DESTINATION SARAWAK, BORNEO, MALAYSIA
THE POWER OF LEGACY For the past two years, the Tribe Legacy Sarawak campaign has been telling the business events community to expect something special when they return. Angela Antrobus reports
egacy’ and ‘tribe’ have been buzz words in Sarawak, on the island of Borneo, for
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some time. Its indigenous people comprise 27 very different ethnic groups, or tribes, and Business Events Sarawak uses the tribe element to differentiate itself from other destinations. “In the context of business events, tribe is about being part of a community that matters, such as medical tribes or PCO tribes,” says CEO Amelia Roziman. BESarawak has always made the legacy impact of events its top priority but since the start of the pandemic it’s combined the two concepts in a powerful message. It launched the Tribe Legacy Sarawak campaign in 2020 to support its efforts to secure more legacy conventions when it came out of lockdown that year. Little did it know then that the situation would continue until 1 April this year when Malaysia finally reopened its borders to overseas visitors. “The campaign was designed to give strength and assurance to the meetings industry that collaborations in and out of the business events sector were vital in getting through and recovering from the pandemic,” says Roziman. “Tribe is still relevant. The partnerships we have been forming since 2020 are some of the biggest reasons why our destination is thriving even in the face of uncertainties. “Speaking of partnerships,” she continues, “we will soon sign a MoU (memorandum of understanding) with the Malaysian Aviation Group and Travel Safe Alliance Malaysia to provide more benefits to business events groups and continue positioning Sarawak as a safety-first destination.” BESarawak was formed in 2006 as Sarawak Convention Bureau to establish Malaysia’s largest state as a leading second-tier business events destination in the ASEAN region. It went from strength to strength, creating an enviable track record
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