Ten industry partners join Business Events Sarawak in Beijing to pursue opportunities in corporate meetings, incentive travel, conventions and exhibitions
Sarawak is strengthening its presence in China’s business events market with its first dedicated pavilion at the inaugural China International MICE Exchange (CIMX) 2026, bringing together ten industry partners to pursue new commercial opportunities and deepen engagement with Chinese meeting planners, corporate buyers and event organisers.
Led by Business Events Sarawak (BESarawak), the Sarawak Pavilion is being held from 3 to 5 November 2026 at the China National Convention Centre Phase II in Beijing. The initiative marks a coordinated effort to position Sarawak as a competitive destination for corporate meetings, incentive travel, conventions and exhibitions (MICE), while expanding its reach across the Asia Pacific business events landscape.
The pavilion showcases Sarawak’s integrated business events offerings, combining modern convention and meeting facilities, international-standard hospitality, professional event management services, and distinctive cultural and nature-based experiences. This combination presents opportunities for Chinese organisers seeking destinations that can deliver corporate programmes, incentive experiences, international conventions, exhibitions and industry engagements.
Beyond destination promotion, Sarawak is positioning business events as a platform for generating wider economic, social and environmental value, reinforcing its identity as the Legacy Capital of Business Events in Malaysia and Borneo.
China Emerges as a Strategic Market for Sarawak’s Business Events Industry
China remains an important international visitor market for Sarawak, with growing travel demand between China and Malaysia providing a foundation for further business events development. Tourism Malaysia reported 3.7 million Chinese visitor arrivals between January and August 2026, representing a 13.4% increase year-on-year.
Supported by visa-free entry arrangements and onward connectivity to Sarawak through Kuala Lumpur and Singapore, the expanding travel market presents opportunities for Sarawak to attract a greater share of Chinese corporate meetings, incentive groups and international business events.
The opportunity also extends beyond tourism. Growing economic engagement between Sarawak and China, particularly in renewable energy, advanced manufacturing and digital technology, creates potential for industry-specific conventions, corporate meetings, exhibitions and technical exchanges.
These areas of shared economic interest provide a foundation for business events that connect investors, industry players, policymakers and technical experts, supporting knowledge transfer, commercial partnerships and Sarawak’s longer-term development priorities.
Another dimension of Sarawak’s offering is its Academic Mobility Programme (Sarawak AMP), introduced in 2026 to facilitate study tours and technical visits for educational institutions. The programme broadens the destination’s engagement with international institutions through academic exchanges, industry exposure and professional learning opportunities.
Business Events as a Catalyst for Economic Collaboration
Deputy Sarawak Secretary (Operation) and BESarawak Chairman, Datu Hii Chang Kee, said Sarawak’s growing economic ties with China present opportunities to advance the destination’s development priorities through international business events.
China is an important economic partner for Sarawak, with strengths in renewable energy, advanced manufacturing and digital technology that complement our ambitions under the Post-COVID-19 Development Strategy 2030 (PCDS 2030). Business events provide a platform to build on these economic relationships by connecting industries, expertise and opportunities for collaboration. Our ambition goes beyond attracting international events. We want to ensure they contribute to stronger industries, greater innovation and long-term economic benefits for Sarawak. ~ Datu Hii Chang Kee
The first Sarawak Pavilion at CIMX 2026 brings together ten industry partners spanning accommodation, travel and event services, providing Chinese buyers with access to a more comprehensive range of destination solutions.
The participating partners are Cat City Holidays, Hornbill & Horizon, Kuching Event Rental, Miri Marriott Resort & Spa, Mulu Marriott Resort & Spa, Pullman Kuching Hotel, Pullman Miri Waterfront Hotel, Sheraton Kuching, T.E.E.M. Event & Exhibition Management Sdn. Bhd. and Wah Tung Travel Sdn Bhd.
Their collective participation allows event organisers to explore customised programmes supported by local destination management companies, hotels, event suppliers and professional service providers. The collaboration also strengthens the industry’s ability to respond to different business events requirements, from corporate meetings and incentive programmes to international conventions, exhibitions and industry exchanges.
BESarawak Chief Executive Officer Jason Tan Chin Foo said the stronger industry presence reflects Sarawak’s ambition to translate growing interest from China into tangible business opportunities across different business event segments.
Over the years, our engagements in China have generated strong interest from business event organisers in exploring Sarawak as a new destination, particularly for corporate meetings and incentive travel. Beyond our well-known natural and cultural attractions, interest has also centred on Sarawak’s business landscape and legacy impact approach, which combines destination discovery with opportunities for cultural exchange, industry engagement and business collaboration. With our industry partners now coming together under one pavilion, we can offer buyers a more complete picture of Sarawak’s capabilities, converting market interest into business opportunities that benefit our local industry and economy. ~ Jason Tan Chin Foo
Expanding Sarawak’s Business Events Reach Across Asia Pacific
The Sarawak Pavilion at CIMX 2026 forms part of BESarawak’s broader strategy to expand its market presence across Asia Pacific, with the inaugural event expected to attract approximately 5,000 Chinese industry professionals.
In conjunction with its participation, the Sarawak delegation also paid a courtesy visit to Tourism Malaysia’s Beijing office to strengthen cooperation in market development, explore joint promotional opportunities and increase Sarawak’s visibility among Chinese business events buyers.
The coordinated presence at CIMX reflects a wider shift towards strengthening destination competitiveness through industry collaboration, market access and business development. By bringing its local hospitality, travel and event service providers together, Sarawak is seeking to move beyond destination awareness and establish stronger commercial connections with China’s business events sector.
For Sarawak, the longer-term opportunity lies in translating these engagements into confirmed events, corporate travel programmes, industry partnerships and knowledge exchanges that contribute to the state’s economic development while strengthening its position as a business events destination in Malaysia and the wider Borneo region.