Sarawak is repositioning business events from the traditional tourist experience to purposeful, community-led experiences that bring groups closer to Sarawak’s communities, culture and way of life.
While Sarawak is already known for its culture, nature, adventure, gastronomy and festivals, the destination is placing greater emphasis on experiences that allow business event groups to engage more deeply with the people, sectors, and communities behind them.
The Honourable Datuk Snowdan Lawan, Deputy Minister for Creative Industry and Performing Arts Sarawak, outlines that Sarawak’s strength lies not only in what delegates can see, but in what they are able to experience first-hand. “Sarawak is a place where an event can become an experience that people can remember and be inspired by,” he says.
“What makes Sarawak unique is not simply our culture, nature, adventure, food or festivals. It is the opportunity for business event groups to experience Sarawak through our people and communities, to understand the values that shape the way we live and to take part in experiences that cannot simply be recreated elsewhere,” he adds.
The Deputy Minister outlines that Sarawak’s tribal values, including community, hospitality, respect, togetherness and strong relationships, give groups another way of understanding the destination.
“When delegates spend time with our communities, they begin to understand why relationships matter so much here, why people remain closely connected and why industries are growing in Sarawak. These values are significant for today’s rapidly changing business event environment.”
A key focus is creating stronger links between business events and local communities by connecting organisers and delegates with NGOs and social enterprises to develop corporate social responsibility and impact programmes with longer-term value.
Jason Tan Chin Foo, Chief Executive Officer of BESarawak, stresses that the value of business events should extend beyond what delegates experience during their visit to what their presence can contribute to the destination.
“A meaningful experience should create value for organisers, delegates and the destination. We want them to leave Sarawak with memorable experiences, but we also want the communities they engage with to benefit from having them here,” he emphasises.
“When we connect business event groups with local communities, NGOs and social enterprises, it must be done with respect. We work with them to understand where groups can contribute meaningfully and how the engagement can create value for the community itself. That is the kind of event experience we want Sarawak to be known for.”
The historic Brooke Dockyard Industrial Heritage Museum is an example of how Sarawak’s heritage spaces can be transformed into unique event venues.
BESarawak wants to strengthen Sarawak’s competitiveness by connecting business event organisers with local communities, heritage and ways of life, including through NGOs and social enterprises that enable delegates to contribute meaningfully to the communities they engage with. The aim is to create experiences that are more distinctive, authentic and purposeful. Visitors to ITB Asia 2026 can learn more about this strategy on the stand at the show.
