Sarawak Signals Strategic Growth Phase at IMEX Frankfurt 2026
KUCHING, Malaysia, May 20, 2026 /PRNewswire/ -- Sarawak returns to IMEX Frankfurt 2026 for the fourth consecutive year, marking a new phase in its evolution as the Legacy Capital of Business Events in Malaysia and Borneo.
Building on years of international engagement, Sarawak is shifting beyond destination promotion towards strategic industry development and long-term impact through business events. This vision is supported by major investments in infrastructure and connectivity, including the upcoming expansion of the Borneo Convention Centre Kuching (BCCK2) and the introduction of Sarawak's regional airline, AirBorneo.
Expected to be completed in 2028, BCCK2 will significantly increase Sarawak's capacity to host larger international conventions and exhibitions. At the same time, AirBorneo and the continued growth of international hotel brands will strengthen regional accessibility and further enhance Sarawak's business events ecosystem.
Held under the theme "Driving Impact Together", Sarawak's participation at IMEX Frankfurt reflects its commitment to collaboration, sustainability, innovation, and legacy-driven development in alignment with the Post COVID-19 Development Strategy 2030 (PCDS 2030).
While Sarawak's conventions and exhibitions strategy focuses on creating long-term legacies through knowledge exchange, industry advancement, and social impact, BESarawak is also introducing "Legacy Wonders", its fresh approach to corporate meetings and corporate incentive travel in Sarawak.
Built on the pillars of culture, adventure, nature, gastronomy, wellness, and kindness, "Legacy Wonders" offers corporate meetings and corporate incentive delegates meaningful and immersive experiences that foster deeper connections with Sarawak's heritage, environment, and communities. Through cultural immersion, community engagement, and responsible travel, delegates are encouraged to contribute to, and experience the positive legacies being created across the destination.
Datu Hii Chang Kee, Deputy State Secretary (Operation) and Chairman of Business Events Sarawak (BESarawak), said Sarawak's presence at IMEX Frankfurt is no longer just about destination visibility.
"Our focus today is on encouraging the global industry to contribute to the PCDS 2030 through meaningful collaboration and long-term growth opportunities," said Datu Hii.
"Sarawak has evolved beyond being a host destination to becoming a strategic destination partner that collaborates with organisers to maximise the long-term value and impact of their events. This includes supporting legacy and sustainability initiatives, measuring impact, and creating opportunities for investment, innovation, sector growth, and wider industry collaboration. Through this approach, business events can contribute meaningfully to the PCDS 2030 and the broader United Nations Sustainable Development Goals," he added.
Sarawak is also strengthening its support ecosystem through initiatives such as the Academic Mobility Programme (AMP), which connects universities, industry players, and international partners through technical visits, study exchanges, and knowledge-sharing opportunities aligned with the state's priority sectors.
"These initiatives reflect how Sarawak is strengthening its position as the legacy capital of business events through investments in both hard and soft infrastructure, while creating opportunities for different groups to contribute to community wellbeing and long-term development. Programmes such as AMP also provide platforms for academia and industry experts to channel their research, knowledge, and expertise into Sarawak's priority sectors, driving meaningful collaboration and long-term impact across the destination," said Jason Tan Chin Foo, Acting Chief Executive Officer of BESarawak.
Leading the Sarawak Pavilion at IMEX Frankfurt, BESarawak will be joined by exhibitors representing the state's business events and tourism ecosystem: 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. The pavilion will also feature local F&B partners, The Bibber's Tale and the Culinary Heritage and Arts Society Sarawak (CHASS), showcasing Sarawak's rich culinary heritage to the global business events community.
Held from 19 to 21 May 2026 at Messe Frankfurt, IMEX Frankfurt is one of the world's leading business events trade shows, bringing together global meeting planners, association leaders, convention bureaus, and industry suppliers from around the world.
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ABOUT BUSINESS EVENTS SARAWAK (BIRO KONVENSYEN SARAWAK / 砂拉越会展局)
Business Events Sarawak (BESarawak) is a strategic advisor driving legacy impact through business events. As a Sarawak Government non-profit, we provide advice, support, and services to develop and host impact-driven events that deliver lasting value. The business events industry is a key contributor to Sarawak's Post COVID-19 Development Strategy 2030 (PCDS 2030), with BESarawak trusted to facilitate outcomes that support Sarawak's sustainable growth and advance the United Nations' Sustainable Development Goals (UN SDGs). More at www.businesseventssarawak.com.
ABOUT LEGACY IMPACT
Legacy impact refers to the positive, long-term change generated through business events. In Sarawak, conventions and exhibitions are structured to create legacies, whereas corporate meetings and incentive programmes emphasise the experience of legacies. Through strategic event planning, programming, and curated experiences, Sarawak aims to build a legacy of innovation, collaboration, and sustainable impact, generating tangible benefits for communities, industries, and the region.
SOURCE Business Events Sarawak (BESarawak)
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