ITB Asia News spoke with Amelia Binti Roziman, CEO at Business Events Sarawak, in an exclusive interview. The CEO discussed about the destination’s increasing MICE appeal and highlights at the show this year.
Sarawak has become a prominent destination for MICE. Can you share some of the latest developments and innovations in your MICE offerings that will appeal to event planners and organisers?
We’ve been increasingly focused on MICE innovations that aim to create a tangible and intangible impact on society. Transforming MICE into platforms for positive social, economic, and environmental change is not a trend for Sarawak — it’s here to stay.
The Sarawak government included MICE as 1 of 6 key economic sectors of the Post COVID-19 Development Strategy 2030, which means strong emphasis and investment in MICE. With this inclusion, events are measured by their economic and social impact. We’re also excited to announce that in Q1 2025, we will be launching a legacy measurement dashboard where planners and organisers can track, measure and report their economic and social contributions.
This shift from transactional to transformational event planning provides exclusive collaboration with key government leaders, greater access to fundamental resources such as funding and marketing support, new revenue streams and investment opportunities, and opportunities for public-private partnerships. It’s about ensuring that events are capable of meeting stakeholders’ changing needs and expectations.
What key highlights will you be presenting at ITB Asia this year to showcase Sarawak as a leading MICE destination?
This year, our main focus will be showcasing Sarawak as a corporate meetings and incentives destination. We’ll be introducing a variety of tailored reward and team bonding itineraries that meet the different needs and goals of corporate groups. We’ll pair this introduction with BESarawak’s extensive range of event support and services.
Another goal is to promote our key message of “driving impact together.” ITB Asia is an opportunity for us to start important conversations with meeting and incentive planners and understand how we can drive their impact as a team.
Sarawak has a variety of incentive offers for businesses and organisations. Can you tell us more about these offers and how they enhance the experience for event participants?
Our Sarawak Business Events Fund supports several event enhancements such as site inspections, customised welcoming for delegates, procurement of professional event services, and venue subsidies. These grants are tailored to support organisers in reducing costs, particularly in large-scale or legacy-driven events.
By enhancing the event, participants will have the opportunity to explore the best of Sarawak while being empowered with the opportunity to engage with our heritage and community. This adds an authentic and immersive dimension to the experience – central to today’s event planning.
We also provide one-to-one legacy consultation and planning for events with an impact goal. While these usually apply to conventions and exhibitions, we’ve discovered a new interest from incentive planners to host meaningful trips. Our assistance is beyond financial.
How do your incentive programs help attract international conferences and events to Sarawak, and what sets your offers apart from other MICE destinations?
Our incentive programmes combine financial support, tailored assistance, and impactful legacy-building opportunities – all making Sarawak a more affordable and attractive option for international events. What sets Sarawak apart is that we treat MICE as a powerful form of innovation. It’s about the long-term goals, the additional value it creates for communities, and the practices to create or maximise opportunities.
For example, our legacy-building opportunities are powered by the Business Events Sarawak Legacy Initiative. This innovative programme is the first and only in Malaysia and Borneo and more than 50% of bid wins are enrolled in the programme. Event planners will enjoy greater collaboration opportunities with the government and strengthen their visibility and impact on society.
