Sarawak Strengthens Asia Pacific Presence at TMS APAC with Legacy-driven Strategy

Datuk Snowdan Lawan opens the pavilion this morning at Marina Bay Sands, Singapore.

Sarawak has opened its pavilion at The Meetings Show Asia Pacific (TMS APAC) for a third consecutive year, strengthening its push into the Asia Pacific market and reinforcing its positioning as the legacy capital of business events in Malaysia and Borneo.

Under the “Driving Impact Together” brand promise, the Sarawak Pavilion places local enterprise at the centre, acting as a strategic platform where Sarawak-based brands engage international audiences, build meaningful partnerships and explore new market opportunities.

Its participation at TMS APAC is underpinned by a positive regional backdrop, with strong growth across key Asia Pacific markets, including Singapore, which recorded a 76.22% increase in visitor arrivals in February 2026.

This momentum is further supported by Sarawak’s efforts to enhance regional accessibility, including the establishment of AirBorneo, positioned as a strategic enabler to improve connectivity, unlock new market access and strengthen Sarawak’s competitiveness in the Asia Pacific business events landscape.

“Our return is driven by a clear regional strategy,” said Datuk Snowdan Lawan, Deputy Minister for Creative Industry and Performing Arts Sarawak, who is leading 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.”

“We are witnessing a growing alignment between global demand and what Sarawak offers, from sector expertise to collaborative ecosystems,” said Datu Hii Chang Kee, Deputy State Secretary and Chairman of Business Events Sarawak (BESarawak). “Our presence here is about capturing that demand and translating it into sustained value for our industries and communities.”

“Sarawak is increasingly being viewed as a strategic partner of choice,” said Jason Tan Chin Foo, Acting Chief Executive Officer of BESarawak. “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.”

As Sarawak deepens its footprint across Asia Pacific, its presence at TMS APAC reflects a clear shift from visibility to value, driven by a coordinated ecosystem showcasing the full strength of the destination.

The Sarawak Pavilion brings together a cross-section of industry players from 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 – presenting a fully integrated ecosystem for impact and delivery.

The pavilion also reflects Sarawak’s identity through experience, featuring a curated gastronomic journey. The Bibber’s Tale leads as the official beverage partner, serving Sarawak’s iconic three-layer tea alongside handcrafted drinks made from native ingredients, while KANTIN, with a presence in both Kuching and Singapore, returns with the beloved Sarawak Laksa.

Together, this participation demonstrates how the participation of different stakeholders and community players, grounded in collaboration, can turn every engagement into an opportunity for lasting impact, aligned with Sarawak’s Post COVID-19 Development Strategy 2030.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.