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Sunday, 03 May 2026
Strategic Partnership Between NICE and MITEC - Expands MICE Opportunities to Strengthen the Regional Trade Ecosystem
Nusantara International Convention Exhibition (NICE) has proudly announced a strategic partnership with Malaysia International Trade and Exhibition Centre (MITEC), a venue owned by Malaysia External Trade Development Corporation. The collaboration marks a significant milestone in strengthening ASEAN’s trade and exhibition ecosystem through deeper regional ties.
The partnership was formalised during the Thailand MICE Exchange (TMX), underscoring a shared commitment to advancing cross-border opportunities in trade exhibitions, conventions, and large-scale business events. For NICE, the collaboration reflects a strategic move to elevate Southeast Asia’s position as a unified and competitive marketplace.
Ryan Adrian, Managing Director of NICE, described the partnership as a meaningful step toward enhancing regional connectivity within Southeast Asia’s business events landscape. He emphasised that by working closely with MITEC, both organisations can unlock new opportunities for trade exhibitions, deepen industry collaboration, and deliver greater value to organisers and stakeholders across the region.
More than a collaboration between two venues, the partnership represents a shared ambition to position Southeast Asia as a connected, future-ready hub—where strategic alliances drive trade, investment, and long-term industry growth.
From NICE’s perspective, the agreement creates a strong foundation for impactful collaboration. Both parties will work together on the exchange of market intelligence, sharing of business leads, and the co-development of trade exhibitions and industry platforms. This approach is expected to generate fresh opportunities for exhibitors, organisers, and partners while strengthening engagement between public and private sector stakeholders.
Representing MITEC at the signing, Deputy CEO Winnee Lim noted that the partnership establishes a practical framework for collaboration—from business lead exchanges to actionable market insights—allowing both organisations to better respond to evolving industry demands and deliver enhanced value.
MITEC Chief Executive Officer Mala Dorasamy added that the collaboration reflects a deliberate step toward building a more connected and resilient ASEAN business events ecosystem, positioning MITEC not just as a venue, but as a platform that enables trade and fosters cross-border impact.
The partnership remains non-exclusive, enabling both NICE and MITEC to maintain their independent market positioning while benefiting from a shared platform for sustained collaboration, innovation, and value creation.
Strengthening ASEAN’s Exhibition and Trade Landscape
As one of the fastest-growing regions for business events, Southeast Asia presents significant opportunities for integrated, cross-border collaboration. Through this partnership, NICE aims to contribute to:
- Greater cross-border trade exhibition opportunities
- Enhanced industry knowledge exchange and capability building
- Stronger positioning of ASEAN as a globally competitive business events destination
By spearheading this collaboration, NICE reinforces its commitment to driving regional growth and shaping a more connected, dynamic, and globally competitive ASEAN business events ecosystem.