SARAWAK’s pavilion at The Meetings Show Asia Pacific (TMS APAC) welcomed trade-show visitors for a third consecutive year, reinforcing its push into the Asia Pacific market and advancing its positioning as the legacy capital of business events in Malaysia and Borneo.
The pavilion brought its “Driving Impact Together” brand to life by placing local enterprise at the centre, serving as a strategic showcase where Sarawak-based suppliers engages international audiences, built partnerships, and tapped into new markets.
A spokesperson for Business Events Sarawak (BESarawak) said the decision to participate in the show at Marina Bay Sands, Singapore, was supported by a positive regional market sentiment.
Strong visitor growth was monitored from key Asia Pacific markets, including Singapore – which recorded a 76.22 per cent increase in visitor arrivals in February this year.
Regional accessibility into Sarawak has been made stronger with the launch of AirBorneo. The new airline is positioned to improve connectivity, help unlock new market access, and elevate Sarawak’s competitiveness within the Asia Pacific business events landscape.
Sarawak’s presence at the two-day show also aligned with the state’s Post COVID-19 Development Strategy 2030, the spokesperson added. The Northstar-operated event, billed as “Asia Pacific’s leading MICE trade show”, came to a close yesterday.
“Our return is driven by a clear regional strategy,” said Snowdan Lawan, Deputy Minister for Creative Industry and Performing Arts Sarawak, who led the Sarawak delegation to Singapore.
“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,” Lawan said.
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“We are witnessing a growing alignment between global demand and what Sarawak offers, from sector expertise to collaborative ecosystems,” said Hii Chang Kee, Deputy State Secretary and Chairman of BESarawak. “Our presence here is about capturing that demand and translating it into sustained value for our industries and communities.”
Jason Tan Chin Foo, BESarawak’s acting CEO, said: “Sarawak is increasingly being viewed as a strategic partner of choice. Our focus on legacy-driven business events, and our deliberate efforts to drive impact with stakeholders and communities, are driving our ambition forward as the legacy capital of business events in Malaysia and Borneo.”
The Sarawak Pavilion gathered industry representatives from the cities of Kuching, Sibu and Miri: Borneo Convention Centre Kuching, Cat City Holidays, Grand Margherita Hotel, Kuching Events Rental, Miri Marriott Resort & Spa, Mulu Marriott Resort & Spa, Pullman Kuching Hotel, Pullman Miri Waterfront Hotel, RH Hotel, Sheraton Kuching Hotel, Team Magnifico, Techno Expo, and voco Kuching by IHG.
The Bibber’s Tale was the pavilion’s official beverage partner, serving Sarawak’s much-loved three-layer tea alongside handcrafted drinks made from native ingredients, while KANTIN, with a presence in both Kuching and Singapore, served Sarawak Laksa.
