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KUCHING: The business events industry in Sarawak is thriving, with major conferences, conventions, exhibitions, and related gatherings actively held, particularly in the heart of the city in recent years.
Once recognised primarily on the world tourism map, Malaysia’s largest state now firmly establishes its presence in the global business landscape as well.
While the Sarawak government remains committed to supporting industry stakeholders, these stakeholders, in turn, must be prepared to adapt and innovate to stay relevant in a constantly evolving world.
In light of Sarawak’s achievements as a business events destination, the 3rd Education in Hospitality and Tourism Forum (EHTF) brought together prominent speakers to share insights and stories from their professional journeys, fostering further growth and learning within the industry.
Business Events Sarawak (BESarawak) chief executive officer (CEO) Amelia Roziman said that, as Malaysia’s first convention bureau, Sarawak’s business sector has driven them to carve out a unique industry identity.
She explained that Sarawak’s business events were initially classified under MICE (Meetings, Incentives, Conventions, and Exhibitions), which was considered a small subset of tourism.
“We realised that to compete for national and international business events, we need a different approach. When we step onto the stage to bid for business, it’s not about showcasing Sarawak’s natural beauty, our trucks, or the size of our national parks.
“What’s essential is presenting Sarawak’s vision for hydrogen’s future in Malaysia and how we aim to pioneer and lead the hydrogen industry across Asia and the region.
“That’s what we focus on during the bidding process. Once we win the bid, then we can talk about the destination,” she shared on the second day of the EHTF at UCSI Hotel, Friday (Oct 25).
The forum, moderated by president of the Asia Pacific Institute for Events Management (APIEM) Professor David Hind, also featured managing director of Cat City Holidays, Mok Venia; and Associate Professor Dr Margaret Chan Kit Yok from Universiti Teknologi MARA (UiTM) Sarawak on stage.
Assoc Prof Chan spoke on the importance of legacy within the business events industry, sharing insights into how intangible outcomes from events can be transformed into measurable, tangible results.
“We’ve developed a case study on one of our conferences to illustrate how legacy can be quantified,” she said, extending an invitation for others to explore the approach in depth.
She emphasised the broader impact of legacy on international delegates, particularly as it aligns with governmental support and the goal of engaging policymakers.
One of their main objectives, she said, is to create a space for exchanging innovative ideas that can shape educational policies.
She highlighted a recent international conference on education within the digital ecosystem as a testament to this mission.
“Delegates acknowledged the importance of a lasting legacy, with networking as a key performance indicator,” she noted.
This networking led UiTM to connect with seven consultants from higher education institutions across Asia and Europe, ultimately securing a European Erasmus grant focused on capacity-building in higher education.
As such, she proudly asserted that this is the legacy they are proud to share.
Mok expressed her pride in the Sarawak government’s unwavering support for the business events industry, highlighting the inclusive nature of this backing.
“The Sarawak government strongly supports everyone in the business events sector, regardless of whether a company is well-established or just starting out.
“As long as you’re creative, consistent in your service, and dedicated to advancing the tourism business events industry, their support is there,” she said.
Mok acknowledged the valuable lessons learned from BESarawak and Assoc Prof Chan about the positive legacy that business events can create.
She noted that each conference and exhibition, even something as simple as a single booth at an event, can pave the way for future opportunities.
Addressing the younger generation in the audience, Mok emphasised the importance of language proficiency, particularly English, as essential for success in the global arena.
“We are laying the groundwork for the next generation to follow. “But it’s crucial for young people to prepare themselves, as capacity building is essential if we’re to carry Sarawak’s international reputation forward,” she said.
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