SINGAPORE: Sarawak launched its revitalised Tribe Legacy Sarawak campaign at The Meetings Show Asia Pacific (TMS APAC) 2025 here.
The campaign was unveiled alongside the official debut of the Sarawak Pavilion, signifying the state’s growing prominence as Malaysia and Borneo’s capital for legacy-driven business events.
The launch was officiated by Datuk Seri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts, who declared the pavilion as a powerful statement of Sarawak’s intent to become a globally competitive force in the international business events arena.
“This pavilion is more than just a showcase, it is a statement of intent.
“Sarawak is emerging as a developed, influential, and globally competitive hub for international business events,” he said.
Supported by Business Events Sarawak (BESarawak), the pavilion brought together nine co-exhibitors representing venues, accommodation providers, and travel and tour agencies including Borneo Adventure Tours and Travel, Borneo Convention Centre Kuching, Mulu and Miri Marriott Resort & Spa, Pullman Kuching, Sheraton Kuching, and more.
Visitors were also treated to Sarawak’s unique flavours, such as Sarawak laksa from Kantin and craft cocktails by The Bibber’s Tale, which truly taste Sarawak’s cultural charm.
The Tribe Legacy Sarawak campaign focuses on three transformative initiatives that align with Sarawak’s Post-Covid-19 Development Strategy (PCDS) 2030 and the United Nations Sustainable Development Goals, aiming to shape a more sustainable, inclusive business events ecosystem.
The first is LEGACY360, Business Events for a Sustainable Future, Southeast Asia’s first-ever conference dedicated to the legacies of business events, which will be held in Kuching on Oct 2.
The event, which is expected to attract around 300 delegates from across the region, will feature discourse on social, economic, and environmental contributions and held in conjunction with Kind Borneo, a non-profit corporate social responsibility expo.
The second initiative, the Borneo Inspire Legacy Awards (BILA), is Borneo’s first recognition platform honouring individuals and organisations driving change through business events, where 18 awards across five categories will be presented during a ceremony following LEGACY360, with nominations open until June 15.
Also announced was AI.LEGACY an intelligent impact management system that enables event organisers to track and report the measurable impact of their events in Sarawak.
This innovation supports data-driven decision-making and demonstrates tangible contributions to long-term development outcomes.
Amelia Roziman, CEO of BESarawak, noted that these initiatives collectively form part of the broader I AM LEGACY movement, a call to action that embraces collaborative transformation and community-driven impact.
“Every initiative we’ve launched in 2025 is designed to bring people and drive impact together through business events.
“This isn’t just about Sarawak. It’s a collective journey, and we welcome all sectors and industries to walk alongside us,” she said.
Abdul Karim further emphasised that while building legacies is the long-term goal, it begins with hosting impactful events and building meaningful relationships.
The Sarawak Pavilion also showcased community-based products and complimentary giveaways, highlighting the region’s creativity, hospitality, and enduring commitment to innovation and legacy.
“To our co-exhibitors and visitors, I wish you success in forging new partnerships and business opportunities.
“I look forward to welcoming you all to Kuching this October,” Abdul Karim said.
