Sarawak continues to strengthen its global standing in the business events industry with its return to IMEX Frankfurt 2026 for the fourth consecutive year. Marking a new chapter in its journey as the Legacy Capital of Business Events in Malaysia and Borneo, Sarawak is moving beyond traditional destination promotion towards a broader strategy centred on industry development, long-term impact and sustainable growth.
Held under the theme “Driving Impact Together”, Sarawak’s participation at IMEX Frankfurt reflects its commitment to collaboration, innovation, sustainability and legacy-driven development aligned with the state’s Post COVID-19 Development Strategy 2030 (PCDS 2030). The state’s evolving vision is backed by major investments in infrastructure and connectivity, including the planned expansion of the Borneo Convention Centre Kuching (BCCK2) and the introduction of regional airline AirBorneo.
Expected to be completed by 2028, BCCK2 will significantly boost Sarawak’s capacity to host larger international conventions and exhibitions, while AirBorneo, alongside the growth of international hotel brands, is set to improve regional accessibility and reinforce the state’s business events ecosystem. These developments reflect Sarawak’s ambition to position itself not only as a venue provider but as a strategic partner capable of delivering long-term value through business events.
Business Events Sarawak (BESarawak) is also introducing “Legacy Wonders”, a new approach to corporate meetings and incentive travel that focuses on culture, nature, adventure, gastronomy, wellness and kindness. Through immersive experiences, community engagement and responsible tourism, the initiative aims to connect delegates more deeply with Sarawak’s heritage, environment and local communities while creating meaningful social and economic legacies.
According to Datu Hii Chang Kee, Deputy State Secretary (Operation) and Chairman of BESarawak, Sarawak’s presence at IMEX Frankfurt today is no longer solely about visibility on the global stage. Instead, the state is encouraging industry players worldwide to contribute to PCDS 2030 through strategic collaboration, sustainability initiatives and long-term development opportunities. He emphasised that Sarawak has evolved into a destination partner that works closely with organisers to maximise event impact through investment, innovation, sector growth and wider industry collaboration.
Supporting this ecosystem is the Academic Mobility Programme (AMP), an initiative that links universities, industry stakeholders and international partners through technical visits, knowledge exchanges and collaborative learning opportunities aligned with Sarawak’s priority sectors. Acting BESarawak Chief Executive Officer Jason Tan Chin Foo noted that programmes such as AMP strengthen Sarawak’s position by combining hard and soft infrastructure investments while creating opportunities for academia and industry experts to contribute towards community wellbeing and sustainable development.
Leading the Sarawak Pavilion at IMEX Frankfurt, BESarawak is joined by representatives from the state’s tourism and business events ecosystem, including Borneo Adventure, Borneo Convention Centre Kuching, Cat City Holidays, Mercure Miri City Centre Hotel, Pullman Kuching Hotel, Pullman Miri Waterfront Hotel and Wah Tung Travel. Local food and beverage partners, The Bibber’s Tale and the Culinary Heritage and Arts Society Sarawak (CHASS), are also showcasing Sarawak’s culinary identity to the international business events community.
Taking place from 19 to 21 May 2026 at Messe Frankfurt, IMEX Frankfurt remains one of the world’s premier trade exhibitions for the global business events industry, bringing together meeting planners, association leaders, convention bureaus and industry suppliers from across the globe. Through its continued participation, Sarawak is reinforcing its position as a forward-looking destination committed to creating lasting impact through business events.