Join us for an in-depth conversation with Amelia Roziman ABS CIS, Chief Executive Officer, Business Events Sarawak — recorded at IMEX Frankfurt 2025. In this exclusive interview, Amelia offers strategic insights into how Sarawak is redefining the global business events landscape with a legacy-first approach, rooted in culture, sustainability, and innovation.

What You’ll Learn in This Interview

A central theme of the discussion is the launch of Sarawak’s new AI Legacy System — an intelligent impact management tool created specifically for Sarawak’s event partners. This pioneering platform enables organizers to measure, track, and enhance the positive legacy outcomes of their events, reinforcing the importance of data-driven decision-making in the global meetings industry.

Amelia Roziman ABS CIS, Chief Executive Officer, Business Events Sarawak also elaborates on the Tribe Legacy Sarawak campaign, an initiative that draws from Sarawak’s diverse tribal heritage to create a new global event strategy. The campaign aims to unite sectors and stakeholders under thematic “tribes” such as medical, agriculture, manufacturing, and others. Through this approach, business events in Sarawak are not just transactional gatherings, but purpose-driven platforms that leave meaningful legacies.

For event organizers seeking additional support, Amelia highlights new enhancements to Sarawak’s subvention funding framework. On top of the standard financial support already available, Sarawak is now offering an additional 10 percent incentive for events that demonstrate strong social and economic impact. This positions Sarawak as one of the few destinations actively rewarding legacy-focused planning in the corporate meetings and incentive travel space.

When asked about Sarawak’s positioning in the Southeast Asian MICE (Meetings, Incentives, Conferences, and Exhibitions) market, Amelia emphasizes legacy and sustainability as key differentiators. In an era when the global business events community is shifting towards responsible tourism and impact-driven agendas, Sarawak stands out for embedding these values at the core of its strategy. Every event in Sarawak is intentionally designed to deliver long-term benefits for both the host community and the organizing body.

Amelia also shares updates on global partnerships that reinforce Sarawak’s leadership in legacy education. Notably, Business Events Sarawak has collaborated with the International Congress and Convention Association (ICCA) to launch the Association Impact Masterclass — a capacity-building program open to destinations worldwide. Additionally, Sarawak’s partnership with The Iceberg Project underscores its commitment to international advocacy and the promotion of legacy thinking across the business events industry.

The interview concludes with a major announcement: Sarawak has successfully secured the International Water Association World Water Congress 2028, a flagship event expected to bring more than 10,000 delegates. This milestone exemplifies the global appeal of Sarawak as a host destination and its rising influence in the international events arena.

For event professionals, this conversation is a rare opportunity to gain firsthand knowledge from one of Asia’s most forward-thinking MICE leaders. Sarawak is not just a destination — it is a movement toward legacy, purpose, and global transformation.

Hi, I’m Amelia Roziman and I am from Business Events Sarawak. Well, this is our second day at IMEX and we are very excited because this year we are back with a stronger transformative initiative — that idea we launched early this year. At IMEX, we’re going to relaunch it again on a global stage.

Under the campaign of Tribe Legacy Sarawak, our focus for the European market — especially for conventions and exhibitions — includes two special packages.

First, we’re introducing the AI Legacy System, an intelligent impact management platform. This is exclusively offered to our partners — you, the clients — to measure and manage the legacy and impact of events held in Sarawak.

Second, we’re offering subvention funding. On top of approved funding, an additional 10% will be granted to events that demonstrate strong impact value for corporate meetings and incentives. This is something very close to our hearts — it’s not just about providing special support, but ensuring that your program aligns with the values and core of the nation. It’s also about sharing our culture, our heritage, and our people. We hope that the tribal wisdom and values we hold dear will inspire the business world today.

How does Sarawak differentiate itself from other Southeast Asian destinations for events and incentives?

We differentiate ourselves through legacy impact positioning and the value we create for both the destination and the organizing body. Globally, the trend now centers around sustainability, legacy, and responsible tourism. When these elements converge, Sarawak’s entire ecosystem is intentionally designed to generate high-impact events. European markets, in particular, are drawn to this, as they increasingly prioritize sustainability and certified destination practices.

Recent partnerships in Europe?

Yes, we’ve forged a powerful partnership with the International Congress and Convention Association (ICCA) to develop the Association Impact Masterclass. Though initiated by Sarawak, this is open to all destinations. We truly believe in the transformative value of legacy impacts across all sectors.

Another significant collaboration is with The Iceberg Project — a platform that advocates the legacy of business events. This partnership focuses on advocacy and education, encouraging convention bureaus and destinations globally to drive impactful events.

How is Sarawak leveraging its natural culture and heritage?

This is my favorite question. Our campaign Tribe Legacy Sarawak reflects the essence of who we are. Sarawak has over 30 tribes that have lived in harmony for centuries. Our unity under one cultural banner is a model for the world. Through Tribe Legacy, we create industry-focused “tribes” — Tribe Medical, Tribe Agriculture, Tribe European, and more — all aligned through business events to leave lasting legacies. This concept is what defines Sarawak.

What major European-led events have you secured?

The European market is familiar territory for us. We’ve collaborated with numerous associations and PCOs. One of our proudest achievements is winning the International Water Association World Water Congress, expected to bring 10,000 participants to Sarawak in 2028.

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