The Malaysian state of Sarawak has been “doing extremely well” in the past year, not merely in terms of economic impact, but also the quality of legacy outcomes, with increased awareness among industry players of how business events can benefit the local community.
Amelia Roziman, CEO of Business Events Sarawak (BESarawak), said the bureau’s focus on developing the long-term legacy impact of business events with the help of its Legacy Impact Master Action Plan 2023-2025 and the International Journal of Business Events and Legacies has helped to reinforce understanding of the true value of such gatherings.
“There is increased awareness of business events and how they help to create new opportunities and connect people, resulting in more homegrown events that can be rotated out of Sarawak in the future while also attracting more international events to drive even bigger impacts,” Amelia told TTGmice.
She added that the local business events community is more “purpose-driven and conscious about their impact”, and that is reflected in how players maintain an impact mindset when managing, designing and delivering events. For example, more are adopting sustainable practices and promoting community-based initiatives and collaboration.
Maintaining an impact mindset forms a virtuous cycle, according to Amelia, as efforts create demand for local products and services, grow local industries, and create new jobs, which then attract more business events into Sarawak and inject new money into the economy, lifting business prospects and quality of life for local communities.
“We hope that by 2030, in line with the Sarawak government’s economic policy, legacy impact will become second nature in the business events ecosystem and investments made by the government on event impact will replace subvention schemes (as a means to attract organisers to the destination),” she added.
The economic policy refers to the Post Covid-19 Development Strategy 2030, which aspires to shape Sarawak into a society where everyone enjoys economic prosperity, social inclusivity and a sustainable environment.
Amelia shared that more event organisers see value in impact investments when deciding on their event host city.
“Event organisers do not conduct events to bring people to the destination. They have their objectives, which often include positive change (in the communities they serve),” she stated.
However, more national governments around Asia recognise the economic and social contribution of business events and are competing on the power of positive legacy.
As such, Amelia said the Sarawak government could further strengthen the state’s competitive advantage by showing strong support for business events through the involvement of government leaders; aligning event mission with the government agenda; pushing for improvements in air connectivity through collaboration with airlines; and working to improve the overall destination attractiveness through economic, social and political stability, tourism offerings, inclusive immigration policies and more.
She added that investment in training for business events professionals was also crucial, and the state leadership could provide subsidies for people development. Rewarding performance with awards, such as BESarawak’s Anak Sarawak Awards, is another valuable way to “recognise the people behind successful events” and motivate them to keep raising the bar.
