Sarawak unveils Tribe Legacy Campaign at TMS APAC 2025, introducing a bold vision for redefining the impact of business events across Malaysia and Borneo. Presented under the tagline “Driving Impact Together,” the campaign reflects Sarawak’s ongoing transformation into a legacy-first destination for meetings, incentives, conferences, and exhibitions (MICE).
The campaign made its regional debut at The Meetings Show Asia Pacific in Singapore, where Sarawak hosted an independent pavilion to showcase its evolution from a tourism-centric approach to a purpose-driven business events strategy. The launch featured three key initiatives designed to promote long-term, meaningful change across social, economic, and environmental dimensions.
Three Pillars of Purpose
At the core of the Tribe Legacy Sarawak campaign are three transformative programs:
- LEGACY360 – Business Events for a Sustainable Future: Southeast Asia’s first event focused on business event legacies, set to take place on 2 October 2025. Around 300 regional delegates are expected to gather to exchange insights and drive collective action. The event will also host Kind Borneo, a non-profit expo promoting corporate social responsibility.
- Borneo Inspires Legacy Awards (BILA): Scheduled for 3 October 2025, this will be Borneo’s first awards program dedicated to business event legacies. Eighteen awards will recognize contributions across five categories, celebrating changemakers, vendors, and even journalists.
- AI.LEGACY: A data-driven impact management system tailored for business events. This intelligent tool will measure and report both qualitative and quantitative outcomes in line with Sarawak’s Post COVID-19 Development Strategy and the United Nations Sustainable Development Goals.
According to The Honourable Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak, “International business events are the new economic drivers in Sarawak therefore an independent pavilion at TMS APAC is an investment for Sarawak.” He emphasized that building legacies begins with building events and highlighted the importance of business development and relationship-building at international shows like TMS APAC.
This strategic shift began in 2019, when Sarawak started moving away from a purely tourism-led events model. With consistent backing from the Sarawak Government, the destination has made major progress in embedding legacy as the new standard for MICE success.
Amelia Roziman, CEO of Business Events Sarawak (BESarawak), described the campaign as more than a slogan. “Every initiative we’ve launched in 2025 is designed to bring people and drive impact together through business events,” she explained. “This isn’t just about Sarawak. It’s a collective journey, and we welcome all sectors and industries to walk alongside the business events sector. That’s what I AM LEGACY stands for — a transformative movement that values impact from every person, not just professionals.”
Partnerships That Elevate Experience
Sarawak’s legacy-driven mission is supported by a growing network of industry partners that share its values. These include travel agencies like Borneo Adventure Tours and CPH Travel; venues such as the Borneo Convention Centre Kuching, Sheraton Kuching, and Pullman Miri Waterfront; and accommodation partners like Mulu Marriott and Pullman Kuching.
TechnoExpo, a professional exhibition supplier, is also contributing to the success of Sarawak’s new vision, while food and beverage brands KANTIN and The Bibber’s Tale are showcasing Sarawakian gastronomy to international attendees at TMS APAC.
The BESarawak pavilion at Marina Bay Sands (16–17 April 2025) is more than just a showcase. It’s a celebration of Sarawak’s community-based offerings, complete with curated cultural experiences and complimentary giveaways. Visitors to the pavilion have the opportunity to learn how business events can leave a lasting impact—well beyond the conference room.
As Sarawak continues to position itself as the legacy capital of business events in Malaysia and Borneo, its 2025 campaign is a statement of intent. It’s not just about attracting more events—it’s about creating value that lives on long after the final session ends.
