Malaysia's Sarawak State Gaining Prominence As MICE Destination

By NORSYAFAWATI AB WAHAB KUCHING (Sarawak,Malaysia), July 31 (Bernama) -- Sarawak promises a totally new experience for those attending the ‘Meeting, Incentive, Convention and Exhibition (MICE) events.’ Opportunities to socialise at MICE events all over the world are much sought after by business people who want to expand networking and learn of the latest developments in their field. Aware of such lucrative returns, the Land of the Hornbill through the Sarawak Convention Bureau (SCB) has worked out creative and innovative ideas to woo businessmen to the MICE events. Established in 2006, SCB plays a big role in promoting Sarawak as a competitive hub for business events at the regional and international level. MICE has been identified by the government as one of the key sectors under the Economic Transformation Programme (ETP) for the oil and gas, agriculture and hydro-electric sectors. WHERE RIVERS AND JUNGLES MEET During a recent media tour organised by SCB, participants were shown the facilities available at the capital city of Kuching to cater for MICE events. State Tourism Minister Amar Abang Johari Tun Openg said, "Though MICE is still viewed as a new sector here, the government has readied all the basic amenities needed for the sector's development." Among the MICE facilities available in Kuching were the Kuching Borneo Convention Centre and numerous other hotels that could cater to such entrepreneurial events. "We feel that Kuching has its own advantages as the destination of choice for MICE events due to the city's strategic location," he told Bernama. The city that straddles across the Sarawak River has maintained much of its natural surroundings and provides an extraordinary advantage of becoming a MICE destination. "We are now in the midst of maximising the use of water transportation modes that will serve as another attraction for MICE delegates. The delegates can travel from their place of stay to the MICE venues by boats and this is bound to provide a totally new experience unlike those in other major cities surrounded by concrete buildings", he said. "We promise an exhilarating experience for the delegates as their meeting venues are surrounded by natural jungles instead of concrete jungles", added Amar Abang Johari. SARAWAK CONVENTION BUREAU SCB serves as a one-stop centre to assist MICE entrepreneurs in Sarawak to bid for business events at the national, regional and international level. Last year, SCB managed to bid for up to 56 conventions that attracted 25,555 delegates and brought in revenues worth RM59.26 million (US$18.86 million) to Sarawak, placing the state as the biggest MICE destination in Malaysia. Sarawak could cater up to 5,000 delegates at any single MICE event with the average duration of conventions here standing at 3.9 days. The money spent for each delegate totals RM3,000 (US$954.96) per person, which is three times more than what is spent on visitors during a holiday retreat. Kuching is slowly gaining prominence as a MICE destination. A testimony to this is that the state managed to figure in the venue list of the Asia Pacific and Middle East International Convention and Congress Association in 2010. Moreover, in 2011 the state shared the same 42nd spot with Nara in Japan and Guangzhou in China, surpassing many reputable cities like Adelaide and Canberra in Australia and Bangalore in India. SCB has come a long way since venturing into this industry six years ago and has made successful bids for 193 conventions involving 87,809 delegates with the total amount spent here by the delegates during their stay amounting to RM203.2 million (US$64.69 million). SCB despite being new to this sector has received international recognition and has won nine international awards and one national award. LEARN ABOUT SARAWAK THROUGH THE CULTURAL VILLAGE Being the biggest state in Malaysia with 11 divisions from Kuching to Limbang, Sarawak also boasts of a unique natural heritage and cultural diversity originating from its many different ethnic groups including Iban, Melanau, Orang Ulu, Malays and Chinese. It is almost impossible to reach all corners of Sarawak while getting to know each of the ethnic groups within such a short period of time. However, the Sarawak Cultural Village, located at the foothill of Mount Santubong, which is about 35km from Kuching, provides a snapshot of the state's ethnic and cultural diversity. Apart from appreciating the unique houses owned by each ethnic group and their living environment, visitors can also appreciate the locals’ traditional apparel, their delicacies and dances. -- BERNAMA