BESarawak’s new ‘I AM LEGACY’ campaign emphasises cultural experiences and meaningful event impact. Photo Credit: iStock/Vincent-Ng
Sarawak wasn’t just joining the table at The Meetings Show Asia Pacific 2025 (TMS APAC) – it brought its whole kitchen and then some more. With a bigger presence at the show this year, Business Events Sarawak (BESarawak) rolled out its new ‘I AM LEGACY’ campaign with a full-flavoured showcase, complete with cocktails, culture and community.
Visitors stepping into the Sarawak pavilion enjoyed a multisensory experience, from the aromatic flavours of Sarawak Laksa, prepared by KANTIN, to artisanal cocktails served by Bibber’s Tales, both of which are local entrepreneurs from the state.
“Everything is deliberately curated to flaunt the experience that you can expect in Sarawak,” said Amelia Roziman, CEO of BESarawak. “We’re not here to sell meetings – we’re selling meaning. It takes a community to make real progress and the brand-new movement will reinforce this message.”
Legacy-driven showcase
BESarawak's LEGACY360 is pioneering forum in Southeast Asia championing business event legacies, focusing on long-term positive impacts beyond economic benefits for a sustainable future.BESarawak is also positioning itself as a thought leader with LEGACY360, the region’s first event dedicated to business event legacies. “The event will gather approximately 300 delegates from across the region to communicate their forms of sustainable social, economic, and environmental development and take action for good,” said Roziman.
Roziman also announced Kind Borneo, a non-profit initiative that “fosters partnerships between corporates, philanthropies, and non-profit organisations and promotes the importance of kindness within corporate setups.”
Meanwhile, AI.LEGACY is conceived a game-changing tool for event planners. “This intelligent impact management system... is specifically designed to measure the quantitative and qualitative impact of business events hosted in Sarawak,” she added. It aligns with Sarawak’s post Covid-19 Development Strategy 2030 and “empowers event planners with a true understanding and clear evidence of their impact.”
“These initiatives strengthen not only the legacy impact of business events in Sarawak but also legacy advocacy worldwide to facilitate action and collaboration,” Roziman added.
New hotels, big moves, and smart cities
Sarawak is also building serious infrastructure to back its legacy ambitions. Roziman highlighted several key developments poised to elevate the region’s appeal for business events:
Cocoon Resort Kuching – a luxury retreat inspired by nature, ideal for small incentive groups.
Borneo Convention Centre Kuching – expansion underway to accommodate up to 10,000 pax.
Voco Kuching – IHG’s first voco in Malaysia, opening 2026 with 2,400sqm of meeting space.
Kenyalang Smart City Project (Miri) – will house a 5,000-pax convention centre.
Pullman Kuching – undergoing a full transformation by 2026.
AirBorneo – Sarawak’s new full-service airline, following the MASwings acquisition.
Autonomous Rapid Transit (ART) – a sustainable transport system powered by hydrogen.
Tanjung Embang Airport – proposed new international gateway to support increased connectivity.