Sarawak Strengthens Asia Pacific Presence With Return To TMS APAC 2026
SINGAPORE: Sarawak has opened its pavilion at The Meetings Show Asia Pacific (TMS APAC) for a third consecutive year, reinforcing its push into the Asia Pacific market and advancing its positioning as the legacy capital of business events in Malaysia and Borneo.
The Sarawak Pavilion brings its ‘Driving Impact Together’ brand promise to life by placing local enterprise at the centre, serving as a strategic showcase where Sarawak-based brands engage international audiences, build meaningful partnerships, and expand into new markets.
The move to participate in TMS APAC is supported by a positive regional market backdrop, with strong growth observed across key Asia Pacific markets, including Singapore — which recorded a 76.22 percent increase in visitor arrivals in February 2026.
This momentum is further reinforced by Sarawak’s efforts to strengthen regional accessibility, including the establishment of AirBorneo, positioned as a strategic enabler to enhance connectivity, unlock new market access, and elevate Sarawak’s competitiveness within the Asia Pacific business events landscape.
“Our return is driven by a clear regional strategy. Asia Pacific is a priority growth market for us. Our participation at TMS APAC reflects our focus on engaging the right markets and strengthening partnerships that will support Sarawak’s long-term growth in business events,” said Deputy Minister for Creative Industry and Performing Arts Sarawak Datuk Snowdan Lawan, who is leading the Sarawak delegation.
“We are witnessing a growing alignment between global demand and what Sarawak offers, from sector expertise to collaborative ecosystems. Our presence here is about capturing that demand and translating it into sustained value for our industries and communities,” added Deputy Sarawak Secretary, Datu Hii Chang Kee, who is also Chairman of Business Events Sarawak (BESarawak).
As Sarawak continues to deepen its footprint in Asia Pacific, its presence at TMS APAC reflects a clear ambition to move beyond visibility and towards value. At the heart of this approach is a united ecosystem that showcases the full strength of the destination.
The Sarawak Pavilion brings together a cross-section of industry players from Kuching, Sibu and Miri, presenting a fully integrated ecosystem for impact and delivery.
The pavilion also expresses Sarawak’s identity through experience with a curated gastronomic journey.
Together, this participation demonstrates how the participation of different stakeholders and community players, grounded in collaboration, can turn every engagement into an opportunity for lasting impact, aligned with Sarawak’s Post COVID-19 Development Strategy 2030. - UKASnews
