Angeline van den Broecke Is Calling for Greater Advocacy


Photo: Angeline van den Broecke (first from right)

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A leading force behind one of Malaysia’s preeminent convention centres, director of sales and marketing at Kuala Lumpur Convention Centre (KLCC), Angeline van den Broecke, says managing volatile market conditions is an ongoing challenge for many service providers in Asia — and that we all need to improve communication with government to better engage policy-makers on the economic and social outcomes of business events.

As an industry player in the region, we place a strong commitment on educating our stakeholders on the value of business events,” van den Broeke said, “and the important role we play in social and economic development. We therefore play a lobbying and advocacy role. But to do this effectively, we have to align this message to key economic areas and the priorities of government. We don’t always have direct access, so this is sometimes an inhibitor to progress.”

Angeline van den Broecke, director of sales & marketing, Kuala Lumpur Convention Centre (KLCC)

To overcome this challenge, key industry players in Malaysia have joined forces to establish the Business Events Council of Malaysia (BECM). Its primary purpose is to support the implementation of Malaysia’s Business Events Roadmap, a strategy designed to further the country’s success as a business-events destination.

“BECM has a dedicated communication role in order to build this bridge and enhance engagement in a more consistent and strategic manner,” van den Broecke added.

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