The pavilion floor programme will focus on key talking points such as Sarawak’s Post Covid-19 Development Strategy 2030.

Sarawak will debut its inaugural stand-alone pavilion at IMEX Frankfurt, Germany from 23-25 May 2023. The pavilion — Tribe Legacy Sarawak — by Business Events Sarawak is themed ‘Business Events Support Community Development’, a unique celebration of the industry’s strong involvement with local communities and contribution to economic, social, and cultural sustainability in Sarawak.

The presence on IMEX Frankfurt’s show floor this year is expected to strengthen its position as an international destination for legacy, thought leadership and innovation.

Staying true to the theme of community development, the pavilion floor programme will focus on key talking points such as Sarawak’s Post Covid-19 Development Strategy 2030 where specially curated plenaries will highlight the strategy’s six economic sectors and seven enabler sectors targeted for growth by the Sarawak Government.

“PCDS is a pivotal government strategy for Sarawak to achieve economic prosperity, social inclusion and environmental sustainability by 2030,” expressed Dato Sri Abdul Karim Rahman Hamzah, Sarawak’s Minister of Tourism, Creative Industry and Performing Arts. “The Sarawak Government is invested in using business events as a business and collaboration platform to address ESG agendas.”

The pavilion will feature an exhibition on Sarawak’s legacy impact development, Post Covid-19 Development Strategy 2030 and the International Journal of Business Events and Legacies. Reflecting Sarawak’s commitment to social sustainability, BESarawak has partnered with several Small and Medium Enterprises and NGOs to exhibit a range of products.

“Associations, hosted buyers, industry partners and media are fully welcome to visit our pavilion, attend any of the plenaries and meet with Sarawak’s industry partners,” announced Amelia Roziman, CEO of BESarawak. “We are encouraging associations, destination marketing organisations and convention & visitor bureaux from around the world to meet at the pavilion and discuss how we can collaborate to develop legacy impact and sustainability together”.

In addition to the exhibited features, a press conference will be held on the first day of IMEX Frankfurt (23 May, Central European Time) to unveil the three-year Legacy Impact Master Action Plan and make an official announcement with the Ministry of Energy and Environmental Sustainability on their commitment to legacy impact.

Since Kuching is Malaysia’s UNESCO City of Gastronomy, pavilion visitors will be entertained with a creative mixology showcase by food and beverage provider, The Bibber’s Tale. The range of artisanal beverages will introduce international palates to the unique flavours of ingredients native to Sarawak and flaunt the inventive relationship between the destination’s food and beverage industry and rich produce.

Pavilion visitors can find Sarawak’s Tribe Legacy Sarawak pavilion at stand number B230 and meet with Sarawak’s six exhibiting industry partners: Borneo Convention Centre Kuching; Pullman Kuching and Pullman Miri Waterfront Hotel; tourism and hospitality services provider Hemisphere Corporation; professional conference organisers ARC Creators and Place Borneo and destination management company CPH Travel Agencies.

IMEX Frankfurt is Europe’s largest and one of the world’s leading business events trade show with 2,500 exhibitors and over 3,000 visitors meeting on the exhibition ground of Messe Frankfurt. For more information on the pavilion, please contact Rose Bruce at or by mobile at +6014-682-8204.

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