I was interviewed after my presentation at the Business Events Forum in Malaysia and was asked about my primary take away from the event. That had to be hearing the CEO of MATRADE talk about developing the Malaysia story to build interest in the country and help sell Malaysia as a destination for events.
It’s rare to hear a government employee, even a CEO of a government agency talk about such a critical part of branding. Shame he’s no longer the CEO! Hopefully the new one also understands the importance of building a narrative!