DISCOVERYMICE SDN BHD is an international consultancy focused in producing and planning international meetings, global conferences and events in the Asia Pacific region. Established in 2004, we are firmly committed to implement new and innovative solutions in development of vibrant tourism nations. Through global conferences and information technology, we bring about new changing tourism policies that has impact on sustainable tourism development, natural and cultural conservation as well as responsible tourism through capacity building and education.



DISCOVERYMICE's broad and in-depth expertise involves both private and public sectors. As such we are uniquely competent to bring forth an appropriate mix of skills, expertise and experience, allowing us to act as a bridge between Governments, companies, academia and NGOs in respect of joint collaboration/ventures as well as private/public sector partnerships.


Our consultancy and collaboration spans across the Asia Pacific region including the Greater Mekong Sub-region and the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT).



Lee Choon Loong

President/Chief Executive Officer


Specialisation :


World Conferences on Tourism for the Tourism Leaders


H.E. Dr Taleb Rifai, Secretary-General, World Tourism Organisation

UNWTO's Commitment to Ecotourism and Commendation on DISCOVERYMICE's 3rd World Ecotourism Conference, 3-5 October 2011, Cambodia

Video from UNWTO on Vimeo.



3rd World Tourism Conference, 2013

Melaka, Malaysia, 21st to 23rd, October, 2013

5th World Ecotourism Conference,

Cebu, Philippines, 13th to 15th November 2013



4th World Ecotourism Conference,

Gyeonggi, South Korea, 2nd to 5th September 2012 

3rd World Ecotourism Conference,

Sihanoulville, Kingdom of Cambodia, 3rd to 5th October 2011


2nd World Ecotourism Conference 2010,

Kuala Lumpur, Malaysia, 8th - 11th July 2010

1st World Ecotourism Conference 2009, Vientiane, Lao PDR (WEC2009)


UNWTO World Tourism Conference, 2007


Rural and Community-Based Tourism Consultancy
  • Malaysia - Rural Village Economic Development Programme -

  • Malaysia - East Coast Economic Region (ECER) - Business Consultant for Homestays

  • Malaysia Rail Tourism Programme for Ministry of Tourism -"Malaysia Rail Explorer"

  • Revitalisation of Rural Resources - a public-private partnership capacity building project with the Malaysian Ecotourism Association

  • Community Driven Tourism (CDT) workshops to revitalise communities in rural and natural areas

  • Expert Input for Perak State Strategic Tourism Plan

Tourism & Information Communications Technology

DynamicPackages - A web-based dynamic booking engine for airlines, hotels, wholesalers   and tour operators. It is especially suited for small and medium size enterprises due to its ease of use, affordability and proven 8 year record in the market.

  • Berjaya Vacation Club

  • Genting Group

  • World Tourism Conferences

  • Discovery Travel & Cuisine Sdn Bhd

  • Ministry of Tourism, Malaysia

  • Various hotel chains


Global Partners and International Community

In view of the nature of our work, trust and confidentiality are of paramount importance to us and our partners. Therefore, except for public-domain projects for Governments and international funding agencies, we do not advertise or otherwise publicise the names of our partners and projects. We are however able to provide partner and project references where appropriate.


Our clients range from national governments, state governments, provincial and district authorities to tourism NGOs and associations. Our clients in the private sector includes airlines, tour wholesalers, travel agencies and hotels in the Asia Pacific region.


We are receptive towards any tourism projects that offers challenges to create a lasting and positive impact on the people and the tourism industry. Our philosophy is to take a leadership role in advocating innovative and transformational policies that makes a difference to local communities and economies.


Related Links:



is an affiliate member of

  Pre-WEC2012 SOUTH KOREA - Behind the North and South Korea's DMZ wire fence is no man's land for over 50 years but can it be now a model ecotourism site for nature and peace?  
  WEC2011 CAMBODIA - 1st Ministerial Roundtable on Ecotourism with Minister/Deputy Ministers of Tourism from Cambodia, Lao PDR, Myanmar, Vietnam with UNWTO Programme Committee Chairman and UNWTO Director of Sustainable Tourism Development.  
  WEC2010 MALAYSIA - Opening Ceremony by Chief Minister of Perak, Malaysia, Deputy Finance Minister, Secretary-General Ministry of Tourism and Chairman of Tourism Malaysia/Chairman of UNWTO Programme Committee  
  WEC2009 LAO PDR - Opening Ceremony by Prime Minister of Lao PDR with Tourism Minister of India, Tourism Minister of Lao PDR and UNWTO representative from Madrid.  


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