21 February – Kuching, Sarawak: Business Events Sarawak (BESarawak) is now an Associate Member of the Malaysia Association of Tour & Travel Agents (MATTA) to develop Sarawak’s national and international corporate meetings and corporate incentives business and strengthen ties with national travel industry players.
As Malaysia’s business events and tourism activities get underway, the newfound partnership is an agreeable move to widen BESarawak’s reach and visibility to national inbound and outbound travel associations. Meanwhile, MATTA will be able to unite its objectives with key stakeholders.
BESarawak’s blueprint for corporate meetings and incentives business identifies destination readiness, customer acquisition and content marketing as the three pillars to mature these two segments of business events. Currently, Sarawak’s strength lies in conventions where over 80% of the business is generated.
“BESarawak and MATTA’s strategic partnership is imperative to revive this sector as tourism is one of the State’s biggest economic injectors,” said Mr. Hii Chang Kee, Permanent Secretary to the Ministry of Tourism, Creative Industry. “As we increase our market share by developing corporate meetings and corporate incentives that are unique to Sarawak and delegates, the State will benefit from the increased visitor arrivals and receipts that should generate more employment within the tourism and hospitality sectors — all aligned with the Post Covid-19 Development Strategy for Tourism.”
BESarawak’s CEO Amelia Roziman, who is also MATTA Sarawak Chapter’s appointed advisor, expressed that MATTA’s expertise and networks are central for destination branding and development too. “MATTA is crucial to our destination branding plans as part of BESarawak’s Strategic and Tactical Plans. We are securing more partnerships with relevant travel and event associations to strengthen our destination profile and drive more sustainable, community-based events. Sustainability and community-driven are two areas that organisers are on the lookout for now.”
From the viewpoint of MATTA Sarawak Chapter’s Chairman Oscar Choo, tourism players are determined to increase the tourism sector’s productivity. “We will support BESarawak to boost Sarawak’s incentive market through promotional support and by introducing the appropriate networks to the bureau. Members can also enjoy upskilling and capacity building programmes organised by BESarawak to enhance our business performance.”
MATTA is Malaysia’s national representative body for the entire travel industry with a membership of over 3,400 members across the country.