WHOLE Press Conference Talking Points by YB Yeoh Soon Hin, Penang State EXCO for Tourism Development, Arts, Culture and Heritage (PETACH)
Monday, 15 July 2019
Mercure Penang Beach
Good morning, Salam Sejahtera and Selamat datang to all of you – thank you for taking the time to attend this press conference.
I think this is probably the first time in my career that I am giving a PC with the beautiful Tanjung Bungah beach as the backdrop!!! What a nice idea!! And to suit this venue theme, we also get to proudly wear our comfortable Batik shirts.
Yes, this is Penang, ladies and gentlemen, a buzzing business hub coupled with breath taking beaches and of course ‘makan” paradise!
This reminds me, I was recently introduced to new word “bleisure“ – definition according to Quora; Bleisure is a new trend or term to depict the two words together; Business and Leisure. I like this word as this is exactly what Penang has to offer! We are the perfect Bleisure destination.
This is 100% in line with Penang Convention & Exhibition Bureau (PCEB)’s continuous effort in both developing and educating the Business Events industry, Penang is making headlines in the global Business Events arena and is now known to be an important second tier destination.
Entering its third year, PCEB is pushing forward through this educative and informative conference for Penang as well as Team Penang to step out of their comfort zone and BE EXCEPTIONAL in the eyes of the global Business Events industry
Business Events is a key driver of Penang’s economy. In 2016, Penang recorded 1251 events with an estimated economic impact of RM808 million or USD 200 million. In 2017, we hosted 2,511 events and 267,518 delegates with an estimated economic impact of RM1,02 billion or USD 250 million.
So, I am most delighted that Alpine Group Services, specialists of organising trade exhibitions decided to heed our call for more Business or trade events to be hosted in Penang by launching WHOLE 2020.
I hereby am pleased to announce that the inaugural WHOLE 2020 or World Hospitality, Lifestyle and Entertainment exhibition and conference will be held from 10th to 12th September 2020. This mega trade exhibition is set to occupy both the SPICE Arena and Convention Centre which will account for some 10,000 sqms of space.
This is indeed a major milestone not just for the Hospitality industry here in the northern sphere of Malaysia but to the Global industry as WHOLE is a one of a kind trade event which is believed to be the first of its kind in the World.
WHOLE is set to represent the overall umbrella of Hospitality in a total and holistic manner hence its carefully selected title “WHOLE”. Other Hospitality or Food trade shows even the renowned ones tend to cover only part of the entire ecosystem.
So that explains why the Press announcement is as early as now – more than 14 months to the show as massive marketing and sales efforts are required in order to curate and deliver such a magnanimous event. In fact, I believe the organisers; Alpine Group Services have been marketing WHOLE since early this year. They made a soft announcement by participating in our very own PIHEC earlier this year.
Since then, they have been aggressively marketing WHOLE not just to the local industry players but to the global hospitality market by visiting related shows such as Thaifex, Gulf Food, MIHAS, MIFB, ARCHIDEX, HDE – Shanghai International Hospitality Design and Supply Expo amongst many others. In fact, the Alpine team just returned from The Meeting Show 2019 in London, where they were a part of the Penang Pavilion coordinated by PCEB. After this Press conference, I understand they will be going to many other shows in other parts of the region and world to ensure they deliver their targeted results.
WHOLE 2020 is expected to attract 350 exhibitors from 30 nations boasting 25 international pavilions and will be categorised in these 5 key areas;
1. Food, beverage, food technology and equipment;
3. Travel & Tourism (business);
4. Lifestyle & Entertainment and
This is perfectly in tandem and in fact will act as a key enabler of Penang state’s “Experience Penang Year 2020: with the tagline of “The Diversity of Asia“, which is in conjunction with the nation’s Visit Malaysia Year 2020. This powerful synergy is going to most definitely create history and also a Big Bang!!
The launching of Experience Penang Year 2020 with hashtag #EPY2020 is an inspiration in line with the rise in demand for experiential travel. Experience becomes the key word with millennials and travellers Instagramming their way through their travels. This is the inspiration behind Experience Penang Year 2020. The government wanted to capture both domestic and international travellers’ point of view.
Aligned with Penang 2030 vision, it is our mission to launch a targeted marketing campaign for the international and domestic market. This is in order to attract higher-value tourists and increase average tourists spending and length of stay.
