KUCHING: Sarawak has attracted a surge of interest from China’s corporate meetings and incentive market following a two-day engagement in Beijing.
Business Events Sarawak (BESarawak) chief executive officer (CEO) Amelia Roziman said that during the Meetings, Incentives, Conferences, and Exhibitions (MICE) Meeting Point held at Hyatt Regency Beijing Wangjing, BESarawak met with corporate buyers and travel agents, drawing strong interest especially in incentive travel and corporate meeting packages.
“The outcome of the mission was highly positive, with a strong wave of interest and multiple enquiries for collaboration.
“This is good news for Sarawak as we are in the midst of developing a new brand for corporate meetings and incentives, designed to showcase Sarawak as Asia’s preferred destination for meaningful and purpose-driven business events,” she said.
Meanwhile, Deputy CEO Jason Tan Chin Foo said China remained a high-potential market.
“We are pleased to see the high level of engagement and interest during the two-day business exchange.
“This is a promising step towards building stronger business relationships in China and curating products and services that suit the Chinese corporate meetings and incentive market,” he said
According to BESarawak, China has become one of Sarawak’s fastest-growing sources of visitors.
It stated that arrivals nearly doubled from 39,243 in 2023 to 74,721 in 2024, marking a 90.4 per cent jump.
“For the first five months of 2025 alone, 28,815 Chinese arrivals were recorded, putting Sarawak on course to reach its 100,000-visitor target by year-end,” it said.
