The Sarawak Pavilion was officiated by Her Excellency YM Engku Puteri Suraya Engku Mohd Afandi, Consul General of Malaysia in Frankfurt, together with Dato Ngui Ing Ing, BESarawak Board Member, Ms. Tan Mei Phing CEO of Malaysia Convention and Exhibition Bureau (MyCEB), and our Acting CEO, Jason Tan Chin Foo.
Sarawak is strengthening its position in the global business events market with major investments in aviation, convention infrastructure and sustainable tourism initiatives announced at IMEX Frankfurt 2026.
The Malaysian state returned to the trade show for the fourth consecutive year and outlined plans to expand the Borneo Convention Centre Kuching and launch its regional airline, AirBorneo, as part of a broader strategy to boost connectivity and attract larger international events.
Expected to be completed in 2028, the new Borneo Convention Centre Kuching expansion project, known as BCCK2, will increase Sarawak’s capacity to host large-scale conventions and exhibitions. Officials said the investment forms part of the state’s long-term development strategy focused on economic growth, sustainability and international collaboration.
Held under the theme “Driving Impact Together”, Sarawak’s participation at IMEX Frankfurt highlighted its shift from destination marketing towards long-term industry development and legacy-driven business events.
The state is also introducing “Legacy Wonders”, a new programme designed for corporate meetings and incentive travel. The initiative focuses on culture, gastronomy, wellness, adventure, nature and community engagement to encourage visitors to connect more deeply with Sarawak’s heritage and local communities.
Delegates attending business events in Sarawak will be encouraged to participate in cultural immersion programmes, responsible tourism activities and community-based experiences designed to create positive long-term impacts across the destination.
“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 Chang Kee, Deputy State Secretary (Operation) and Chairman of Business Events Sarawak (BESarawak).
“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 expanding its support network through the Academic Mobility Programme (AMP), which connects universities, industry representatives and international partners through technical visits, study exchanges and knowledge-sharing activities linked to 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.
The Sarawak Pavilion at IMEX Frankfurt features exhibitors from the state’s tourism and meetings industry, 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 are also showcasing Sarawak’s culinary traditions during the event.
IMEX Frankfurt 2026 takes place from 19 to 21 May at Messe Frankfurt and brings together meeting planners, convention bureaus, association leaders and tourism suppliers from around the world.
