Sarawak amplifies presence at IMEX Frankfurt

Standalone pavilion showcases Sarawak's Legacy Capital status

Sarawak made a significant statement at IMEX Frankfurt in Germany with the launch of its Sarawak Pavilion on May 14, 2024, marking its second year exhibiting independently at one of the world’s foremost business event tradeshows. The pavilion, which takes on the theme "community growth and development", highlights the importance of collaborations in driving social and economic transformation through business events.

Deputy Minister for Tourism, Creative Industry and Performing Arts Sarawak, Datuk Snowdan Lawan, who is leading the delegation from Sarawak at the tradeshow, launched the pavilion in a ceremony held on May 14 at the Sarawak Pavilion itself, located at Stand A200 within the IMEX Frankfurt venue.

"This year is the second year that we are taking on IMEX Frankfurt with a (standalone) pavilion, and we are very excited to be with you again, with more to offer," the Minister said in his speech at the launching event.

"One year ago, the Premier of Sarawak announced that it was time to establish Sarawak as the Legacy Capital of Business Events in Malaysia and Borneo. We are very proud of this decision, for Sarawak is being recognised and identified as a business events powerhouse in the Southeast Asian region. Our efforts have been centred on driving legacy impact through business events and last year, we launched the Legacy Impact Master Action Plan 2023 to 2025 right here at IMEX," he continued.

For three days from today to May 16, the Sarawak Pavilion is showcasing itself as the Legacy Capital of Business Events with in-demand event solutions to the worldwide business events market. There are three talking points for Sarawak, namely Legacy Impact of Business Events hosted in Sarawak, the International Journal on Business Events and Legacies (IJBEL), and the Post COVID-19 Development Strategy (PCDS) 2030.

“Exhibiting at IMEX Frankfurt amplifies the message that Sarawak is genuinely interested and engaged in impact-driven events. With the Post COVID-19 Development Strategy 2030 in motion, the Sarawak government actively seeks quality business events to contribute to economic prosperity, social inclusion, and environmental sustainability,” asserted Snowdan.

“To attract international conventions and exhibitions, as well as corporate meetings and incentives, Sarawak must be recognisable and identifiable around the world. We are glad to be here again for the second year to explore new business opportunities with global players,” the Minister went on saying.

The Sarawak Pavilion's theme-appropriate key design element is the Tree of Life located in the centre. It symbolises the direct and indirect societal impact of business events, and how every form of business gathering relates to the world around us.

“Legacy impact is an important sense of purpose for the global business events community. They are becoming more aware of their impact, and we hope that by reaffirming our Legacy Capital status in Frankfurt, we can acquire useful insights, solid business leads, and prospective partnerships to help enhance this status and contribute to the PCDS 2030,” said CEO of BESarawak, Amelia Roziman.

This year, Sarawak is bringing more excitement to IMEX Frankfurt via its pavilion by showcasing the dynamic relationship between business events and creative communities and highlighting Sarawak's vibrant culinary offerings. This is made possible through a collaboration with the Culinary & Heritage Arts Society Sarawak (CHASS), UNESCO Creative Cities Network (UCCN) Kuching Creative City of Gastronomy, and food and beverage provider, The Bibber’s Tale.

Meanwhile, the event also witnessed the launching of the International Journal of Business Events and Legacies (IJBEL) Volume 2 Issue 2. IJBEL is an open access journal that aims to publish original research and industry viewpoint articles on business event issues varying from business event tourism to Meetings, Incentives, Conferences, and Exhibitions (MICE), business meeting ideas, and economic, social and tourism legacies.

IMEX Frankfurt visitors are welcome to enjoy the pavilion’s show floor entertainment on stand A200 and meet this year’s co-exhibitors, namely Business Events Sarawak (Convention Bureau), Borneo Adventure (Destination Management Company), Borneo Convention Centre Kuching (Venue), Cat City Holidays (Destination Management Company), Hemisphere Hospitality (Hospitality and Tourism Services Provider), Place Borneo (Professional Conference Organiser), Pullman Miri Waterfront Hotel (Hotel and Venue), and Pullman Kuching Hotel (Hotel and Venue).