Persada Johor International Convention Centre (PJICC) has announced it will host the ASEAN Business Summit 2024 this November, marking one of the largest regional business conferences ever held in Johor Bahru. The three-day event is expected to draw over 3,000 delegates from across Southeast Asia, representing a significant milestone for JB's growing reputation as a regional MICE (Meetings, Incentives, Conferences, and Exhibitions) destination.
Historic Event for Johor Bahru
The ASEAN Business Summit 2024, scheduled for November 15-17, will bring together business leaders, government officials, entrepreneurs, and investors from all ten ASEAN member states. This marks the first time Johor Bahru has been selected to host this prestigious annual gathering, which previously rotated between Singapore, Bangkok, and Kuala Lumpur.
"This is a watershed moment for Johor Bahru's event industry," said Dato' Ahmad Rahman, CEO of Persada Johor. "Being chosen to host the ASEAN Business Summit demonstrates international confidence in our facilities, infrastructure, and capacity to handle world-class events. It positions JB firmly on the regional MICE map."
Summit Details and Agenda
The summit will feature over 50 panel discussions, keynote addresses from regional business leaders and heads of state, networking sessions connecting 3,000+ delegates, exhibition spaces for 200+ companies, and cultural showcases highlighting Malaysian heritage. Major themes include digital transformation in ASEAN economies, sustainable business practices, cross-border trade facilitation, and innovation and startup ecosystems.
Confirmed speakers include ministers from Singapore, Thailand, and Indonesia, CEOs from major regional corporations, successful Southeast Asian entrepreneurs, and representatives from ASEAN Secretariat. The summit will address critical topics shaping the region's economic future and provide unprecedented networking opportunities for business professionals.
Economic Impact for Johor Bahru
Event organizers estimate the summit will generate approximately RM 45 million in direct and indirect economic impact for Johor Bahru. This includes hotel bookings across 15 properties in JB and Singapore, restaurant and retail spending, transportation services, and event services employment. The exposure from hosting such a prominent regional event is expected to yield long-term benefits in attracting future conferences and business events.
Major hotels including Renaissance Johor Bahru, DoubleTree by Hilton, Pulai Springs Resort, and Amari Johor Bahru have reported near-capacity bookings for the summit dates. Many Singapore-based delegates are choosing to stay in JB to experience the city's growing hospitality offerings and proximity to the event venue.
Persada Johor's Capabilities
Persada Johor International Convention Centre is uniquely positioned to handle an event of this magnitude. The facility features a 3,000-seat plenary hall, 12 breakout rooms with flexible configurations, 5,000 square meters of exhibition space, state-of-the-art AV and simultaneous interpretation systems, and high-speed internet infrastructure throughout. The venue recently completed RM 8 million in upgrades specifically in preparation for hosting major regional events.
"We've invested heavily in ensuring our facilities meet international standards," explained facility manager Farah Aziz. "From acoustic engineering in our conference rooms to our kitchen capabilities for halal-certified catering, every detail has been considered. We're ready to deliver world-class experiences."
Supporting Infrastructure
The summit's success relies not just on venue capabilities but on JB's broader infrastructure improvements. Recent enhancements include expanded JB Sentral with improved immigration clearance, CIQ complex upgrades facilitating smoother Singapore-JB crossings, new hotel developments adding 2,000+ rooms citywide, and improved road networks and public transportation. The upcoming Rapid Transit System (RTS) Link between JB and Singapore, though not yet operational, signals the region's commitment to connectivity.
Opportunity for Local Event Industry
The summit represents a significant opportunity for Johor Bahru's event management sector. Local event companies, AV providers, catering services, and logistics coordinators are all involved in delivering the conference. This exposure to international-standard event execution provides valuable experience and credibility for local businesses.
EGEN Event is among the local companies supporting various aspects of the summit's execution, from registration management to breakout session coordination. "Events like this elevate the entire industry," said our operations director. "Working alongside international event professionals helps us refine our practices and demonstrate that JB can deliver excellence."
Cultural Showcase Component
Beyond business proceedings, the summit will showcase Malaysian and specifically Johor culture through evening gala dinners featuring traditional performances, exhibitions of local arts and crafts, culinary experiences highlighting Johor's food heritage, and cultural tours for delegates extending their stay. These elements aim to provide delegates with memorable experiences that go beyond conference rooms, positioning JB as a destination worth returning to.
Looking Forward
Success with the ASEAN Business Summit could open doors for Johor Bahru to host other major regional and international events. State tourism officials have indicated that securing this summit was part of a broader strategy to position JB as a viable alternative to Singapore and KL for large conferences and conventions.
"This is just the beginning," said Johor's Tourism, Youth and Sports Committee chairman. "We're in discussions to host several other major events in 2025 and beyond. JB has the infrastructure, the location, and increasingly the reputation to compete for major MICE business."
For Johor Bahru's event industry, the ASEAN Business Summit represents both validation of progress made and motivation to continue raising standards. As the city prepares to welcome thousands of regional business leaders, the event serves as a proving ground for JB's aspirations to become a recognized regional MICE hub.