The 45th IAA World Congress will be held in Penang from 6-8 March 2024, and organisers and the Penang state government are enthusiastic about the event. The Congress, themed “Brand: RE-CODE, for a Better World, Better Life,” marks a historic moment for Southeast Asia, coinciding with key milestones such as the 85th anniversary of IAA Global, the 30th anniversary of IAA Malaysia and International Women’s Day.

Penang aims to use the event to showcase its investment potential and promote sustainable development in line with the Penang 2030 vision. The congress is projected to attract up to 1000 attendees across the global, delivering an estimated economic impact of RM5.836 million for Penang.

With over 30 C-suite speakers, the congress will address pressing issues in marketing, AI and technology. Penang sees the event as an opportunity for local businesses from various industries to share knowledge and network. The congress, which is eligible under HRD Corp’s Public Conferences Scheme, offers incentives to Malaysian delegates including per diem and travel reimbursement.

“The international recognition that IAA World Congress brings not only strengthens our position as a leading hub for business events but also fosters invaluable knowledge exchange, networking, and collaborations that contribute substantially to our economic growth.” said The Honourable Wong Hon Wai, the State Exco for Tourism & Creative Economy.

Collaborations with global companies such as Google, Meta, WARC, ANA and BBC News are expected to increase the reach and media coverage of the congress, further establishing Penang as a business events hub and contributing to its economic growth.

“This congress seamlessly aligns with our Penang 2030 vision. By 2030, we aspire to be the greenest state in Malaysia, technologically advanced, innovative governance, and sustainability-led development,” said The Right Honourable Chow Kon Yeow, the Chief Minister of Penang.