Mala Dorasamy, the esteemed CEO of Malaysia International Trade and Exhibition Centre (MITEC), is a trailblazer in the MICE industry. Recognised as one of Africa’s Top 40 Women in 2015, she has received prestigious awards, including HAPA’s Best Hospitality & Tourism Personality 2023 and Global Leadership Masterclass Women CEO of the Year 2022. Furthermore, Mala champions women’s empowerment, embodying the philosophy of ‘Be the change you want to see in the World’ and ‘Think Global, Act Local.’
In 2017, Mala joined as a key member of the pre-opening team of MITEC, the largest trade and exhibition center in Malaysia and the fourth largest in South-East Asia. By 2021, she transitioned from her position as Director of Marketing and Sales to assume the role of CEO at MITEC. Under her dynamic leadership, MITEC earned distinctions as Malaysia’s Best Convention Centre 2022 at the World MICE Awards and Asia’s Leading Meetings and Conference Centre 2023 at the World Travel Awards.
With a proven track record spanning over three decades, Mala excels in various areas, including opening new centres, project managing major global events, strategy development, operational management, international marketing, business development, sales growth, safety and risk management, as well as ISO/Halal implementation and management. Currently, Mala’s strategic vision involves managing Malaysia’s premier MICE venue, ensuring exceptional service, economic impact, job creation, and setting world-class standards. Her relentless passion for the industry propels MITEC towards a sustainable and innovative future, leaving an indelible mark on Malaysia’s MICE landscape.
Mala Dorasamy, the esteemed CEO of Malaysia International Trade and Exhibition Centre (MITEC), is a trailblazer in the MICE industry. Recognised as one of Africa’s Top 40 Women in 2015, she has received prestigious awards, including HAPA’s Best Hospitality & Tourism Personality 2023 and Global Leadership Masterclass Women CEO of the Year 2022. Furthermore, Mala champions women’s empowerment, embodying the philosophy of ‘Be the change you want to see in the World’ and ‘Think Global, Act Local.’
In 2017, Mala joined as a key member of the pre-opening team of MITEC, the largest trade and exhibition center in Malaysia and the fourth largest in South-East Asia. By 2021, she transitioned from her position as Director of Marketing and Sales to assume the role of CEO at MITEC. Under her dynamic leadership, MITEC earned distinctions as Malaysia’s Best Convention Centre 2022 at the World MICE Awards and Asia’s Leading Meetings and Conference Centre 2023 at the World Travel Awards.
With a proven track record spanning over three decades, Mala excels in various areas, including opening new centres, project managing major global events, strategy development, operational management, international marketing, business development, sales growth, safety and risk management, as well as ISO/Halal implementation and management. Currently, Mala’s strategic vision involves managing Malaysia’s premier MICE venue, ensuring exceptional service, economic impact, job creation, and setting world-class standards. Her relentless passion for the industry propels MITEC towards a sustainable and innovative future, leaving an indelible mark on Malaysia’s MICE landscape.
What drew you into Hospitality and Business Events (BE) industry over 3 decades ago?
If I could deliver it in one sentence what drew me to the industry is “the joy to deliver an exceptional experience to the consumer”. Hospitality is about working in teamwork towards shared goals, and despite the challenges, the ability to deliver spectacular experiences to our consumer is fulfilling.
As someone with over 33 years of experience in the Business Event industry, my career has allowed me to work in various roles across different organisations. This breadth of experience has given me a unique perspective on the industry and the challenges that it faces.
Being a leader managing transformational change in the business events industry requires a strategic approach and adaptability. It’s essential to communicate a clear vision to your team, inspire them and ensure everyone is on the same page during the change process. I am confident that leading by example, embracing change and focusing on agility, we can overcome the current crisis and continue to drive forward the success of the Business Event industry.
How has MITEC been transforming the way it conducts its business, especially on the recovery journey of post pandemic COVID-19?
