For 11 years, Sarawak’s Business Events (BE) community has been slowly conquering the region while keeping its feet planted firmly on the ground, by pushing out its global branding campaigns – such as 2017’s Redefining Global Tribes – in strategic partnership with outstanding international bodies, such as the International Congress and Convention Association (ICCA).

“The long standing partnership between ICCA – which is a huge influencer within the international Business Event community – and Sarawak’s Business Event community, has a rich history which we intend to use to boost Sarawak’s marketing and brand power in the world,” said Amelia Roziman, Chief Operating Officer of Sarawak Convention Bureau (SCB).

“When sectors work in concerted efforts both among themselves and interconnected with the right international partner, great things can happen,” she said.


Only 11 years ago, Sarawak was virtually an unknown destination within the international Business Events community – which is also recognized as the MICE sector (Meetings, Incentives, Conventions, and Exhibitions) – until the SCB was formed to lead the way in marketing.

“Today, after hosting the 55th ICCA Congress 2016, Sarawak has become one of the most innovative 2nd tier destinations for its dedicated convention bureau, professional support team, passionate community, creative approach to CSR, and unique destination appeal,” said Noor Ahmad Hamid, Regional Director, Asia Pacific ICCA and facilitator of the groundbreaking forum, “We are Global Tribes – Redefined Business Forum”, held recently.
“Sarawak is using ICCA as a sledgehammer to break through the barriers of convention meetings and the State highly regards the engagement with local partners as the recipe for success,” he said.

Malaysia is currently strong in the world race with its credentials ranking at 9th in the Asia-Pacific region and 35th in the world (ICCA ranking).

Noor Ahmad Hamid said, “The RGT theme is a legacy of the success in hosting the ICCA Congress 2016 and a continuation of the momentum for sector players and delegates to remember why Sarawak is a wonderful Congress host.”

“It is absolutely crucial to communicate and promote the value of business events to support the goals of the Malaysia Business Events Roadmap 2020 and beyond,” concluded Roziman.

ICCA Malaysia was among the 100 experts from national and international associations, academia, corporates, media, and convention ambassadors who participated in the RGT FAM trip hosted by SCB; from the 17th- 20th August 2017.

Participants visited some of our most popular BE venues and attractions; which included Hilton Kuching, Pullman Kuching, the newly established UCSI Hotel in Kuching Isthmus, Borneo Convention Centre Kuching, a showcase of Kuching’s finest food, and tours of Kuching’s sights, monuments and cultural heritage.

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