in the country. MME also works with local players to develop and grow local events and cluster smaller events around major events to raise visit numbers and spend.
- In 2014, MME supported 47 arts/lifestyle, entertainment and sports events, up from 32 events in 2013. International attendees rose 14.1% from 97,211 in 2013 to 110,899 during the year.
- Malaysia also hosted the 2014 Ironman challenge in Langkawi, touted as the world’s most arduous single-day endurance test. A total of 1,209 competitors from 56 countries participated in the race.
- MotoGP recorded its highest number of spectators in 2014, at 81,896 people, with international attendees contributing 25%.