Sarawak has opened its pavilion at The Meetings Show Asia Pacific (TMS APAC) for a third consecutive year, reinforcing its push into the Asia Pacific market while advancing its positioning as the legacy capital of business events in Malaysia and Borneo. This continued participation reflects a focused strategy to strengthen regional influence and build long-term value through meaningful industry engagement.
The Sarawak Pavilion brings its “Driving Impact Together” brand promise to life by placing local enterprise at the centre. It serves as a strategic showcase where Sarawak-based brands connect with international audiences, build meaningful partnerships, and expand into new markets, reinforcing the state’s commitment to collaborative growth.
The decision to participate in TMS APAC is supported by a positive regional outlook, with strong growth recorded across key Asia Pacific markets. Singapore, for instance, reported a significant 76.22 percent increase in visitor arrivals in February 2026, highlighting the region’s growing potential for business events and tourism recovery.
This momentum is further strengthened by Sarawak’s efforts to improve regional accessibility, including the establishment of AirBorneo. The initiative is positioned as a strategic enabler to enhance connectivity, unlock new market access, and elevate Sarawak’s competitiveness within the Asia Pacific business events landscape.
According to The Honourable Datuk Snowdan Lawan, Deputy Minister for Creative Industry and Performing Arts Sarawak, the return to TMS APAC is driven by a clear regional strategy. Asia Pacific remains a priority growth market, and participation in the event reflects Sarawak’s focus on engaging the right markets while strengthening partnerships that support long-term development in business events.
Datu Hii Chang Kee, Deputy State Secretary and Chairman of Business Events Sarawak (BESarawak), noted that there is growing alignment between global demand and what Sarawak offers. From sector expertise to collaborative ecosystems, the state is well positioned to capture demand and translate it into sustained value for industries and local communities.
Sarawak is increasingly being recognised as a strategic partner of choice, according to Jason Tan Chin Foo, Acting Chief Executive Officer of BESarawak. The state’s focus on legacy-driven business events, combined with efforts to create meaningful impact for stakeholders and communities, continues to drive its ambition forward as a leading destination in Malaysia and Borneo.
As Sarawak deepens its presence in the Asia Pacific region, its participation at TMS APAC reflects a shift from visibility to value creation. At the core of this approach is a united ecosystem that showcases the full strength and diversity of the destination.
The Sarawak Pavilion features a wide range of industry players from Kuching, Sibu and Miri, including Borneo Convention Centre Kuching, Cat City Holidays, Grand Margherita Hotel, Kuching Events Rental, Miri Marriott Resort and Spa, Mulu Marriott Resort and Spa, Pullman Kuching Hotel, Pullman Miri Waterfront Hotel, RH Hotel, Sheraton Kuching Hotel, Team Magnifico, Techno Expo, and voco Kuching by IHG. Together, they present a fully integrated ecosystem designed to deliver impact and excellence.
The pavilion also highlights Sarawak’s identity through a curated gastronomic experience. The Bibber’s Tale serves as the official beverage partner, offering the iconic three-layer tea alongside handcrafted drinks made from native ingredients, while KANTIN returns with its popular Sarawak Laksa, bringing authentic flavours to an international audience.
Overall, Sarawak’s presence at TMS APAC demonstrates how collaboration among stakeholders and community players can transform engagement into lasting impact. This approach aligns closely with Sarawak’s Post COVID-19 Development Strategy 2030, reinforcing its commitment to sustainable growth and long-term industry development.
