Sarawak’s strength lies in the richness of the state’s culture and heritage - which are a major draw for MICE and business events. Photo Credit: Adobe Stock/ReubenTeo
In today’s fast-evolving business landscape, destinations are
prioritising the design of business events to drive economic and social
progress as stakeholders like associations, meeting planners and
attendees seek higher returns on investment.
Case in point: Sarawak. The East Malaysian state’s allure as a MICE
and business events hub is anchored in its rich culture and heritage. As
Malaysia’s largest state on Borneo Island, Sarawak has one of the best
biodiversity hotspots in Southeast Asia, but its commitment to these
sectors goes beyond its inherent assets.
In 2021, Sarawak’s business event sector embraced the global
sustainability movement, aligning with Malaysia’s decarbonisation agenda
to focus on more than the economic returns of events. Leading this
charge is Business Events Sarawak (BESarawak), a non-profit destination
marketing organisation backed by the Sarawak government, dedicated to
positioning Sarawak as the premier meeting point in the region.
Sarawak’s strong presence on the show floor is a powerful tool of recognition and identity, reinforcing the huge impact that business events hosted in Sarawak can have on both society and the economy.
Amelia Roziman, CEO, BESarawak
At IMEX Frankfurt 2024, BESarawak presented Sarawak’s potential as a leading destination for business events
while underlining the state’s dedication to fostering positive change
through impactful and sustainable event tourism initiatives.
Amelia Roziman, CEO of BESarawak, says the Sarawak Pavilion – themed
“Business Events Support Community Development” – is part of a strategic
decision to gather valuable market insights and solidify the state’s
status as the “legacy capital of business events in Malaysia and
Borneo”.
“Sarawak’s strong presence on the show floor is a powerful tool of recognition and identity, reinforcing the huge impact that business events hosted in Sarawak can have on both society and the economy,” she adds.
Sarawak is swiftly positioning itself as the premier legacy capital for business events in Malaysia and Borneo.
Between 2024 and 2028, Sarawak anticipates hosting more than 42,000
delegates, projecting a direct delegate spending of RM188.3 million
(US$39.4 million) and generating revenues of RM20.8 million (US$4.4
million).
Building a legacy roadmap
BESarawak has unveiled a series of targets and strategies aimed at
transforming events into sustainable legacy-focused experiences. This
initiative aims to establish Sarawak as the premier legacy capital for
business events in Malaysia and Borneo for international planners.
To help planners understand the sector’s impacts and efforts, BESarawak established the world’s first International Journal of Business Events and Legacies (IJBEL)
as a communication platform that encompasses all aspects of business
events while merging business events and legacy themes into one title.
BESarawak has unveiled initiatives that aim at transforming business events into sustainable legacy-focused experiences in Borneo for international planners. Photo Credit: BESarawak
At last year’s IMEX Frankfurt, BESarawak unveiled the Legacy Impact Master Action Plan (Legacy MAP) 2023-2025,
outlining the organisation’s three-year development plans created in
collaboration with the Sarawak Government and consultancy group
GainingEdge.
The Legacy MAP aims to guide and influence decisions about hosting
business events in Sarawak, enhancing the relationship between business
events and their legacy impact, and aligning with Sarawak’s Post
COVID-19 Development Strategy 2030 goals.
IJBEL Volume 2 Issue 2 has been launched at IMEX 2024 – this edition
is focused on sustainability aligned with the global industry’s emphasis
on sustainable meetings.
Collaboration on the ground
Collaborations between the government, stakeholders and BESarawak are
crucial in achieving shared objectives to make Sarawak a leading
business event destination.
Said Adrian Ng, general manager of Pullman Kuching, which was among
the co-exhibitors at IMEX Frankfurt 2024 with BESarawak: “We are excited
to showcase our contemporary facilities, equipped to host a variety of
international MICE events. Our goal is to attract more world-class
events to this beautiful destination.”
By leveraging these strategic collaborations and its extensive
experience in business events legacies, Sarawak has reached significant
milestones since 2019. Key achievements include prioritising the
industry in the state’s development policies, hosting two ICCA
(International Congress and Convention Association) Congresses within
four years, initiating the Business Events Sarawak Legacy Initiative,
and appointing five business events legacy ambassadors through its
Business Events Sarawak Legacy Ambassador Programme, among others.
This article first appeared in the April-June 2024 issue of M&C Asia as part of “The power of legacy creation” destination feature. Click here to read more from this issue.