Known for its vast rainforests and unique mix of local culture and heritage, Sarawak Convention Bureau (SCB) has raised the bar with a bold vision to lead the business events sector in Malaysia.
The first convention bureau to be established in Malaysia, SCB celebrated its 10th anniversary by becoming the first Malaysian city to host the coveted 55th ICCA Congress in November 2016. The landmark event saw over 800 members from 61 countries convening at the Borneo Convention Centre Kuching (BCCK).
Inspired by the success in bidding and hosting the prestigious event, SCB gathered over 100 members of national and international associations, academia, corporate and media delegates for the “Redefining Global Tribes” FAM trip. Held in Kuching over August 17-20, it coincided with the city’s inaugural Tribal Warrior Challenge, a massive obstacle course race that attracted over 4,000 participants.
Set in the Sarawak Stadium, delegates from across Asia, Australia and Europe took part in a customised category of the five- to 10-kilometre race which not only showcased the city’s effusive community spirit and also its aggressive commitment to woo business events.
Amelia Roziman, Chief Operating Officer, Sarawak Convention Bureau, said, “It was a real honour for Sarawak to be among the first Asian second-tier destinations to host and theme the ICCA Congress. The sequel campaign of ‘Redefining Global Tribes’ not only pays tribute to that achievement in 2016 but is also a strong reminder that amazing feats can be achieved when communities unite.”
Earlier that week, the delegates were treated to Kuching’s unique offerings, including a trip to the Semenggoh Orangutan Wildlife Centre, a taste of the best local Orang Ulu cuisine and tours of the quaint city centre. Reconvening at the “Redefined Business Forum” graced by Datuk Abdul Karim Rahman Hamzah, Minister of Tourism, Arts, Culture, Youth and Sports and an impressive panel of speakers, delegates gained access to exclusive networking opportunities and sharing of best practices on hosting successful events in Sarawak.
Despite being a second-tier destination, a strong focus on marketing has worked for Sarawak, where business events have generated over MYR500 million (USD117 million) in revenue since 2006. Within just the first half of 2017, SCB has secured 22 bid wins and supported 18 other bids. Sarawak has set its sights on moving aggressively beyond promoting the destination’s unique tourism towards driving the regional economy through impactful and sustainable business events. A goal truly within reach if SCB and the local communities have anything to do with it.
Read more about this on the upcoming Sep-Oct 2017 issue of Biz Events Asia.
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