SINGAPORE: Sarawak is stepping up its engagement with the Asia Pacific (APAC) market as demand grows for impact-driven business events, positioning itself as a strategic partner rather than just a host destination.
Business Events Sarawak (BESarawak) intensified its outreach through the BESarawak Destination Update & Networking Session, attended by over 70 organisers and partners from Singapore.
Held in conjunction with ‘The Meetings Show Asia Pacific’ week, the session builds on strong interest generated at the Sarawak Pavilion, where international organisers showed increasing interest in the state as a destination for meetings, incentives, conventions and exhibitions (MICE).
Organised in collaboration with Sarawak Trade and Tourism Office Singapore (STATOS), the session highlighted Sarawak’s Post COVID-19 Development Strategy 2030 as a key driver for conventions and exhibitions, while also promoting opportunities for corporate meetings and incentives.
BESarawak’s Acting Chief Executive Officer (Acting CEO), Jason Tan Chin Foo, said Singapore remains a high-value source market due to its strong base of regional headquarters, international associations, professional conference organisers, travel agents and destination management companies.
“This positions Sarawak to capture business events expanding beyond Singapore, particularly those seeking destinations that deliver impact, value and distinctive experiences,” he said in a statement.
He added that with priorities shifting towards long-term impact, Sarawak – supported by strong connectivity from Singapore – is well-placed to serve as a strategic partner for event organisers.
Meanwhile, STATOS continues to work closely with Singapore-based organisers, particularly destination management companies and travel agents, through targeted support and facilitation to ensure smooth programme delivery.
STATOS’ CEO, Chew Chang Guan, said the office plays a key role in connecting organisers with suitable partners and opportunities in Sarawak.
“As awareness of Sarawak continues to grow, we are focused on showcasing the destination as a modern, well-equipped choice with the right attractions, infrastructure and capabilities to support high-quality programmes,” he said.
During the session, organisers also expressed strong interest in the Academic Mobility Programme (AMP), a new BESarawak initiative linking universities with Sarawak’s priority sectors through curated study visits and technical tours.
The programme aims to enable research and learning to be applied in real-world settings, fostering collaboration between academia and industry.
Sarawak is also gaining traction as a destination for corporate meetings and incentive programmes, driven by demand for experience-led itineraries featuring culture, adventure, nature, food and festivals.
