THE 10th edition of BE@Penang will bring together business events professionals, industry players and the next generation of talents to explore new opportunities and shape the future of the business events industry.
Organised by the Penang Convention and Exhibition Bureau (PCEB), the two-day conference will be held at Setia SPICE Convention Centre from Dec 10 to 11, under the theme “BE The Multiverse”.
The event aims to encourage collaboration and knowledge-sharing among multinational corporations, industry associations, professional conference organisers, destination management companies, tourism organisations, academic institutions and the wider corporate community.
PCEB chief executive officer Ashwin Gunasekeran said this year’s edition was particularly meaningful as it coincided with the bureau’s 10th anniversary.
“Over the years, BE@Penang has served as a platform for industry professionals to exchange knowledge, build relationships and discuss developments shaping our sector.
“As the industry evolves, we believe this platform must continue to evolve with it, bringing fresh perspectives and creating opportunities for meaningful engagement across the business events community,” he said during a press conference at Penang Marriott Hotel today.
Ashwin said the theme reflected the belief that the future of business events could not be viewed through a single perspective, but was shaped by technology, creativity, human connections, sustainability and ideas from different industries.
He said one of the highlights would be the keynote programme featuring Hari and Sam, co-founders of New Zealand’s Star Safari Observatory.
Hari is an astrobiologist, TEDx speaker and former NASA Ames intern, while Sam is an astrophysicist and former Air Force pilot.
Their involvement, Ashwin said, would bring fresh perspectives through their work in astronomy, science education and storytelling.
He added that the business events industry must continue adapting to technological advancements, particularly artificial intelligence (AI), which was transforming how events were planned, audiences understood and experiences personalised.
“At the same time, technology alone is not enough. Human creativity, critical thinking, meaningful engagement and the ability to build relationships remain essential.
“For our industry to remain competitive, we must be willing to learn, adapt and embrace new ways of working,” he said.
Ashwin also stressed the importance of attracting younger talents to the business events ecosystem, saying the conference would provide students and young professionals with opportunities to understand industry developments and explore potential career pathways.
He said bringing different generations and disciplines together would encourage collaboration, innovation and growth.
Meanwhile, state Tourism and Creative Economy Committee chairman Wong Hon Wai said business events played an important role in bringing people together, facilitating knowledge exchange and creating opportunities for long-term partnerships.
He said the industry also generated economic benefits for Penang by supporting hotels, event venues, transport providers, restaurants and other businesses across the tourism and services sectors.
“Beyond the events themselves, they generate economic benefits for Penang by supporting our hotels, venues, transport providers, restaurants and other businesses across the tourism and services sectors.
“They also provide opportunities for our local industries to engage with international markets, exchange expertise and establish new collaborations,” he said.
Wong said platforms such as BE@Penang were important in helping industry players understand emerging trends, strengthen professional networks and remain competitive amid changing business needs.
He also encouraged greater participation from students and young professionals, noting that they were an important part of the industry’s future.
“By bringing experienced professionals and emerging talents together, BE@Penang can help bridge the gap between education and industry while encouraging more young people to explore careers in business events and related fields,” he said.
Wong added that Penang’s strength lay in its ability to bring people, industries and ideas together, while continued investment in knowledge-sharing, industry engagement and talent development would help build a stronger business events ecosystem.
BE@Penang 2026 is open to business events professionals, corporate representatives, associations, academics, students and members of the public interested in the future of the industry.
Registration is now open through PCEB’s official website.
Story by Kevin Vimal
Pix by Siew Chia En