Sarawak Announces New Campaign and Virtual Education Platform for Business Events Industry

9th Jul, 2020

BESarawak’s (Business Events Sarawak) Tribal Gathering 2020 became the first hybrid event for the industry in Sarawak following the Malaysian Government’s announcement on restarting business activities in the country.

The hybrid event welcomed less than 250 industry partners from Kuching in person and the rest of business events partners in the region virtually, including Malaysia Convention & Exhibition Bureau (MyCEB), International Congress & Convention Association (ICCA) and Professional Convention Management Association (PCMA).

After months of heavy impact on the BE industry, the Tribal Gathering acted as a platform for BESarawak to discuss and share the latest Strategic and Tactical Plans of 2020 with the State’s industry partners; whereby a set of trio initiatives were launched as a symbol that Sarawak is now open for business events again.

Upon announcing the reopening of Sarawak’s business events industry, Assistant Minister for Tourism, Arts and Culture Sarawak stated that the Ministry, through BESarawak, will put the new direction and plans in motion to ensure that all BE planners and partners are geared towards the reset factor.”

The Minister also reiterated that with the “pairing of SOP and guidelines together with the incentivised packages, we are confident that BE planners, especially from the national market, will strive”.

At the event, the first launch was BESarawak’s latest marketing campaign known as Tribe Legacy Sarawak. It has immediately gained international recognition due to its profound creative elements to showcase why Sarawak is the business events destination.

The campaign is inclusive of 5 components and was created as part of recognition by the Sarawak Government to focus on tourism beyond leisure, meaning that the non-economic values of business events (Legacy Impact) will be in the spotlight to improve professional, government and social communities.

During the event, BESarawak’s Acting CEO, Amelia Roziman, went strong on the brand new Tribe Legacy Sarawak campaign, quoting that “This campaign is distinct as it outlines Sarawak’s unique selling point: Tribe Spirit. The unity of Sarawakian industry partners will be shown and shared under Tribe Spirit movement - it is during this challenging time that collaboration and unity will serve as the leading factor to a sustainable business events ecosystem.”

Further in, another crucial element that falls under the new campaign is the Business Events Planners Incentivised Package to support BE planners and industry partners. The package is divided into 3 sub-packages namely Tribe Acceleration, Tribe Elevation and Tribe Generation. A focal point for the package is that BE planners can benefit from the bureau’s 2 reward programmes: BESLegacy Reward Programmes and BESTribe Reward Programmes.

Meanwhile, the second launch was the Reactivation Guideline for Organising Business Events in Sarawak; developed in collaboration with the Sarawak Government and fellow industry partners to release a set of guidelines that would form the basis of organising business events in today’s situation. The guidelines will be paired with Standard Operating Procedures (SOP) approved by the Sarawak State Disaster Management Committee to ensure hotels’ and convention venues’ readiness to receive delegates once again.

The final launch was Tribe Digital Campus; a virtual space for capacity building (skills training) and business lead generation. Tribe Digital Innovation is 1 of the 2 prongs within the campus that actively promotes and subsidises quality skills training and international certifications; while Tribe Digital XChange is the virtual roadshow and B2B platform for industry partners to present their latest products and services to BE planners.

For more information on Tribe Legacy Sarawak campaign, contact Rose Bruce ( at 082-242-516. For more information on the Business Events Planners Incentivised Package, contact Anedia Kahar ( at 082-242-516. For more information on Tribe Digital Campus, log onto or contact Olga Dazona ( at 082-242-516.

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