Taking the battle (and attractions) Down Under

Dato’ Dr Zaliha Omar (left) from the Malaysian Association of Rehabilitation Physicians showing affection to Brooke the Orangutan, flanked by Chew Chang Guan (right), SCB’s general manager of government and industry relations.
Dato’ Dr Zaliha Omar (left) from the Malaysian Association of Rehabilitation Physicians showing affection to Brooke the Orangutan, flanked by Chew Chang Guan (right), SCB’s general manager of government and industry relations.

Why wait for someone to come find you when you can go to them instead? That was what representatives of the Sarawak Convention Bureau (SCB) did recently when they ventured down to Gold Coast, Australia, to attend the Associations Forum National Conference 2018 (AFNC 2018). The mission was simple: to foster global community ties for the Malaysian state's MICE sector. 

At the event, Amelia Roziman, COO of SCB, reiterated the global tribes spirit among associations, "Widely recognised as the premier meeting [for] Australia's and New Zealand's association sector, AFNC 2018 is [the] congregation of experts [passionate] in advancing impactful change to their association members and their communities, which, in turn, create a stronger awareness within the region. This is in line with what our campaign 'Redefining Global Tribes' is about - creating a stronger identity with a unified community." 

Roziman then added that the inclusivity of SCB's campaign means that they have to consistently work with their association partners around the world. "Our Australasian counterparts, with whom we have always had a terrific relationship, plays an important role in building a stronger, diverse and more productive global identity through business events."

Under the 'Redefining Global Tribes' campaign, Sarawak has successfully attracted close to 90 business events in 2017 alone. The campaign will also spur the state's inaugural conference, the Business Events Tribal Meet (TriBE 2018), which will feature six international thought leaders in a bid to create a new generation of business events leaders.



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