WTCKL Set To Return To Its Glory Days After Transformation

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WTCKL SET TO RETURN TO ITS GLORY DAYS AFTER TRANSFORMATION

A er more than two years of lockdowns and restrictions, Business Events venues are starting to get busy. World Trade Centre Kuala Lumpur Group Managing Director Datuk Seri Dr Irmohizam Ibrahim is proud to unveil KL’s newly transformed business centre, RACHAEL PHILIP writes.

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here is a breath of fresh air over at the World Trade Centre Kuala Lumpur (WTCKL), formerly known as Putra World Trade Centre or PWTC for short. The almost 40-year-old building – a pioneer in the Malaysian Business Events sector – has managed to shrug o its tired and sometimes dingy atmosphere.

A recent visit to the place saw a trendy café, catchy art pieces along the corridors and walk ways and most impressive is the stunning co-work space designed with mostly white furnishings. It is bright and vibrant, conducive for a productive work day.

Datuk Seri Irmohizam Ibrahim, Group Managing Director of the WTCKL, says the Business Events sector has become very competitive.

“Clients and businesses expect changes. With this in mind, we took on a large-scale rebranding exercise beginning in 2019,” says Irmohizam, who is accustomed to wearing many hats. He is a lawyer with his own rm, law lecturer at UiTM and adviser to various government bodies. He is also the rst Malaysian to become the Chairman of Conferences and Exhibitions, Member Advisory Council (MAC), World Trade Centre Association (WTCA).

PWTC o cially changed its name to WTCKL to conform to the WTCA’s Standard Brand Guidelines. It is the only convention centre in Malaysia licensed as a World Trade Centre under the international association, headquarted in New York. Globally, the association has 323 members licensed in 90 countries.

Being a member gives WTCKL access to a global network catering to conferences and business events. WTCA members can also use the facilities provided in member countries for their events and leverage on potential markets in member countries.

STAYING RELEVANT

Besides the name change, the premise also underwent renovations and refurbishing. Two of its flagship halls – Dewan Tun Hussein Onn and Dewan Tun Dr Ismail – as well as 10 of its small meeting rooms have been upgraded.

These spaces now have modern conference facilities as well as a new look all together.

“We have upgraded our premise according to current trends and demand. For instance, we now use clean lightings in line with UN’s Sustainable Development Goals and the ESG rating system. While it brightens up the place and saves energy, it also helps us to generate a green value proposition for our venue,” he says.

The Co-Work space is also a clever means to generate value for the venue, which all this while was mainly reserved for exhibitions and conferences. Now WTCKL wants to be also known as a business centre, says Irmohizam. He hopes that its clients will take advantage of its prestigious address – World Trade Centre Kuala Lumpur, 41 Jalan Tun Ismail – and park themselves here.

“The Co-Work o ers virtual and physical o ces for start-ups and small businesses. A virtual o ce at

“We cannot sit around and wait for business like in the old days. We have to be proactive and seek new business opportunities.”

– Datuk Seri Dr Irmohizam Ibrahim, Group Managing Director of World Trade Centre Kuala Lumpur

the WTCKL will give you a respected correspondence address while at the same time help reduce overheads. Clients can choose to rent the physical space for hourly, daily or months rates. The coworking space features meeting rooms as well as video conferencing facilities and business support services,” he explains.

The Riverside Café was also recently upgraded to cater to a younger crowd. Along with other key management teams from the same industry, our café is led by a team of experienced chefs from international hotel chains.

“We are serious about creating an ecosystem at the WTCKL. As such, our eateries have to have a certain standard and ambience.”

CHANGING MINDSETS

The last three years have also seen businesses evolve signi cantly to cater to the new norms of life post-pandemic. Even the WTCKL has changed the way it does business.

“We cannot sit around and wait for business like in the old days. We

have to be proactive and seek new business opportunities,” Irmohizam explains adding that executives from the WTCKL have made various working trips overseas to promote the venue as well as the country as an Asean exhibition hub.

WTCKL has also been forced to look within itself and analyse its operations. In light of the pandemic, it has secured the SafeBE certi cation from the Malaysian Association of Convention and Exhibition Organisers and Suppliers, demonstrating its seriousness in the levels of hygiene and safety on its premise.

“We have implemented the latest technology and rigorous SOPs so that our venue is in compliance with stringent safety criteria.

“This will not only build and instil con dence among event organisers and the public, it will also provide a well-regulated environment to jumpstart business events and pave the way for business recovery.”

Besides these, WTCKL has invested in new events technology and human capital to position itself ahead of the curve. The business is keen to network and collaborate with other Business Events players, related industries such as the tourism industry as well as relevant government ministries and agencies.

For instance, in the tourism sector, Asean countries are major contributors to Malaysia’s international tourist arrivals. In 2019, visitors from Asean totalled almost 18 million, a 69% share of the overall arrivals of 26 million tourists, Irmohizam reveals.

“We want to make full use of this and enhance Malaysia’s MICE industry by building closer relationships with our Asean counterparts and exploring new opportunities to boost the region’s Business Events market.”

WTCKL is also rolling out its carpets for weddings, not just celebrity-type weddings but medium-sized and intimate nuptial events at a ordable rates, signalling that is serious in hosting a variety of clients and business events.

“Business is picking up and wwe always try our best to accommodate and customise our clients’ requests so that a win-win situation is achieved. We believe in a constructive, transparent and two-way communication with all our clients.”

ALWAYS AHEAD

Because of its a liation with WTCA, the Business Events Centre strives to be at the forefront of providing impactful services. “We want to make sure that our service is on par with the standards set by the WTCA. Here, we want to make sure that all parts of the facility are ready and that we are always at our best. We conduct regular and random checks on all our applications.”

“The Business Events sector is a revenue generator for a variety of industries such as retail, tourism, hotel and F&B. Hence, it is vital that the sector keeps up with the trends in the industry, remains agile and even is one step ahead of the game, utilising the latest in technology and communications methods.

“Going digital, using social and digital media platforms is the best and fastest way to communicate with the public on what’s up and coming.

“With all these changes, however, one thing remains. In our sector, be it pre-pandemic or postpandemic, we must always strive to create meaningful and memorable connections. This is what events are all about.

“WTCKL advocates humanising business events. This industry is built on profound human connection and the ability to push forward an overall humanised and wholesome experience. Our goal should be to make exhibition events lively, relatable, engaging and dynamic.”