CJMY
The Sarawak Pavilion made its debut at the first China International MICE Exchange (CIMX) 2026 in Beijing. The show ran from 3 to 5 November. The pavilion brought together 10 partners, according to Business Events Sarawak. The state wants a bigger share of China’s business events market.
MICE stands for meetings, incentives, conventions and exhibitions. Business Events Sarawak (BESarawak) led the delegation at the China National Convention Centre Phase II.
Overall, here is what Sarawak offered, why China matters to the state and who joined the pavilion.
What Sarawak offered in Beijing
The team held sales and networking activities at the pavilion. The focus was corporate meetings and incentive travel. Moreover, Sarawak pitched itself as a distinctive choice for Chinese organisers.
Its offer combines meeting halls, good hotels, cultural and nature trips, and event services. Furthermore, BESarawak says the visit supports Sarawak’s title as the Legacy Capital of Business Events in Malaysia and Borneo. Under this approach, events should therefore leave lasting social, economic and environmental value.
The state also promoted its Academic Mobility Programme, or Sarawak AMP. It began in 2026 and is the first to arrange study tours and technical visits for schools and colleges. In addition, BESarawak says it adds to the wider business events offer.
The programme creates chances to share knowledge with local industries. However, BESarawak gave no figures for it. Overall, the group wants new business and a stronger foothold across Asia Pacific.
Why China matters to Sarawak
China remains one of Sarawak’s key visitor markets. In fact, Tourism Malaysia reported 3.7 million Chinese arrivals from January to August 2026. That is up 13.4% from a year earlier. Therefore, demand is growing.
BESarawak says visa-free entry helps. In addition, Chinese travellers can reach Sarawak through Kuala Lumpur and Singapore. Therefore, the group sees room to grow its share of China’s business events market.
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However, the ties go beyond tourism. BESarawak points to Malaysia’s wider business links with China. Moreover, it names renewable energy, advanced manufacturing and digital technology. As a result, these fields could support meetings and exhibitions.
BESarawak Chairman and Deputy Sarawak Secretary (Operation) Datu Hii Chang Kee called China an important economic partner. He linked its strengths to Sarawak’s Post-COVID-19 Development Strategy 2030. Hii said the goal is more than attracting events. Rather, Sarawak wants them to build stronger industries and lasting gains.
The 10 partners and what comes next
The partners cover hotels, travel and event services. Five are hotels. They are Miri Marriott Resort & Spa and Mulu Marriott Resort & Spa. The others are Pullman Kuching Hotel, Pullman Miri Waterfront Hotel and Sheraton Kuching. The rest are Cat City Holidays, Hornbill & Horizon and Kuching Event Rental. The last two are T.E.E.M. Event & Exhibition Management Sdn Bhd and Wah Tung Travel Sdn Bhd.
Together, they let Chinese buyers look at tailored programmes in one place. Meanwhile, BESarawak Chief Executive Officer Jason Tan Chin Foo said past visits to China drew interest from organisers. Much of it centred on meetings and incentive travel. Therefore, Jason said the pavilion gives buyers a fuller picture.
The pavilion is part of BESarawak’s push across Asia Pacific. Moreover, it gives access to an expected 5,000 Chinese industry professionals. In addition, the team also visited Tourism Malaysia’s Beijing office to talk about joint promotion.
In short, the Sarawak Pavilion gives the state its first joint push into China’s business events market. Check BESarawak for upcoming programmes.
Yalinie Mathan
C. Khor
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