Sarawak made a powerful impression with its debut at The Meetings Show Asia Pacific (TMS APAC) 2025, unveiling its refreshed Tribe Legacy Sarawak campaign. Under the inspiring tagline “Driving Impact Together,” the campaign underscores Sarawak’s transformation into a regional leader in legacy-focused business events.
This fresh direction is anchored by three groundbreaking initiatives. First, LEGACY360 – Business Events for a Sustainable Future is Southeast Asia’s inaugural event fully dedicated to the legacy of business events. Scheduled for 2 October 2025, LEGACY360 is set to host around 300 regional delegates, encouraging collaborative dialogue and action around social, economic, and environmental progress. The event will also feature Kind Borneo, a non-profit expo spotlighting corporate social responsibility.
Second, Sarawak will introduce the Borneo Inspires Legacy Awards (BILA) on 3 October 2025. As Borneo’s first awards dedicated to business event legacies, BILA recognises 18 winners across five categories, honouring not only event leaders but also the unsung heroes like vendors and media professionals who contribute to impactful outcomes.
Third, AI.LEGACY is a smart impact management system that sets a new standard for measuring and reporting event legacies. Aligned with Sarawak’s Post COVID-19 Development Strategy and the United Nations’ Sustainable Development Goals, this tool offers a detailed analysis of the tangible and intangible effects of business events in the region.
“International business events are the new economic drivers for Sarawak,” said The Honourable Dato Sri Abdul Karim Rahman Hamzah, Sarawak’s Minister for Tourism, Creative Industry and Performing Arts. “Our independent pavilion at TMS APAC is an investment in Sarawak’s future. The launch of these transformative initiatives will help position us as the legacy capital of business events in Malaysia and Borneo.”
Sarawak’s pivot to legacy-driven business events began in 2019, with strong backing from the Sarawak Government. In 2025, that vision is gaining global traction.
“This year, we’re focused on uniting people through impactful business events,” said Amelia Roziman, CEO of Business Events Sarawak (BESarawak). “Each initiative is a step forward in proving that true legacy happens when we move together. The I AM LEGACY movement embraces this — it’s about impact from everyone, not just professionals.”
To reinforce this collaborative spirit, Sarawak is showcasing partnerships with key industry stakeholders, including Borneo Adventure Tours, Borneo Convention Centre Kuching, CPH Travel, Mulu and Miri Marriott, Pullman hotels, Sheraton Kuching, and TechnoExpo.
Adding a flavourful touch to the Sarawak Pavilion, BESarawak has joined hands with local food and beverage brands KANTIN and The Bibber’s Tale, giving visitors a taste of authentic Sarawakian gastronomy.
Catch Sarawak and its partners at TMS APAC, held at Marina Bay Sands Singapore from 16–17 April 2025, where visitors can explore curated community showcases and enjoy complimentary giveaways that celebrate Sarawak’s cultural and economic legacy.