BE @ Penang 2025 Challenges MICE Professionals to Embrace Innovation

The landmark ninth edition of the event encourages participants to be part of the evolution of the business events sector

The ninth edition of BE @ Penang pushes MICE professionals to rethink their strategies by leveraging the latest innovations while focusing on both sustainability and inclusivity. The event officially kicked off today, December 10, at the Setia SPICE Convention Centre in Bayan Lepas, Malaysia.

Centering around the theme Be the Wave, this year’s discussions will tackle revolutionary concepts that aim to transform how business events are conducted in Asia and beyond. The agenda includes topics such as artificial intelligence in event planning and discussions on modern leadership and management.

In his inaugural speech, Ashwin Gunasekaran, CEO of the Penang Convention and Exhibitions Bureau, remarked, “Penang continues to evolve as a powerhouse of innovation and economic progress. This reflects the same wave of progress that is reshaping the business events industry, with new technologies, creative strategies, and global connections leading to unprecedented opportunities.”

Echoing these sentiments, Wong Hon Wai, Chairman of the PCEB, invited delegates to embody the spirit of the conference: “Be the wave that carries new ideas across borders, empowers others, and inspires transformation in our communities.”

Highlighting Cultural Tourism

The exhibitions at BE @ Penang prominently showcased Pulau Pinang’s status as a center for cultural tourism, featuring indigenous crafts, puppetry, and traditional foods. Inclusivity was showcased through crafts created by visually impaired artisans and advocacy for gender budgeting.

The event runs until tomorrow, December 12. Updates will be posted on Travel Daily Media’s site.