Tourism is big business in Malaysia as it is the third highest foreign exchange earner for the country after manufacturing and commodities. The country has laid out big ambitions under the Malaysia Tourism Transformation Plan 2020 — based on the huge success of the Visit Malaysia Year 2007 campaign — to welcome 36 million tourists and obtain RM168 billion in foreign receipts.
Attracting business tourists to attend events at a host country is crucial as over 25% of international delegates are likely to bring their spouses along with approximately 65% of these delegates returning with family and friends in the future (Economic Transformation Programme [ETP] Lab Report, 2010).
Business tourism itself had a larger multiplier effect to the economy. Furthermore, it was less affected by seasonal price fluctuations and was typically used to reduce the ‘peak-through’ differences in the year.
However, Malaysia was trailing behind Singapore, Indonesia and Thailand in the business tourism sector as events in Malaysia were mainly fuelled by small to mid-sized local and regional conference events. This presented a strong case for Malaysia to develop and be positioned as a leading business tourism destination to attract high-quality international events with large numbers of delegates.
It was estimated that for every RM1 spent by the government of Malaysia, there was a return-on-investment of RM111 in revenue obtained by the business tourism industry (ETP Lab Report, 2010).
Hosting these international events increased Malaysia’s global recognition as a leading business tourism destination. In addition, this positively impacted various ancillary components such as accommodation, catering, logistics, events management as well as increasing the spill over effect for leisure tourism. In 2016, Malaysia was ranked 10th for business travel contribution in the World Travel and Tourism Council (WTTC)’s ranking. WTTC also reported that an analysis from Oxford Economics had shown that business travel spending in Malaysia was significantly higher than leisure travel and the average in the ASEAN region (WTTC, 2016).
WHOLE 2020 is not only timely but is exactly what we, the state as well as Federal Government needs in order to achieve the goals of achieving 30 million tourists and spending of RM 100 billion – set for the 2020 Visit Malaysia Year campaign. It is estimated that some 10,000 business people will be doing business during WHOLE 2020. This is derived from the expected 5000 trade visitors and some 5000 exhibitors.
WHOLE 2020 will also be a platform in drawing foreign investors as 30% of the exhibition is expected to be of international companies and 70% from the domestic market.
Exhibitors from Australia, Austria, France, Indonesia, Italy, Japan, New Zealand, Philippines, South Africa, South Korea, Taiwan, Thailand, Turkey, UK & USA are expected to form International Pavilions. I am most excited to see what are some of the new products and technologies will be displayed and promoted as I understand there will be a series of side events held including a Future Hospitality Tech forum.
Besides PETACH lending its full support of WHOLE 2020, I am most pleased to share that all key state agencies and associations are also in full support including Ministry of Tourism Malaysia and its Penang office, Malaysia Convention & Exhibition Bureau (MyCEB), PCEB, Malaysia Association of Hotel – Penang Chapter, Penang Tourist Guide Association (PTGA), Malaysia International Chamber of Commerce & Industry (MICCI), Malay Businessmen and Industrialists Association Of Malaysia (PERDASAMA). I am pleased to see all the familiar faces here this morning.
Ladies and gentlemen and members of the media , there is so much more to share but I am confident what I have shared this morning is more than enough to illustrate what an important business event WHOLE 2020 is set to be and how the organising of such profiled events will bring great economic benefits to the state and to the country as a whole.
With that, terima kasih once again for coming and I hereby announce that WHOLE 2020 is officially launched!
WHOLE PENANG 2020 TO COMPLEMENT
‘EXPERIENCE PENANG YEAR 2020’
MERCURE HOTEL PENANG BEACH,
PENANG, 15 July 2019 – The World Hospitality, Lifestyle and Entertainment Exhibition and Conference, WHOLE PENANG 2020 scheduled to be held at the Bayan Baru SPICE Arena and Convention Centre, complements and will act as a key enabler of Penang state’s ‘Experience Penang Year 2020’ campaign, with the tagline of “The Diversity of Asia“, held in conjunction with Visit Malaysia Year 2020.
The exhibition is scheduled to be held for 3 days beginning 10-12 September 2020. WHOLE 2020 will be a platform to draw foreign investors as 30% of the exhibition is expected to comprise international companies and 70% from the domestic market. It is expected to bring together 350 exhibitors from 30 nations under one roof.
WHOLE PENANG 2020 is targeting 25 international pavilions. The exhibitors from Australia, Austria, France, Indonesia, Italy, Japan, New Zealand, Philippines, South Africa, South Korea, Taiwan, Thailand, Turkey, UK & USA have solid experience and positioning in the hotel, restaurant and catering (HoReCa) markets. Among the big brands to be invited as exhibitors are Barkath Foods, Chefutensils (M) Sdn Bhd, Farm Fresh Milk, NLY Tech Biotech Sdn Bhd, and Nu Vending Sdn Bhd.
