Present at the end of May at IMEX Frankfurt, Sarawak used the MICE travel show to reinforce its ambitions to become Asia’s leading destination for legacy-driven business events. Rather than simply promoting itself as another meetings destination, the Malaysian state is highlighting a long-term strategy centered on sustainable growth, knowledge sharing, and lasting economic and social impact.
This broader shift in strategy is translating under the new theme “Driving Impact Together”.
Sarawak is positioning itself as a strategic partner for event organizers seeking measurable outcomes that extend well beyond the closing ceremony. Supporting this vision is a series of major investments designed to strengthen the state’s meetings, incentives, conferences and exhibitions (MICE) sector.
Among the headline developments is the planned expansion of the Borneo Convention Centre Kuching through the construction of BCCK2, which is expected to be completed in 2028. Once operational, the expanded venue will significantly boost Sarawak’s ability to host larger international conventions and exhibitions.
The destination is also preparing for improved regional connectivity through AirBorneo, its new regional airline expected to enhance access across Malaysia and neighboring markets. Combined with continued investment from international hotel brands, the new airline is expected to further strengthen Sarawak’s appeal to international event planners.
Promoting legacy for business events (Image: Business Events Sarawak)
Building business events with a lasting legacy
Beyond infrastructure, Sarawak is placing equal emphasis on creating meaningful experiences for delegates.
Business Events Sarawak (BESarawak) is introducing Legacy Wonders, a new concept designed for corporate meetings and incentive travel programs. The initiative combines culture, adventure, nature, gastronomy, wellness and community engagement, encouraging delegates to experience the destination while contributing to local communities through responsible and sustainable tourism.
The strategy aligns closely with Sarawak’s Post COVID-19 Development Strategy 2030 (PCDS 2030), which seeks to use business events as catalysts for innovation, investment and sector development.
“Our focus today is on encouraging the global industry to contribute to the PCDS 2030 through meaningful collaboration and long-term growth opportunities,” highlighted at IMEX Datu Hii Chang Kee, Deputy State Secretary (Operation) and Chairman of Business Events Sarawak.
He said Sarawak has evolved from being simply a host destination into a strategic partner that works alongside organizers to maximize the long-term value of their events through sustainability initiatives, impact measurement, investment opportunities and cross-sector collaboration.
The destination is also expanding its knowledge economy through initiatives such as the Academic Mobility Programme (AMP), which connects universities, industry leaders and international partners via technical visits, research exchanges and knowledge-sharing programs aligned with Sarawak’s priority industries.
Acting BESarawak CEO Jason Tan Chin Foo said investments in both physical infrastructure and knowledge-based initiatives are helping establish Sarawak as Malaysia and Borneo’s Legacy Capital of Business Events, while creating opportunities for communities, researchers and businesses to contribute to sustainable long-term development.
