Sarawak strengthens international presence, debuts pavilion at global business events trade show

To position itself as an international destination for legacy, thought leadership and innovation, the Malaysian state will launch its inaugural stand-alone pavilion at the upcoming IMEX Frankfurt, Germany in May

Sarawak will debut at IMEX Frankfurt its inaugural stand-alone pavilion this year
Sarawak will debut at IMEX Frankfurt its inaugural stand-alone pavilion this year

Brought to you by Business Events Sarawak

To leverage on the footfall and raise awareness about Sarawak, connect with new international counterparts and clinch more quality leads, the Malaysian state will debut at one of the world’s global trade shows for business events with its inaugural stand-alone pavilion this year.

IMEX Frankfurt is the annual international meeting point for business events where 2,500 exhibitors, as well as 3,000 decision-makers and global sector leaders are expected to attend the much anticipated event from May 23 to 25.

This year, the pavilion, Tribe Legacy Sarawak, by Business Events Sarawak (BESarawak) and themed Business Events Support Community Development, is an unique celebration of the industry’s strong involvement with local communities and contribution to economic, social and cultural sustainability in Sarawak.

The presence on IMEX Frankfurt’s show floor is expected to strengthen its position as an international destination for legacy, thought leadership and innovation.

Staying true to the theme of community development, the pavilion floor programme will focus on key talking points such as Sarawak’s Post Covid-19 Development Strategy (PCDS) 2030 where specially-curated plenaries will highlight the strategy’s six economic sectors and seven enabler sectors targeted for growth by the Sarawak Government.

Abdul Karim Rahman Hamzah, minister of tourism, creative industry and performing arts Sarawak said: “PCDS is a pivotal government strategy for Sarawak to achieve economic prosperity, social inclusion and environmental sustainability by 2030.”

The pavilion will spotlight an exhibition on Sarawak’s legacy impact development, PCDS 2030 and the International Journal of Business Events and Legacies.

Reflecting Sarawak’s commitment to social sustainability, BESarawak has also partnered with several SMEs and NGOs to exhibit a range of local products.

Amelia Roziman, CEO of BESarawak said: “We are encouraging associations, destination marketing organisations and convention & visitor bureaux from around the world to meet at the pavilion and discuss how we can collaborate to develop legacy impact and sustainability together.”

In addition to the exhibited features, a press conference will be held on the first day of IMEX Frankfurt (May 23) to unveil the 3-year Legacy Impact Master Action Plan and an official announcement by the Ministry of Energy and Environmental Sustainability on its commitment to legacy impact.

Since Kuching is Malaysia’s UNESCO City of Gastronomy, pavilion visitors will also be entertained with a creative mixology showcase by food and beverage provider, The Bibber’s Tale.

The range of artisanal beverages will introduce international palates to the unique flavours of ingredients native to Sarawak and flaunt the inventive relationship between the destination’s food and beverage industry and rich produce.

Additionally, pavilion visitors can meet with Sarawak’s six exhibiting industry partners: Borneo Convention Centre Kuching; Pullman Kuching and Pullman Miri Waterfront Hotel; tourism and hospitality services provider Hemisphere Corporation; professional conference organisers ARC Creators and Place Borneo and destination management company CPH Travel Agencies.

The minister added: “Starting this year, the pavilion will be a yearly affair at IMEX Frankfurt and we hope that with a consistent presence, Sarawak will become the preferred destination for business events. We are fully invested in business events as a business and collaboration platform to address economic, social and governance – ESG agendas.”

Keen to organise your next business event in Sarawak?
Find out more about the assistance available at the Tribe Legacy Sarawak pavilion at stand number B230

For more information on the pavilion, please contact Rose Bruce:

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