GEORGE TOWN, April 22 – Penang Convention & Exhibition Bureau (PCEB) has launched the BE Associate programme, a first-of-its-kind initiative in Malaysia aimed at developing a sustainable talent pipeline for the business events industry.
Introduced in Penang, the programme offers students hands-on experience, mentorship, and industry exposure beyond traditional classroom learning.
PCEB CEO Ashwin Gunasekeran said the initiative is designed to bridge the gap between education and industry needs, ensuring future professionals are equipped with practical skills and real-world insights.
Penang Chief Minister Chow Kon Yeow welcomed the initiative, highlighting its role in strengthening the state’s position as a leading business events hub.
He noted that Penang hosted over 3,300 events in 2025, generating RM1.91 billion in economic impact.
The BE Associate programme will connect students with industry players, offering pathways to internships and careers while supporting long-term industry resilience amid global tourism challenges.
