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SARAWAK is entering a new phase in its global business events strategy, pivoting towards long-term impact and industry development as it marks its fourth consecutive participation at IMEX Frankfurt 2026.
No longer focused solely on destination marketing, the state is repositioning itself as a strategic partner to event organisers, with an emphasis on sustainability, innovation and legacy outcomes in line with its Post COVID-19 Development Strategy 2030 (PCDS 2030).
This shift is backed by major investments in infrastructure and connectivity, including the planned expansion of the Borneo Convention Centre Kuching (BCCK2) and the launch of a regional carrier, AirBorneo.
Slated for completion in 2028, BCCK2 is expected to significantly boost Sarawak’s capacity to host large-scale international conventions and exhibitions.
At the same time, improved air links and the growing presence of international hotel brands are set to enhance accessibility and strengthen the state’s business events ecosystem.
Under the theme “Driving Impact Together”, Business Events Sarawak (BESarawak) is also unveiling “Legacy Wonders”, a new offering targeting corporate meetings and incentive travel.
The initiative focuses on immersive, purpose-driven experiences rooted in culture, nature, gastronomy and community engagement, encouraging delegates to contribute to local development while engaging with the destination.
Chairman of BESarawak, Hii Chang Kee, said Sarawak’s presence at IMEX has evolved beyond visibility.
“Our focus today is on encouraging the global industry to contribute to the PCDS 2030 through meaningful collaboration and long-term growth opportunities,” he said.
He added that Sarawak is now positioning itself as a strategic destination partner, working closely with organisers to maximise the long-term value and impact of events.
“This includes supporting legacy and sustainability initiatives, measuring impact, and creating opportunities for investment, innovation, sector growth, and wider industry collaboration.
“Through this approach, business events can contribute meaningfully to the PCDS 2030 and the broader United Nations Sustainable Development Goals,” he said.
Beyond infrastructure, Sarawak is also strengthening its support ecosystem through initiatives such as the Academic Mobility Programme (AMP), which connects universities, industry players and international partners through technical visits, study exchanges and knowledge-sharing aligned with the state’s priority sectors.
Acting chief executive officer of BESarawak, Jason Tan Chin Foo, said these efforts reflect a broader push to develop both “hard and soft infrastructure” in tandem.
“These initiatives reflect how Sarawak is strengthening its position as the legacy capital of business events, while creating opportunities for different groups to contribute to community wellbeing and long-term development,” he said.
At the Sarawak Pavilion in Messe Frankfurt, BESarawak is joined by exhibitors from across the tourism and business events value chain, alongside local food and beverage partners showcasing the state’s culinary heritage to a global audience.
Held from May 19 to 21, IMEX Frankfurt remains one of the world’s leading trade shows for the business events industry, bringing together meeting planners, association leaders and suppliers from around the world. – May 22, 2026