The business events industry came to a standstill due to the pandemic, and MITEC was not an exception. This challenging period had taught us valuable lessons in resilience, prompting us to adapt our business practices, to be agile and maintain our unwavering commitment to make a positive impact in people’s lives. Some of the strategies used were:
Hybrid Events – The Center embraced hybrid events, combining in-person and virtual experiences. This allowed us to reach a broader audience and cater to attendees who couldn’t travel or preferred virtual participation.
Enhanced Health and Safety Measures – Strict health protocols were put in place to ensure the safety of attendees, staff, and exhibitors. These measures included temperature checks, increased sanitisation, social distancing guidelines, and mandatory mask-wearing.
Flexibility in Contracts – More flexible terms were offered to client contracts to accommodate uncertainties and changing circumstances. This approach provided reassurance to event organisers and encouraged them to plan future events.
Digitalisation – The pandemic accelerated the adoption of digital technologies in the events industry. MITEC integrated digital tools for guest feedback to ensure an enhanced overall event experience, an online exhibitor portal, and digital e-banners for signage.
Creative Event Formats – To adapt to limited capacities and social distancing requirements, we introduced new event formats, such as smaller-scale events, staggered scheduling, and outdoor gatherings.
Collaborations and Partnerships – The principles of the MITEC #myWorld program ensure we collaborated with industry stakeholders, governments, and local businesses to create recovery initiatives and promote events. These partnerships helped generate interest and support for upcoming events.
Focused Marketing and Communication – With changing regulations and travel restrictions, the Centre focussed on targeted marketing and clear communication to keep stakeholders informed about event updates and safety measures.
Sustainability and Environment-Friendly Practices – The centre emphasised sustainability and implemented initiatives to align with evolving values of being purposeful company by creating a positive impact for a sustainable future.
By adopting these strategies and embracing change, MITEC was able to navigate the post-pandemic landscape and contribute to the industry’s recovery and growth.
The key here is to remain agile and keep a real-time pulse on changing customer preferences and rapidly innovating to redesign journeys that matter in the MICE industry. We are constantly looking at various touch points like speed, convenience, consistency, friendliness, and the main connecting factor, the human touch.
What sets MITEC apart from other venues in terms of event space, room/hall setup, logistics, and dining are its distinctive features?
MITEC is not just a venue; MITEC is the gateway to Southeast Asia, driving economic expansion through the generation of employment opportunities that invigorate the business events sector. Nestled within the bustling KL Metropolis, this sustainable development offers a world-class environment that caters to both business and leisure, aspiring to craft one of the most iconic modern urban developments in Southeast Asia.
Encompassing a sprawling 75.5 acres and featuring over 51,000 square meters of floor area with innovative triple-volume exhibition halls, MITEC is proudly Malaysia’s largest MICE venue and hold the honourable fourth spot in Southeast Asia, offering a canvas for events that dare to dream big. Within MITEC’s premises, a diverse range of facilities awaits, encompassing 11 extensive exhibition halls as large as eight football fields combined. Additionally, there is a grand ballroom, a mini ballroom, a versatile multi-purpose hall, 15 meeting rooms, VIP suites and lounges, several organiser’s offices, an executive boardroom, 2 cafes, an expansive outdoor oval garden, and two open-air amphitheaters.
MITEC’s design has always been centered on optimising available space, incorporating elements reflecting Malaysian culture and history. Its architecture draws inspiration from the rubber seed, symbolising the industry’s early contribution to the nation’s economic growth. The facade’s intricate details are derived from the traditional songket, portraying Malaysian identity and exclusivity. Elements of glass and steel convey elegance and cultural refinement.
Notably, the centerpiece of the venue is its grand 15-meter-long central escalators, the tallest and longest of their kind in Malaysia, all equipped with energy-saving features and motion sensors. Featuring direct service ramps spanning all floors and interlinked with each exhibition hall, every level also boasts its own dedicated loading bays, strategically designed to prevent congestion.
