THE Penang Convention and Exhibition Bureau (PCEB) has taken a significant step towards strengthening the state’s business events ecosystem by formalising strategic partnerships with six leading universities and colleges through the signing of Memorandums of Understanding (MoUs).
Held at the Olive Tree Hotel in Bayan Lepas today, the signing ceremony coincided with the BE Associate programme, an industry talent development initiative designed to bridge the gap between academia and industry by providing students with practical exposure, professional knowledge and career opportunities within the business events sector.
The six participating institutions are SENTRAL College Penang, DISTED College, INTI International College Penang, SEGi College Penang, UOW Malaysia KDU Penang University College (Batu Kawan Campus) and Taylor’s University (Lakeside Campus).
PCEB chief executive officer Ashwin Gunasekaran described the collaboration as a long-term commitment to nurturing industry-ready talent while strengthening ties between educational institutions and the business events sector.
“This partnership creates a sustainable framework that bridges academic learning with real-world industry experience.
“Through this collaboration, students will gain greater access to industry-led conferences, forums, workshops, internships and knowledge-sharing sessions, allowing them to engage directly with business events professionals and better understand the evolving demands of the industry.
“Beyond industry exposure, the partnership will also support joint initiatives in talent development, capacity building, professional development and career readiness.
“These efforts are designed to equip students with practical knowledge, industry awareness and professional competencies that complement their academic education,” Ashwin said during his speech at the signing ceremony.
Witnessing the MoU signing was Penang Tourism and Creative Economy Committee chairman Wong Hon Wai, who praised PCEB and the six institutions of higher learning for uniting under a shared vision to develop the state’s future tourism workforce.
“Today’s MoU is more than the signing of an agreement. It represents a commitment to investing in the future of Penang’s tourism industry through talent development.
“When we talk about tourism, we often focus on visitor arrivals, iconic attractions and international events. While these are important, they are only part of the story. Behind every successful destination are capable, skilled and passionate people,” Wong said.
He noted that whether it is welcoming delegates to an international convention, organising a world-class exhibition or delivering memorable visitor experiences, it is people who ultimately shape a destination’s quality and global reputation.
Highlighting the growing importance of the business events industry, Wong described it as one of the highest-value segments of tourism, generating widespread economic benefits across multiple sectors.
“Business events attract quality visitors, create economic opportunities and strengthen Penang’s international profile.
“Every conference, exhibition and corporate meeting creates a ripple effect that benefits hotels, restaurants, transport providers, creative industries, event organisers and local businesses.
“As the industry continues to expand, our investment in talent must grow alongside it. That is why today’s partnership is both timely and strategic,” he said.
Wong added that the collaboration between government, industry and academia would create a stronger talent ecosystem by equipping students with valuable industry exposure, hands-on experience and the skills needed to thrive in an increasingly competitive global landscape.
“This initiative is not simply about preparing graduates for employment. It is about nurturing future leaders who will shape the next chapter of Penang’s business events industry. We need graduates with diverse talents rather than graduates of a single dimension,” he said.
He also expressed his appreciation to the six academic institutions for embracing the shared vision of cultivating the next generation of industry professionals.
“To PCEB, congratulations on this forward-looking initiative. Your commitment to strengthening partnerships between academia and industry demonstrates that Penang is not only investing in today’s success, but is also preparing for tomorrow’s opportunities.
“May today’s signing mark the beginning of a long-term collaboration that strengthens our talent pipeline, enhances our tourism industry and further reinforces Penang’s position as one of Asia’s leading business events destinations,” he said.
Also present at the ceremony were Pengkalan Kota assemblyman Wong Yuee Harng; UOW Malaysia KDU Penang University College vice-chancellor Prof Dr Chong Beng Keok; Taylor’s University School of Hospitality, Tourism and Events head Associate Professor Dr Kandappan Balasubramanian; SENTRAL College Penang deputy principal Tan Peng Hooi; SEGi College Penang principal Dr Leong Mi-Chelle; INTI International College Penang chief executive officer Hemalatha Murugiah; and DISTED College president Datuk Lim Si Boon.
Story by Riadz Akmal
Pix by Muhammad Iqbal Hamdan