By V. Sivaji
The Penang Convention & Exhibition Bureau (PCEB) reinforced its position as an industry leader with the launch of its BE Associate Programme, a forward-looking initiative designed to cultivate a future-ready talent pipeline for Malaysia’s business events ecosystem.
The launch ceremony was held at the St Giles Wembley Hotel.
This strategic programme underscores PCEB’s commitment to aligning talent development with industry needs, bridging the gap between academia and the professional world while equipping young Malaysians with practical, market-relevant skills.
Officiating the launch was Penang Chief Minister Chow Kon Yeow, who was received by PCEB Chief Executive Officer Ashwin Gunasekeran.
They were joined by key stakeholders, including state assemblymen YB Wong Yuee Harng and YB Teh Lai Heng, alongside industry representatives such as Datin S. Barathi (general manager Chief Minister Incorporated), Dato Khoo Boo Lim (MAH Vice President), Dato Tony Goh (MAH Penang Chairman), Dato Gulab Mahatam Rai (MAH Penang Vice Chairman) among others.
In his address, Chow commended PCEB for spearheading an industry-first initiative that places Penang at the forefront of talent innovation.
“This BE Associate Programme is the first of its kind in Malaysia and reflects our commitment to building a workforce that is agile, skilled and industry-ready. It provides young people with direct exposure to how the industry operates, enabling them to build confidence and gain practical insights,” he said.
He emphasised the urgency of accelerating talent development in response to evolving industry demands, noting that sectors such as business events are rapidly transforming and require a workforce that can adapt quickly.
“This initiative ensures that our youth remain competitive, capable of seizing opportunities and prepared for long-term career growth,” he added.
Chow also highlighted the programme’s dual impact, offering students structured exposure, mentorship, and real-world insights, while enabling industry players to actively shape and sustain a robust talent pipeline.
Meanwhile, Ashwin described the BE Associate Programme as a national platform that connects students across Malaysia with industry leaders, fostering meaningful engagement and knowledge exchange.
“Through this programme, students gain access to real-time industry conversations, practical guidance and firsthand perspectives from professionals. It is a collaborative ecosystem where both talent and industry benefit,” he said.
He added that the initiative will feature a series of nationwide engagements, including forums and industry-led sessions driven by PCEB’s ‘Igniters’, designed to expose students to current trends, expectations, and opportunities within the sector.
Participants will also benefit from a dedicated digital ecosystem, including a Discord-based community that connects students directly with industry stakeholders, from general managers to HR professionals, facilitating job opportunities, career insights and resume development.
The launch drew participation from over 200 students and lecturers representing colleges and universities across Penang, alongside members of the Malaysian Association of Hotels (MAH) Penang chapter, reflecting strong industry-academia collaboration in advancing workforce readiness.