A standout feature of the facility is the heavy-duty exhibition halls on Level 1, engineered to support an impressive maximum floor loading of 50kN/sqm, effectively accommodating the weight of substantial machinery and vehicles, including tanks and helicopters. The backstage area encompasses loading platforms, parking areas tailored for mid-weight and heavy trucks, storage rooms, service and kitchen lifts, waste management chambers, and storage zones for operable walls. This comprehensive setup ensures MITEC’s versatility for a wide array of purposes.
Additionally, the convergence of culinary excellence and world-class service against a backdrop of refined aesthetics defines our essence. MITEC’s very own in-house culinary team is highly experienced, catering to various cuisine and sensory guest experiences, with an array of menus encompassing Malay, Chinese, Indian, Western, as well as innovative fusion creations infused with a contemporary international influences. Our creative and dedicated culinary team is ready to collaboratively design catering solutions for any imaginable event.
Green Building Index (GBI) certified Convention Centre, MITEC’s construction adheres to in-house sustainable design guidelines, aiming to conserve resources. Its green landscape is strategically designed to mitigate the heat island effect within the development, contributing to climate control in the vicinity.
In working towards established as an international venue and local community leader in environmental practices, MITEC initiated the #myWorld campaign, which helps facilitate economic impact and long-term global sustainability for Kuala Lumpur and Malaysia.
In essence, we merge innovation, abundant space and a passionate heart. At MITEC, events transcend mere gatherings; they become cherished memories. Think of MITEC as an economic catalyst, forging unique opportunities beyond the ordinary.
MITEC
Where Malaysian Heritage Meets Modern Elegance
MITEC’s design celebrates culture and history, inspired by the rubber seed for economic growth. The intricate facade mirrors Malaysian identity with traditional songket details. Glass and steel elements add a touch of elegance and cultural refinement.
What do you see as the leading trends in sustainability for the BE industry especially in Malaysia? And how does it incorporate with MITEC’s sustainability program?
MITEC is committed to reducing the environmental impact and achieving the Sustainable Development Goals (SDG) with the #myWorld Program since 2018. The continuous partnership with several relevant parties ensures joint support for business development and marketing activities to explore the success and growth of International Trade opportunities.
These continuous partnerships will undoubtedly accelerate the growth of both industry and players and improve our carbon footprint and the country’s business events. For instance, some of the recent initiatives done by MITEC includes:
- MOU signing between ABS Greentech Sdn Bhd and MITEC to close the gap of SDG 2 End Hunger, by assuring food security, improving malnutrition, and sustainable agriculture through smart farming.
- Strategic Partnership with Asia School of Business, Taylor’s University, Sunway University and Perdana Fellow Alumni Association (PFAA) to accomplish Youth 4 Global Goals (Youth4GG) to promote and support the change-makers of their leadership abilities that will act as a catalyst in driving the accomplishment of SDGs or also referred as the Global Goals and Agenda 2030.
#myWorld Program
What does it involve?
Green Building Index (GBI) Certification
The GBI certification recognises MITEC’s efforts in incorporating sustainable design elements, such as energy-efficient systems, green roofs, and water-saving features into its building design and operations. MITEC’s GBI certification exemplifies its dedication to environmental responsibility and sustainability, setting a benchmark for green buildings in Malaysia and beyond.
Temperature
The MITEC building incorporates sustainable design elements such as horizontal sun shading devices and roof insulation to effectively mitigate heat gain, while the use of Low-E glass filters out heat radiation. Additionally, the building’s green landscape features also work to minimise the heat island effect.
Water
MITEC utilises recycled water for fire system checks, harvests rainwater, and employs water-efficient fittings and efficient ACMV systems, resulting in a significant reduction of water consumption by up to 40%. This not only helps conserve precious freshwater resources and reduce strain on local water supplies, but also contributes to overall water sustainability efforts, promoting responsible water management practices at MITEC.
Air
MITEC ensures that its indoor air quality meets the ASHRAE/ UBBL requirements. To maintain optimal air quality and ventilation, the building is equipped with state-of-the-art CO2 monitoring systems that continuously monitor and regulate air quality, even in basement carparks, ensuring a healthy and comfortable environment for occupants while prioritising sustainability.
