Sarawak to launch revamped Tribe Legacy campaign at IMEX Frankfurt 2025
(From third left) Amelia, Snowdan and others pose for a photocall, taken during a press conference at IMEX Frankfurt 2025 in Germany to announce BESarawak's global transformative legacy. – Photo courtesy of BESarawak
KUCHING (May 22): Sarawak's return to IMEX Frankfurt 2025 from May 20 to 22 will see the global launch of Business Events Sarawak's (BESarawak) revamped Tribe Legacy campaign, anchored by the compelling new tagline 'Driving Impact Together'.
Deputy Minister of Tourism, Creative Industry and Performing Arts Datuk Snowdan Lawan said the campaign was first launched nationally earlier this year and made its regional debut at The Meetings Show Asia Pacific (TMS APAC) 2025 in Singapore last month.
'Now, at IMEX 2025, we mark its global launch – expanding its reach to the international stage.
'This reinforces Sarawak's commitment to legacy-driven business events on an international scale, ensuring that every event contributes to economic growth, knowledge exchange, sustainability, and community advancement,' he said in a press release from BESarawak.
Adding on, Snowdan said the Sarawak government has consistently led the way in advancing green economy and sustainable energy, and now reinforces this commitment with the Sarawak Sustainability Blueprint 2030.
Set to be launched at the end of May, he added that this blueprint will serve as a strategic roadmap for Sarawak's transition to a green economy.
'By championing legacy impact, Sarawak fully supports and strengthens the business events sector with BESarawak, ensuring that events contribute to long-term economic, environmental, and social progress.'
Meanwhile, BESarawak chief executive officer Amelia Roziman said BESarawak's presence at IMEX Frankfurt 2025 marks a significant milestone in its journey as a global leader in legacy-driven business events.
She explained that BESarawak is nearing the end of its Legacy Impact Master Action Plan (Legacy MAP) 2023-2025, with the goal of transforming Sarawak into the Legacy Capital of Business Events in Malaysia and Borneo by 2030.
'We are ahead of schedule with our initiatives under the Legacy MAP 2023-2025. For example, the Borneo Inspires Legacy Awards has evolved to include participation at a global scale.
'This early progress is a testament to our commitment to reinforce Sarawak as the legacy capital for business events in Malaysia and Borneo by 2030,' she said.
She added that BESarawak is committed to positioning Sarawak as the capital of legacy through three transformative initiatives, such as the AI.LEGACY Intelligent Impact Management System, Legacy360, and Borneo Inspires Legacy Awards (BILA).
'Our three key offerings – AI.LEGACY, Legacy360, and BILA 2025 – are complementary to each other towards a holistic framework to enhance the long-term impact of business events, starting first with Sarawak and then the world.' BESarawak IMEX Frankfurt 2025 lead Snowdan Tribe Legacy
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