KUCHING: Sarawak is strengthening its push for long-term, impact-driven business events development at IMEX Frankfurt 2026, marking a shift from destination promotion to strategic industry growth.
Business Events Sarawak (BESarawak) chairman Datuk Hii Chang Kee said Sarawak was no longer positioning itself solely as a host destination.
“Our focus today is on encouraging the global industry to contribute to the PCDS 2030 through meaningful collaboration and long-term growth opportunities.
“Sarawak now aims to work closely with organisers to create lasting impact through sustainability initiatives, investment opportunities and wider industry collaboration,” he said in a press release.
Among the developments supporting the strategy are the expansion of the Borneo Convention Centre Kuching (BCCK2), expected to be completed in 2028, and the introduction of AirBorneo to improve regional connectivity.
BESarawak acting chief executive officer Jason Tan Chin Foo said initiatives such as the Academic Mobility Programme (AMP) would also help connect universities, industries and international partners through knowledge-sharing and technical exchanges.
Sarawak is also introducing “Legacy Wonders”, a corporate meetings and incentive travel initiative centred on culture, nature, wellness and community engagement.
Held from May 19 to 21 at Messe Frankfurt, IMEX Frankfurt is among the world’s leading business events trade shows, bringing together meeting planners, convention bureaus and industry players globally.