WHOLE PENANG 2020 is a one of a kind, trade event, believed to be the first of its kind in the World. It is set to represent the overall umbrella of hospitality in a total and holistic manner. It will be categorised into 5 key areas, namely:
1. Food, beverage, food technology and equipment
3. Travel & Tourism (business)
4. Lifestyle & Entertainment
WHOLE PENANG 2020 organiser, Alpine Group Services is confident that the Penang State Government, particularly the Tourism, Arts, Culture, and Heritage Development Committee (PETACH) as the host of this prestigious event, will ensure the excitement of the ‘Experience Penang Year 2020’ campaign with the tagline ‘The Diversity of Asia’ leaves an indelible impression on exhibitors and visitors to the exhibition.
WHOLE PENANG 2020 is also seen as a driving force to spur a sustainable and consistent state economy, especially in the Penang tourism industry, as well as further exploring business ventures, enhancing network initiatives, strengthening bilateral trade, as well as information, ideas, and expertise sharing and exchange.
The event is classified as ‘BLEISURE’. The definition according to Quora; Bleisure is a new trend or term to depict the two words together; Business and Leisure, as this is exactly what Penang has to offer. Penang which is also known as the Pearl of the Orient, is the perfect ‘BLEISURE’ destination. The historic city of Georgetown in Penang was listed as a United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site, 11 years ago. Penang boasts 14,389 hotels, with 3,295 rated as 5-star. In addition, there are various attractions to visit such as Bukit Bendera, Tanjung Bungah Beach, Fort Cornwallis and so on. Penang also has an international flight frequency of 287 per week arriving from major cities in Asia, while for domestic flights, a frequency of 427 weekly. These are sufficient to classify WHOLE PENANG 2020 into the ‘BLEISURE’ category.
The Penang Convention & Exhibition Bureau (PCEB) is continuously developing and educating the Business Events industry in Penang. As a result, Penang is making headlines in the global Business Events arena. It is now known as an important second tier destination. Business Events is a key driver of Penang’s economy. In 2016, Penang recorded 1,251 events with an estimated economic impact of RM808 million or USD200 million. In 2017, the state hosted 2,511 events and 267,518 delegates with an estimated economic impact of RM1.02 billion or USD250 million.
Alpine Group Services, specialists of organising trade exhibitions has heeded the state’s call for more Business or trade events to be hosted in Penang by launching WHOLE PENANG 2020. Alpine Group Services has been aggressively marketing WHOLE PENANG 2020 not just to the local industry players but to the global hospitality market by visiting related shows such as Thaifex, Gulf Food, MIHAS, MIFB, ARCHIDEX, HDE – Shanghai International Hospitality Design and Supply Expo as well as, The Meeting Show 2019 in London, United Kingdom.
Held for the first time in Penang, WHOLE PENANG 2020 has received unparalleled recognition and support from the Ministry of Tourism Malaysia (MOTAC), Malaysia Convention & Exhibition Bureau (MYCEB), Penang Convention and Exhibition Bureau (PCEB), Malaysia Association of Hotel – Penang Chapter, Malaysia International Chamber of Commerce & Industry (MICCI), Penang Tourist Guide Association (PTGA), The Malay Businessmen and Industrialists Association of Malaysia (PERDASAMA) and SP Setia SPICE.
The press conference of WHOLE 2020 was presented by Penang State EXCO for Tourism Development, Arts, Culture and Heritage (PETACH) YB Yeoh Soon Hin. He also presented the WHOLE Penang 2020 logo to 2 appointed companies for the exhibition – ES Exhibition Services Sdn Bhd, the official stand contractor and NYS International Freight Sdn Bhd as the official freight forwarder.
Among the exciting events scheduled in WHOLE PENANG 2020 are a demonstration by celebrity chefs, activities organised by the culinary college and tourism pavilions, e-wallets, get to know young chefs and spa and beauty industry activities as well as business-to-business (B2B) programmes.
Attendance at WHOLE PENANG 2020 is by invitation only, managed by the organiser, Alpine Group Services.
For any inquiries please
+60 12 293 1913 (Charles Mohan)
+60 16 455 8713 (Zaiti Zubir)
+60 13 339 4273 (Kazer Ibrahim)