BY NEVILLE TIMOTHY SANDERS
KUCHING: The Business Events Sarawak (BESarawak) and the Malaysian Association of Tour and Travel Agents (MATTA) have succeeded in educating and raising awareness about Sarawak’s destination readiness for national and international corporate meetings and corporate incentives.
BESarawak chief executive officer Amelia Roziman said 50 international destination management companies from MATTA participated in an interactive workshop held in Kuala Lumpur aimed at developing Sarawak as a competitive corporate meetings and corporate destination.
“With international borders reopened since April 4, destination readiness is one of the three emphases on BESarawak’s blueprint for corporate meetings and corporate incentives and a key in luring business events back to the state,” she said.
She said BESarawak’s collaboration with MATTA was a steady path to securing more business events of this nature.
“We aim to increase our market share by developing corporate meetings and corporate incentives that are unique to Sarawak and delegates.
“The conventions and exhibitions segments have contributed to 80 per cent of Sarawak’s business events and we are hoping to increase our corporate meetings and incentives market share from 20 per cent to 40 per cent by 2024,” she added.
In the meantime, MATTA Sarawak Chapter chairman Oscar Choo said BESarawak’s collaboration with MATTA was just the beginning to drive more sustainable, community-driven business events.
“We believe that corporate meetings and corporate incentive events are effective to deepen relationships with the local community without diminishing the cultural narrative of the destination,” he added.
He said Sarawak offered an immersive experiential itinerary that touched on culture, adventure, nature, food and festival.
“A good idea to make an impact on the community would be to include a corporate social responsibility activity as part of the itinerary,” he said.
