PENANG has taken a significant step in strengthening its business events industry with the launch of the BE Associate Programme, a first-of-its-kind initiative in Malaysia aimed at preparing young talent for the sector.
Chief Minister Chow Kon Yeow said the programme reflects the state’s commitment to equipping students with real-world exposure and industry-relevant skills, enabling them to better navigate an evolving job landscape.
“The BE Associate Programme is about giving our young people the opportunity to learn how the industry works from the inside. It builds confidence, adaptability and readiness for future careers,” he said at the launch held at St Giles Wembley Hotel today.
The initiative, spearheaded by the Penang Convention & Exhibition Bureau (PCEB), connects students with industry players, offering hands-on experience, mentorship and insights into the business events ecosystem.
Chow noted that the programme comes at a crucial time, as the sector continues to play a growing role in Penang’s economy. In 2025 alone, the state hosted 3,391 business events, attracting over 450,000 delegates and generating more than 800,000 room nights, contributing an estimated RM1.91 billion in economic impact.
“These are not just numbers. They translate into jobs, business opportunities and growth across various sectors, from hotels to small enterprises. When business events grow, the economy grows together,” he said.
Despite the strong performance, Chow acknowledged that global tourism faces uncertainties due to geopolitical tensions, which may affect travel patterns. In this context, he emphasised the importance of business events, which attract purpose-driven travellers and provide greater economic stability.
“Delegates come with clear objectives — for meetings, conferences and exhibitions — and often extend their stay. This helps sustain our tourism industry during challenging times,” he added.
Chow also highlighted the need to accelerate talent development, noting that job demands are rapidly changing. He encouraged a shift in mindset, saying that adaptability and the ability to acquire diverse skills are increasingly valuable in today’s workforce.
“Programmes like this help bridge the gap between what is taught in classrooms and what the industry needs,” he said.
At the same time, he called for stronger coordination at the national level to support tourism growth, particularly in conjunction with Visit Malaysia Year 2026.
The BE Associate Programme is expected to benefit both students and industry players by building a sustainable talent pipeline while fostering closer collaboration between the public and private sectors.
Chow urged participating students to make full use of the opportunity, while expressing appreciation to industry partners for their role in mentoring the next generation.
“Penang’s progress has always been driven by its people. This programme ensures we continue to build on that strength in a practical and meaningful way,” he said.
PCEB chief executive officer Ashwin Gunasekeran said the BE Associate Programme also integrates a digital ecosystem that connects students with industry leaders, opening pathways to internships, employment opportunities and professional development.
“Participants will develop competencies across key areas of the business events industry, including event planning, risk management, venue and financial coordination, marketing strategies, and the adoption of innovative practices.
“This holistic approach ensures that graduates are not only technically equipped, but also capable of strategic thinking and problem-solving in live event settings,” he said.
Ashwin added that while a few international events have been postponed, he expects more events to be redirected to Penang and other Asia-Pacific destinations in the near future due to the Middle East conflict.
Also present at the launch were Pengkalan Kota assemblyman Wong Yuee Harng, Komtar assemblyman Teh Lai Heng, Bagan Dalam assemblyman Kumaran Krishnan, PCEB director and Malaysian Association of Hotels (MAH) National vice-president Datuk Khoo Boo Lim, Chief Minister Incorporated (CMI) general manager Datin Bharathi Suppiah, as well as lecturers and students from various colleges and universities.
Story by K.H. Ong
Pix by Siti Nuratikah Rahmat
Video by Darwina Mohd Daud