Theo Reilly speaks to Amelia Roziman, CEO of Business Events Sarawak, and finds out how her team has managed to win every bid they’ve pursued – it’s a simple but extremely effective strategy.
In the world of bidding for business events, a 100% success rate sounds like a pipe dream. Yet Sarawak – a state in Malaysia with limited hotel inventory and direct flights only to Singapore, Indonesia and Brunei – has achieved exactly that.
I met Business Events Sarawak’s CEO, Amelia Roziman, to find out what strategy is behind this success. In short: Sarawak offers legacy – the chance for event organisers to create lasting, meaningful impact on the region’s infrastructure and social fabric, all with full government backing.
Not chasing every bid – only the right ones
BE Sarawak doesn’t chase every event. In fact, they pursue relatively few. Their secret lies in finding the intersection between local government priorities and event organiser objectives.
As we spoke at BE Sarawak’s jungle-themed stand at IMEX Frankfurt 2025, Roziman explained that close collaboration between the convention bureau and government has been key. In 2024, their target was 100 events. They ended the year with 120.
Midway through our conversation, the Premier of Sarawak arrived and introduced himself – a clear sign that this government–event relationship is more than symbolic.
The Sarawak team showcasing their ‘Tribe Spirit’ campaign
Case study: World Water Congress 2028
Take the World Water Congress 2028. Sarawak’s rural water infrastructure remains severely underdeveloped. As of May 2024, rural water supply coverage stood at just 70.5%. Nearly 10,000 households across regions including Sri Aman, Sibu, Mukah, Bintulu, Limbang, Sarikei and Miri lack access to clean, treated water.
BESarawak leveraged this in their pitch, positioning the World Water Congress as an opportunity to bring lasting improvements. The organisers seized the chance to create real impact where it was most needed. A classic win–win.
A legacy built in the jungle
Perhaps the best expression of Sarawak’s legacy model is the Batang Ai library project. Years ago, while hiking in search of orangutans, Roziman and her team encountered the Manga Ukom Longhouse community. The area had extremely low literacy rates – no child had ever completed secondary school.
BESarawak saw a chance to help. They supported the building of a community library, bringing opportunity to a remote area of the state. ICCA joined in, launching a campaign ahead of the 2020 Congress that collected 7,500 books for the library.
A model more should follow
Sarawak’s formula is surprisingly simple: appeal to organisers’ desire for purpose.
Instead of focusing only on infrastructure or access, Sarawak invites event organisers to be part of something bigger – a legacy that extends beyond the conference walls.
“Is there any better way to gain the backing of government than to help them achieve their own goals?” Roziman asks.
In a world increasingly driven by impact and purpose, Sarawak’s strategy feels not only innovative, but also inevitable.
