15th ATRA Tourism Forum: Transforming the Future of M.I.C.E. Business Events in ASEAN

The 15th ATRA Tourism Forum, with the theme "Transforming the Future of M.I.C.E./Business Events in ASEAN," was successfully organized by the ASEAN Tourism Research Association (ATRA) in collaboration with XMS Consultancy, Lyceum of the Philippines University, Bayleaf Hotel Manila, and Taylor's University Malaysia, with support from the Department of Tourism-Philippines. The forum featured insightful discussions on the M.I.C.E. tourism industry, including data sharing and regional updates.

The event brought together over 500 participants, including educators, industry experts, researchers, business owners, and practitioners from various countries such as Canada, Indonesia, Japan, Malaysia, Oman, Pakistan, the Philippines, the United States, and Vietnam. The forum highlighted the increasing importance of the M.I.C.E. (Meetings, Incentives, Conferences, and Exhibitions) industry in ASEAN, as member countries focus on hosting mega events to boost regional connectivity and economic growth.

The forum was held in a hybrid format at the Lyceum of the Philippines University in Intramuros, Manila, and online via Zoom. Key highlights included:

• Opening Remarks by Prof. Dr. Neethiahnanthan Ari Ragavan, ATRA President and Executive Dean, Faculty of Social Sciences and Leisure Management, Taylor's University.

• Keynote Address by Sharlene Zabala-Batin, Regional Director, National Capital Region, Department of Tourism, Philippines.

• Panel Discussion featuring industry leaders such as:

  • Dr. Lilibeth Aragon, Dean, College of International Tourism and Hospitality Management, Lyceum of the Philippines University.

  • Mr. Orly Ballesteros, Chief Operating Officer, Ex-Link Management & Marketing Services Corp.

  • Dr. Maria Christina Aquino, Immediate Past Chairperson of Tourism Industry Board Foundation Inc. (TIBFI).

  • Dr. Evelyn Songco, UST Research Associate, University of Santo Tomas.

  • Ms. Xialeemar Valdeavilla, ATRA Board Member and CEO of XMS Consultancy.

  • Prof. Datuk Seri Dr. Victor Wee, ATRA Secretary General, Taylor's University.

  • Assoc. Prof. Dr. Pornpisanu Promsivapallop, ATRA Vice President, Prince of Songkla University, Thailand.

  • Dr. Puvaneswaran Kunasekaran, ATRA Honorary Treasurer, Universiti Putra Malaysia.

The forum also delved into the development of Sustainable Tourism Indicators (STI) by Taylor's University with ATRA's support, aiming to customize the STI for ASEAN countries based on UNWTO, OECD, and UN SDG frameworks. During the Q&A session, panelists discussed the future of the M.I.C.E. industry, advocating for the integration of AR/VR and AI technologies while emphasizing sustainability in M.I.C.E. development. The discussions highlighted a shift towards digital and hybrid event formats, personalized experiences, eco-friendly practices, and strategic collaborations among ASEAN nations to attract international events. However, panelists noted the need for increased regional collaboration for tourism development, citing the recent launch of the AirAsia Explore ASEAN Package as a positive step in fostering cooperation.

In conclusion, the forum emphasized the importance of sustainability and AI in the M.I.C.E. industry to position ASEAN as a leading hub for innovative business events, driving economic growth and regional collaboration.

Master of Counselling Students Secure Prestigious Gold at the 3rd International Competition on Sustainable Education (SUSED) 2024

Taylor's Master of Counselling students Janak Ashok Teckwani and Goh Ian Shen along with Senior Lecturer Ahmad Mustaqim Yusoff achieved a significant milestone by winning the Gold Medal Award at the 3rd International Competition on Sustainable Education 2024 (SUSED 2024). Their project, Cognitive Learning Enhancement with Augmented Reality (CLEAR) for Individuals with ADHD, was recognized as one of the most innovative entries among 263 participants. This accomplishment underscored their dedication to addressing learning challenges faced by individuals with ADHD through augmented reality technology.

The competition, organized by the Kulliyyah of Education at the International Islamic University Malaysia (IIUM) in collaboration with Flinders University, Australia; Universitas Syiah Kuala (USK), Indonesia, and Universiti Teknologi MARA (UiTM), Malaysia, focused on projects reflecting the theme “Nurturing Minds, Empowering Futures & Cultivating a Resilient World.” Winners were announced on 1st August 2024, celebrating excellence in sustainable and innovative educational practices. The CLEAR project aimed to enhance cognitive development by creating an immersive learning experience that utilized augmented reality to engage learners, helping them focus and retain information. This approach emphasized the role of technology in fostering inclusive learning environments.

Winning the Gold Medal highlighted the students' ability to apply theoretical knowledge to real-world challenges. Their innovative incorporation of augmented reality demonstrated a forward-thinking mindset and adaptability. This recognition marked a significant achievement for the students and reinforced the institution’s commitment to advancing education and mental health. Their success not only reflected their skills and creativity but also illustrated the potential for counseling and educational sciences to drive meaningful change in learning environments. The Gold Medal Award at SUSED 2024 serves as an inspiration for future integration of technology in education.

Culinary Innovation Takes Center Stage with Taylor's Bachelor of Science in Culinology Students Making Waves at International Food Trade Show and Conference

Students from the School of Food Studies & Gastronomy, Taylor’s University proudly participated in the esteemed Food & Drinks Malaysia (FDM) by Salon International de l’Alimentation (SIAL) 2024 held at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. Final-year students from the Bachelor of Science (Hons) in Culinology, under the supervision of module leader Assoc. Prof. Dr. Chong Li Choo, showcased their innovative projects themed "Cultivated Fish Product Development: Redefining Culinary Boundaries." The products presented included High Fiber Fish Satay, Low Sodium Fish Luncheon Meat, High Fiber Fish Soup Dumplings, and High Omega Grouper Belly Slices, all reflecting a strong commitment to culinary innovation and sustainability.

"FDM 2024" by SIAL is an annual flagship B2B trade exposition for the food and beverage industry that aims to promote entry into Asia's food capital, position Malaysia as a key market within Southeast Asia, and fully capitalize on this crucial opportunity due to a thriving Halal environment. It also offers a unique experience to connect, create new business networks with associated organizations and services, and learn through personalized knowledge-based seminars on food and beverage industry. As part of the exhibition's goal was bridging businesses through partnerships.

In addition to the trade show, the students delivered an impressive presentation at The Future Food & Agriculture International Conference 2024, themed "Future Food Frontier: Transforming Tomorrow's Food & Agriculture." This conference convened industry leaders, innovators, and food enthusiasts to discuss the future of food and agriculture. Presenting their research at an international conference allowed students to gain significant recognition and enhance their academic profiles. They also interacted with industry leaders and potential collaborators, expanding their professional networks.

We are immensely proud of our final-year students in the Bachelor of Science (Hons) in Culinology for their dedication and excellence. Their innovative presentations and products received considerable recognition, underscoring the exceptional talent cultivated at Taylor’s University. We would like to thank Impact Circle Malaysia for supporting and providing our students with these invaluable opportunities.