SARAWAK is seeking to build on the growth of business event visitors from China following the return of convention bureau officials from the inaugural MICE Meeting Point (MMP) conference and exhibition in Beijing.
Business Event Sarawak (BESarawak) representatives were among a contingent from Malaysia that included Sarawak’s neighbouring Malaysia-Borneo state of Sabah, MyCEB and travel organisers.
Sarawak recorded 28,815 arrivals from China in the first five months of 2025, according to figures from the state government. Arrivals nearly doubled in 2023 to 74,721 last year – “a superb 90.4 per cent increase”, a spokesperson for BESarawak said.
A target of 100,000 Chinese visitors has been set for 2025 as a new brand for business events is being prepared along with engagement with Chinese buyers at events such as Messe Berlin’s MMP and ITB China.
This is a promising step towards building stronger business relationships in China and curating products and services that suit the Chinese corporate meetings and incentive market.”
– Jason Tan Chin Foo, deputy CEO of BESarawak
“The outcome of the mission was highly positive, with a strong wave of interest and multiple enquiries for collaboration,” BESarawak CEO Amelia Roziman said of the bureau’s participation at MMP China. “This is good news for Sarawak as we are in the midst of developing a new brand for corporate meetings and incentives, designed to showcase Sarawak as Asia’s preferred destination for meaningful and purpose-driven business events.”
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Jason Tan Chin Foo, deputy CEO of BESarawak, said: “China is a high-potential market, and we are pleased to see the high level of engagement and interest during the two-day business exchange. This is a promising step towards building stronger business relationships in China and curating products and services that suit the Chinese corporate meetings and incentive market.”
BESarawak representatives told conference and incentive buyers attending MMP China at the Hyatt Regency Beijing Wangjing that Sarawak had a distinctive value for impact-driven corporate experiences with authentic cultural experiences, conference infrastructure and a pioneering legacy-impact strategy.
Main picture… Nighttime view of waterfront at Kuching, Sarawak’s state capital
