Business Events Sarawak (BESarawak) has successfully concluded its recent engagement in China to explore market opportunities and strengthen Sarawak’s presence as the preferred business events destination.
BESarawak engaged with corporate buyers and travel agents at the MICE Meeting Point in Beijing, China, showcasing Sarawak’s distinctive value proposition for impact-driven corporate experiences. By highlighting authentic cultural offerings, world-class meeting infrastructure, and its pioneering legacy impact strategy, Sarawak received strong interest and positive feedback from Chinese partners, especially in corporate meetings and incentive segments.
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. ~ Jason Tan Chin Foo, Deputy CEO of BESarawak.
Sarawak recorded 28,815 arrivals from China in the first five months of 2025.[1] The destination had already demonstrated strong growth with arrivals nearly doubling from 39,243 in 2023 to 74,721 in 2024 – a superb 90.4% increase. [2] With a target of 100,000 Chinese visitors set for 2025, Sarawak signalled strong confidence in the market’s vast potential and rising appeal as a destination.[3]
MICE Meeting Point is an exclusive, high-profile event platform specifically designed for the Chinese MICE and business travel industry. It features a conference with insightful sessions from top-level industry leaders and experts, as well as a B2B at Hyatt Regency Beijing Wangjing.
References:
[1] https://premierdept.sarawak.gov.my/web/subpage/news_view/20298/UKAS
[2] https://www.sarawaktribune.com/sarawak-targets-100000-arrivals-from-china-market
[3] https://www.sarawaktribune.com/sarawak-targets-100000-arrivals-from-china-market