Sarawak concluded a three-day showcase at IMEX Frankfurt 2026 today, pivoting from destination marketing to long-term strategic development.
Marking its fourth year at the tradeshow, the Malaysian state detailed major infrastructure projects designed to establish the region as the business events legacy capital of Malaysia and Borneo.
Aligned with Sarawak’s Post Covid-19 Development Strategy 2030 (PCDS 2030), the delegation highlighted two upcoming infrastructure milestones: the expansion of the Borneo Convention Centre Kuching (BCCK2), set for completion in 2028 to increase international event capacity, and the launch of regional airline AirBorneo to improve accessibility.
“Sarawak has evolved beyond being a host destination to becoming a strategic destination partner…” said Hii Chang Kee, deputy state secretary (operation) and chairman of BESarawak. He noted that the state now focuses on collaborating with organisers to maximise long-term event impact, sustainability, and sector growth.
During the event, BESarawak also introduced Legacy Wonders, a new corporate incentive programme focusing on culture, adventure, nature, gastronomy, wellness, and kindness to drive community immersion. The state also promoted its Academic Mobility Programme, which links international academic research with Sarawak’s priority economic sectors.
BESarawak’s acting CEO Jason Tan Chin Foo stated that these initiatives strengthen Sarawak’s position by balancing investments in both hard and soft infrastructure.
The Sarawak Pavilion featured a combined delegation of local operators, major hotels, and venues, including Borneo Adventure, BCCK, Cat City Holidays, and Mercure Miri City Centre Hotel. Local culinary partners The Bibber’s Tale and the Culinary Heritage and Arts Society Sarawak also showcased the region’s heritage to global buyers before the tradeshow concluded.
