Sarawak has announced a strategic shift in its business events sector at IMEX Frankfurt 2026, marking its fourth consecutive year at the event. The Malaysian state is moving beyond mere destination promotion to focus on strategic industry development and long-term impact, supported by significant investments in infrastructure and connectivity. This includes the expansion of the Borneo Convention Centre Kuching (BCCK2) and the launch of its regional airline, AirBorneo.
Scheduled for completion in 2028, BCCK2 will boost Sarawak's capacity to host larger international conventions and exhibitions. AirBorneo, alongside the growth of international hotel brands, is set to enhance regional accessibility, strengthening Sarawak's business events ecosystem. Under the theme "Driving Impact Together," Sarawak's participation at IMEX Frankfurt aligns with its Post COVID-19 Development Strategy 2030 (PCDS 2030), focusing on collaboration, sustainability, and legacy-driven development.
Datu Hii Chang Kee, Deputy State Secretary and Chairman of Business Events Sarawak (BESarawak), emphasised the state's commitment to encouraging global industry collaboration for long-term growth. "Our focus today is on encouraging the global industry to contribute to the PCDS 2030 through meaningful collaboration and long-term growth opportunities," he stated.
Sarawak is also introducing "Legacy Wonders," a new approach to corporate meetings and incentive travel, offering immersive experiences that connect delegates with Sarawak's culture, nature, and communities. Additionally, initiatives like the Academic Mobility Programme aim to foster collaboration between universities, industry players, and international partners.
The Sarawak Pavilion at IMEX Frankfurt features exhibitors from the state's business events and tourism sectors, showcasing its rich culinary heritage and commitment to sustainable growth
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