Sarawak goes global, again, with its most impactful campaign yet

Sarawak Convention Bureau staffers promoting the Redefining Global Tribes and Tribal Warrior Challenge.

VIENNA (Austria): Sarawak’s latest campaign, Redefining Global Tribes, which champions the impact of Business Events has on the global economy, will be uniting Business Events communities around the world at the sector’s biggest tradeshows this May.

The campaign will debut in the gates of Vienna, Austria at the Associations World Congress (AWC) on 2 May before travelling down south to the Australasian Society of Association Executives (AuSAE) Conference and Exhibition in Sydney, Australia on 11 May.

The third instalment of the campaign will return to Western Europe in Germany at IMEX Frankfurt on 16 May, the landmark exhibition for global experts working within the incentive travel, meetings and events industry.

“Redefining Global Tribes is deeply rooted in key Sarawakian tribal values: Unity, Community and Identity. By applying the same principles to our latest campaign, Sarawak intends to solidify all Business Events communities under one Global tribe to give Business Events a stronger identity in the economy,” elaborated Ms Amelia Roziman, Chief Operating Officer of Sarawak Convention Bureau.

The convergence of these global tribes sparks off in one spectacular showdown at the Tribal Warrior Challenge which will take place in Kuching, Borneo on 19 August, 2017. This specially crafted obstacle course race, a collaboration between SCB and event organiser – Borneo Tru Events – will also gather 4,000 additional participants from the public.

The Redefining Global Tribes campaign is a sequel to the successful campaign for the 55th International Congress and Convention Association (ICCA) Congress 2016, Sarawak. The state made history by hosting the sector’s most prestigious congress, placing Sarawak on the world map for 2nd tier destinations in conventions and conferences.

For more information about this campaign, visit the Sarawak booth at AWC Vienna – Booth 23A (2-4 May), AuSAE Sydney – Booth 55 (11-12 May) and IMEX Frankfurt – Booth B200 (16-18 May). To join the Tribal warrior Challenge, please head on to