Photo credit: BE Sarawak

Sarawak took centre-stage in Europe as Business Events Sarawak (BESarawak)  soft-launched its latest campaign, Redefining Global Tribes – Impact (#RGTimpact) at IMEX Frankfurt; a prestigious trade exhibition of global business events experts that took place at Messe Frankfurt, Germany last week.

The event’s talking point – imagination – was at the heart of IMEX Frankfurt with the focal points being transformation, inclusion and sustainability; a direction familiar to Sarawak as the business events sector is magnifying the impacts of business events. BESarawak’s Chief Operating Officer, Amelia Roziman, explains what the latest innovation is all about, “#RGTimpact is a 3-year collaborative campaign created in 2019 between BESarawak and Sarawak Tourism Board to diversify the return of investment in business events.”

“In line with the new direction of the BE sector in Sarawak, we will value the power of meetings and conferences beyond the profit it generates through 2 campaigns; Redefining Global Tribes (RGT) which targets the purpose of business events beyond numbers and the Visit Sarawak Campaign (VSC) which dissects the impact due to tourism alone.” Elaborating on the desired results, she adds, “The destinations by reshaping the business of the Associations industry and elevating Sarawak’s competitive edge as a preferred BE destination through strong marketing & PR values. As a result, the local & global business events industry will flourish under stronger profiling and greater global exposure while achieving objectives with greater impact.”

Supporting its stance on advancing and securing partnerships with business events players, BESarawak recently launched the Business Events Sarawak Association Centre (BESAC) and welcomed its first Association in the effort to turn Sarawak into an Association hub and expand its contributions. Associations, trade bodies and corporate organisations will receive monumental support to reach out to its relevant communities and further drive business events into Sarawak.