Hydroponic Farm
MITEC’s hydroponic farm uses water-efficient hydroponic techniques to grow crops, reducing water consumption and environmental impact. By promoting local and sustainable food production, MITEC’S hydroponic farm plays a role in supporting the SDG related to responsible consumption and production, and fostering sustainable agriculture practices.
Electricity
MITEC incorporates electric vehicle (EV) charging stations in its premises promoting the use of electric vehicles, reducing greenhouse gas emissions, and supporting a cleaner transportation ecosystem. Moreover, MITEC has installed motion and occupancy sensors in its facilities to optimise the consumption of electricity for escalators, lights, offices, and toilets only when needed.
KLEAN
At MITEC, KLEAN’s AI-driven Reverse Vending Machine (RVM) promotes recycling through incentivisation. Visitors can drop off PET plastic waste and earn KLEAN points to redeem vouchers. With its innovative technology, the KLEAN machine is a sustainable solution for large-scale event cleaning, aligning with MITEC’s commitment to sustainability.
What is your outlook for the Business Events Industry and what are things that the public can look forward to in the future?
MITEC aspires to be the premier venue in Southeast Asia and is committed to collaborating with international and local events to ensure we catalyse economic impact, support job creation, and capacitate the knowledge economy.
Guests can look forward to the new and exciting KL Metropolis development over the next few years which will include the new Somerset Hotel in 2024 and the Hyatt hotel in 2025 as well as retail opportunities.
Hybrid Events Evolving Further
Hybrid events, combining in-person and virtual elements, may continue to evolve with improved technology and seamless integration, offering a more immersive and inclusive experience for attendees.
Augmented Reality (AR) and Virtual Reality (VR) Integration
Integration of AR and VR technologies in events to enhance engagement and provide interactive experiences for attendees, both in-person and virtually.
Artificial Intelligence (AI) Personalisation
AI-driven event platforms could offer personalised content recommendations, networking suggestions, and real-time event updates based on attendees’ preferences and behaviours.
Sustainability-Focused Events
Continued emphasis on sustainability with a focus on zero-waste practices, eco-friendly venues, and carbon-neutral events as businesses increasingly prioritise environmental responsibility.
Mental Health and Well-being
Greater attention to the mental health and well-being of event participants, with wellness activities, mindfulness sessions, and designated spaces for relaxation and decompression.
Contactless Technologies
Widespread adoption of contactless registration, check-ins, payments, and touch-less technologies to enhance safety and reduce physical contact during events.
Data Analytics for Improved Event Planning
Leveraging data analytics to gain insights into attendee preferences, behaviour, and event success metrics to optimise future event planning and decision-making.
Purpose-Driven Events
Events with a strong focus on social impact and purpose, aligning with causes and engaging attendees in meaningful ways to create a positive change.
Gamification and Interactive Experiences
Integration of gamification elements and interactive experiences to increase attendee participation, foster engagement, and create memorable event moments.
Moving forward, what legacy would you like to leave behind from your leadership, in celebrating 6 years anniversary with MITEC?
I believe it is important and vital for me to develop a clear and inspiring vision for the organisation and the industry’s future, and lead the team with purpose, passion, and innovation.
We need to focus of fostering a culture of empowerment, where team members are encouraged to take ownership, make decisions, and contribute their unique skills and perspectives. Investing in the growth and development of team members, providing mentorship and opportunities for learning and advancement.
Creating an inclusive environment where diverse voices are valued and where everyone feels welcome and respected is essential. Promote a positive and supportive workplace culture that encourages collaboration, creativity, and a sense of belonging. Lead the organisation through challenges and changes with resilience and adaptability, guiding the team to navigate uncertainties effectively. Integrating sustainability practices into the organisation’s events and operations, demonstrating a commitment to environmental responsibility will ensure we create a positive impact for a sustainable future.
Ultimately my vision is to strategically manage Malaysia’s top MICE venue as the leading venue that provides exceptional service to clients and stakeholders, generates economic impact and job creation for the country and leaves a legacy that Malaysia will be proud of in terms of setting new world class standards.
