Sarawak strengthens global business events reach at IMEX Frankfurt 2026

Tan (front, third right) at the Sarawak pavilion at IMEX Frankfurt 2026 in Germany. Photo credit: BESarawak

By DayakDaily Team

KUCHING, May 21: Sarawak is set to evolve further as the Legacy Capital of Business Events in Malaysia and Borneo, as it returns to IMEX Frankfurt 2026, pushing long-term industry development and impact-driven growth beyond destination promotion.

In a statement issued yesterday (May 20), Sarawak is participating in the international trade show for the fourth consecutive year, held from May 19 to 21 at Messe Frankfurt, Germany.

Deputy State Secretary (Operation) and Business Events Sarawak (BESarawak) chairman Datu Hii Chang Kee said Sarawak’s role in the global business events industry has evolved.

“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.

“Sarawak has evolved beyond being a host destination to becoming a strategic destination partner that collaborates with organisers to maximise the long-term value and impact of their 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 added.

He said that this approach aligns with the Post COVID-19 Development Strategy 2030 (PCDS 2030) and the United Nations Sustainable Development Goals.

The focus this year goes beyond destination marketing, as Sarawak advances its long-term industry development agenda aimed at building stronger impact from business events.

This direction is supported by major infrastructure developments, including the upcoming Borneo Convention Centre Kuching 2 (BCCK2), which is expected to be completed in 2028 expanding the State’s capacity to host large-scale international conventions and exhibitions.

AirBorneo, the State’s regional airline initiative, will also enhance connectivity and further support the growth of international hotel brands in Sarawak.

These developments are expected to strengthen accessibility and reinforce Sarawak’s position within the regional business events ecosystem.

Sarawak’s participation at IMEX Frankfurt is held under the theme “Driving Impact Together”, in line with the Post COVID-19 Development Strategy 2030 (PCDS 2030).

Business Events Sarawak (BESarawak) is also introducing “Legacy Wonders”, a refreshed approach to corporate meetings and incentive travel in the State.

The initiative is built around culture, adventure, nature, gastronomy, wellness and kindness, offering immersive experiences for corporate delegates.

It aims to deepen engagement with Sarawak’s heritage and local communities, while promoting responsible and meaningful travel experiences.

Meanwhile, Acting BESarawak chief executive officer Jason Tan Chin Foo said Sarawak is strengthening both hard and soft infrastructure to support industry growth.

He said programmes such as the Academic Mobility Programme (AMP) connect universities, industry players and international partners.

“These initiatives reflect how Sarawak is strengthening its position as the legacy capital of business events through investments in both hard and soft infrastructure, while creating opportunities for different groups to contribute to community wellbeing and long-term development.

“Programmes such as AMP also provide platforms for academia and industry experts to channel their research, knowledge, and expertise into Sarawak’s priority sectors, driving meaningful collaboration and long-term impact across the destination,” he said.

Sarawak’s pavilion at IMEX Frankfurt features key players from the State’s business events and tourism ecosystem, including Borneo Adventure, Borneo Convention Centre Kuching, Cat City Holidays, Mercure Miri City Centre Hotel, Pullman Kuching Hotel, Pullman Miri Waterfront Hotel and Wah Tung Travel.

Local Food and Beverage (F&B) partners The Bibber’s Tale and the Culinary Heritage and Arts Society Sarawak (CHASS) were also present at the pavilion to showcase the State’s culinary heritage.

IMEX Frankfurt is one of the world’s leading business events trade shows, bringing together global meeting planners, association leaders, convention bureaus and industry suppliers from around the world. -DayakDaily