The Meetings Show (TMS) APAC 2026, which was co-located with the Business Travel Show, attracted over 300 global exhibitors and more than 600 qualified buyers to the Sands Expo & Convention Centre in Singapore on 14-15 April 2026.
Exhibitors were enthusiastic in showcasing their destinations and products and were upbeat about the quality of the show as well as being able to meet buyers at one venue. Malaysia had a large presence at the show, especially Sarawak and Sabah on the island of Borneo, which are driving forward their MICE offerings with new energy.
Malaysia shows off its world-class offerings
For Malaysia, the show offers a strategic opportunity to engage key decision-makers while showcasing its world-class exhibition infrastructure, strategic geographic location, destination offerings and industry capabilities.
This is an important year for Malaysia tourism as it celebrates Visit Malaysia Year 2026. Its lovable sun bear mascots also made an appearance at the show, much to the delight of the delegates who wanted to be photographed with the giant mascots.
The Malaysia Convention & Exhibition Bureau (MyCEB), an agency under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), turned up in full force to position the country as a leading business events destination in Asia Pacific.
“Our participation at The Meetings Show Asia Pacific 2026 reflects Malaysia’s unwavering commitment to strengthening its global footprint in the business events industry. Platforms such as this enable us to engage meaningfully with international buyers, showcase Malaysia’s world-class venues and hospitality, and demonstrate our capability to deliver impactful MICE,” said Tan Mei Phing, CEO of MyCEB.
As part of its engagement strategy, MyCEB facilitated targeted business-matching sessions and networking engagements to generate new opportunities and event leads. The platform also enabled Malaysian industry partners to connect directly with international corporate planners and associations seeking destinations for business events, thereby supporting long-term industry growth and sustainability.
Sarawak aims to push into the APAC MICE market
Sarawak’s pavilion at TMS APAC reinforced its push into the Asia Pacific market and advanced its positioning as the legacy capital of business events in Malaysia and Borneo. Sarawak is well-known for its diverse cultures and ethnic groups, breathtaking landscapes as well as rich history.
The Sarawak Pavilion brought to life its “Driving Impact Together” brand promise by placing local enterprise at the centre, serving as a strategic showcase where Sarawak-based brands engage international audiences, build meaningful partnerships, and expand into new markets.
The move to participate in TMS APAC is supported by a positive regional market backdrop, with strong growth observed across key Asia Pacific markets, including Singapore, which recorded a 76.22% increase in visitor arrivals in February 2026.
This momentum is further reinforced by Sarawak’s efforts to strengthen regional accessibility, including the establishment of AirBorneo, positioned as a strategic enabler to enhance connectivity, unlock new market access, and elevate Sarawak’s competitiveness within the Asia Pacific business events landscape.
“Our return is driven by a clear regional strategy,” said The Honourable Datuk Snowdan Lawan, Deputy Minister for Creative Industry and Performing Arts Sarawak, who led the Sarawak delegation. “Asia Pacific is a priority growth market for us. Our participation at TMS APAC reflects our focus on engaging the right markets and strengthening partnerships that will support Sarawak’s long-term growth in business events.”
The Sarawak Pavilion brings together a cross-section of industry players from the cities of Kuching, Sibu and Miri, including convention centres, hotels and other travel-related players, presenting a fully integrated ecosystem for impact and delivery.
Sabah Convention Bureau was excited to see new potential markets
The Sabah Convention Bureau stated on their Instagram post that they had a non-stop day of conversations, connections and opportunities at their pavilion. They were excited to see new potential markets emerging and held meaningful discussions with industry players from across the region and beyond.
Sabah is home to Mount Kinabalu, Malaysia’s highest mountain. Sabah is also known for its rainforest, abundant wildlife, beaches, parks and reserves as well as a diving destination.
