MIRI: Sarawak is increasingly turning to gastronomy as a strategic tool to drive tourism, attract international partnerships and strengthen its global profile, with more than 3,000 delegates from Asia and Europe expected to gather here next week for one of the region’s largest culinary and business events.
The World National and World Asia Tapas Competition, Exhibition, Festival and Seminar 2026 (WATCEFS 2026), scheduled from June 18 to 21, is being positioned as more than a culinary competition.
State leaders view the event as a platform to showcase Sarawak’s multicultural food heritage, promote local products to international markets and reinforce the state’s growing reputation as a destination for gastronomy tourism and business events.
Deputy Minister for Tourism, Creative Industry and Performing Arts, Datuk Sebastian Ting Chiew Yew said the event reflects Sarawak’s ambition to convert cultural assets into economic opportunities.
“This is where culture becomes commerce,” he said when speaking at a press conference here on Sunday.
“When our chefs compete internationally, they carry not only their culinary skills but also our heritage, flavours and identity. International recognition creates opportunities for tourism, exports and investment.”
The four-day event is expected to attract chefs, exhibitors, tourism professionals and industry leaders from 12 countries, including Spain, China, Vietnam, Brunei, Indonesia, South Korea, Thailand, Singapore, Cambodia, Jordan, Abu Dhabi and the Philippines.
Around 30 Malaysian chefs will compete in the World National Tapas Competition, while 25 contestants from across Asia will battle for a place at the World Tapas Championship in Valladolid, Spain, widely regarded as the birthplace of modern tapas culture.
For Sarawak, however, the significance of the event extends beyond the competition arena.
The state has spent the past three years building ties with Valladolid through gastronomy, creating an international partnership that has helped elevate Sarawak’s standing within global culinary circles.
Today, Sarawak proudly carries the title of Asia Capital of Tapas, a distinction that reflects not only the state’s culinary innovation but also the diversity of its multicultural society.
Ting said the event aligns closely with Sarawak’s long-term economic agenda under the Post-COVID-19 Development Strategy 2030, which identifies tourism, culture and creative industries as key growth sectors.
“Events such as WATCEFS create opportunities that go far beyond visitor arrivals. They facilitate knowledge transfer, business networking, international collaboration and market access for local producers and entrepreneurs,” he said.
The economic impact is expected to extend across multiple sectors.
An international trade exhibition involving exhibitors from Malaysia, China, Indonesia, Brunei and Spain will feature business matching sessions aimed at generating commercial opportunities for food producers, hospitality operators and tourism businesses.
Local products, including Sarawak pepper and specialty ingredients, will be promoted directly to international buyers, chefs and restaurateurs seeking distinctive flavours and sourcing opportunities.
Miri Mayor Adam Yii Siew Sang said the event demonstrates the city’s growing capacity to host major international gatherings while strengthening its reputation as a gateway to northern Sarawak.
“Hosting WATCEFS 2026 is more than welcoming a culinary event. It is an opportunity to showcase Miri as a city capable of delivering world-class business events while promoting our cultural diversity, tourism attractions and hospitality industry,” he said.
The city, home to more than 433,000 residents representing 34 ethnic communities, serves as the gateway to Sarawak’s two UNESCO World Heritage Sites, Gunung Mulu National Park and Niah National Park.
Officials hope many delegates will extend their stay to explore the region, creating additional benefits for hotels, tour operators, transport providers and local businesses.
Among the highlights of the programme is “Asia on a Plate”, a curated culinary showcase bringing together 25 chefs from across the continent to present tapas inspired by their respective cultures and traditions.
The event will also feature the second Borneo Barista Art Challenge and the World Coffee Blending Competition, reflecting the growing prominence of Borneo’s specialty coffee sector.
Meanwhile, seminars and masterclasses led by international experts will focus on sustainability in gastronomy, food safety, digital tourism and strategies for transforming culinary recognition into commercial success.
For organisers, the objective is clear: to position Sarawak not only as a destination known for its natural attractions but also as a recognised player within the global gastronomy economy.
As chefs prepare to compete for international honours, Sarawak is pursuing a larger prize.
The state is seeking to transform food, culture and creativity into catalysts for economic growth, international visibility and long-term tourism development.
If successful, WATCEFS 2026 may ultimately be remembered not simply as a culinary competition, but as another step in Sarawak’s journey towards becoming one of Asia’s most influential gastronomy destinations.
