The Land of the Hornbill turns on its charms to attract visitors and investors alike to the exotic state

Rarely does business come to mind when one thinks of Sarawak. Instead, this exotic state inspires thoughts of adventure and fun, of culture and heritage, and a sense of mysticism. Lush rainforests, rare species of animals and a rich cultural heritage colour commonly held perceptions of Sarawak, lending it a mystical air.

Over the years, as more and more hotels have opened across the state, it has become increasingly modernised and its appeal as a MICE (meetings, incentives, conventions and exhibitions) location has increased. Importantly, this has happened while much of Sarawak’s original personality has remained — it is still a cradle that nests art, culture and the environment in a carefully cultivated symbiotic balance.

Sarawak’s chief minister Tan Sri Abdul Taib Mahmud came up with a genius of an idea to support this new attraction to the state. When the Sarawak Corridor of Renewable Energy (SCORE), was announced, Taib knew that the best way to lure investors was to have them actually come to Sarawak to see what the state had to offer. And the best way to do that was to create a non-intrusive, subtle way of showing off. Ideally, when potential investors are in Sarawak for meetings and conventions.

And so Taib instructed the formation of the Sarawak Convention Bureau (SCB) in 2006, a government-run agency the sole purpose of which is to provide valuable assistance to venue operators in Sarawak to bid for events — local and international — to be held there. It’s the only one of its kind in the country, and this year, a countrywide bureau has been set up to serve a similar purpose. “Sarawak led the way,” says SCB chief executive officer Jill Henry proudly. “We’re very proud to say that!”

Anyone can come to SCB for help, the process begins with the SCB assisting them with establishing the idea of the event. Then, the bidding process is mapped out, which includes venue, tourism activities and other logistical requirements. After the bid has been won, the organisers take over and SCB’s work is done.

Event organisers are given a Meeting & Incentive Planner’s Guide, which will be custom-developed for each specific bid. The award-winning guide features useful information on Sarawak, SCB’s services, Sarawak’s meeting credentials, incentive ideas and details on 213 potential convention venues and industry service providers. The guide also highlights local people of interest sharing their thoughts and views on Sarawak.

The guide is accompanied by a video that describes why Sarawak is such a great MICE location, even for companies based in the West. The video is witty and utterly charming, and has won global awards for its creativity and efficacy. After only three years in operations, the SCB has registered a 72% success rate with a total of 91 successful bids, with delegates spending a total of RM93 million. Clearly, they are doing something right.

“We’re a conduit,” says SCB chairman Datuk Seri Dr Muhammad Leo Michael Toyad. “We match what people need to what the state has to offer, and in that way get more people here and let them see for themselves what Sarawak is like. But we are not making money for a particular venue, as we are not a venue as such. Our aim is to bring income into the state of Sarawak as a whole.”

On its part, the state government has also been enhancing the physical infrastructure required to support a growing MICE industry. “We just had the soft opening of the Borneo Convention Centre last October, and there are several new hotels opening this year as well. We doubled our room stock last year, which is the quickest way to say we have definitely increased our capacity,” Toyad adds. “The federal government has also kindly allowed more flights into Kuching now. Before, we only had Malaysia Airlines and AirAsia; we now have Royal Brunei, SilkAir, Jetstar and Tiger Airways. Accessibility has improved into Kuching, and other parts of Sarawak will come next.”

Last month, SCB launched its second promotional video and the second volume of its guide. The 5-minute Meet in Sarawak video continues the story of a climactic meeting between jaded Western business executives and unique hosts from Sarawak. The first video positions Sarawak as a new and vibrant business destination where traditions of the past are upheld alongside today’s fact-paced business world.

The sequel uses the same tongue-in-cheek approach, featuring a nerdish English young man who goes to Sarawak and not only gets completely involved with the life of his Iban hosts, but also indulges in some of Sarawak’s most modern facilities. After getting a tattoo and winning the affections of a local Sarawakian girl, he returns to England with a renewed perspective on life. The sequel retains the look and feel of its predecessor as well as several characters, so they can be used together.

“The traditional method of promoting a state is with trade delegations, where you go overseas and spend money and talk, talk, talk,” Toyad quips. “This I think is so much better. From this we get leisure and tourism, income from MICE and the potential visitors who choose to return to Sarawak. And of course, the unquantifiable returns of SCB putting Sarawak on the world map.”

“Our meeting planner’s guide is unique in the world,” Henry adds. “We needed to stand out in the crowd, and when you look at the planners in the world, none of them look like this. And it’s especially wonderful to think that a small state with a MICE industry that’s only three years old has already won so many awards for its marketing material — we have a story to tell, and it’s good to know we tell it well.”


A holistic wellness retreat
With all that went on in Perak in 2009, it’s nice to see that 2010 is kicking off with some good news — the opening of The Banjaran Hotsprings Retreat in the historic town of Tambun. A project by Sunway International Hotels & Resorts, this five-star luxury wellness resort is the first of its kind in Malaysia, thanks to its positioning — more than just a retreat, the resort promotes well being and health from a truly holistic perspective.

“The Banjaran is an integrated luxury wellness and spa retreat with its primary focus on health enhancement and balance,” explains Hanley Chew, CEO of Sunway International Hotels & Resorts. He adds, “The environment and philosophy are geared towards relaxation, rejuvenation, fitness, healthy eating habits and overall renewal. Basically, the retreat encourages a healthier lifestyle change to all who visit.”

The Banjaran is nestled in a 16.59-acre valley amid a lush tropical jungle, a natural geothermal hot spring and a cluster of magnificent limestone hills. A self-contained sanctuary, the resort has 25 luxury villas that are built into its surroundings and offers a variety of wellness experiences that are enhanced by the amazing natural setting of the resort. The cuisine that is provided utilises fresh, organically grown and locally produced ingredients, designed to be well balanced and easily digested. As the ideal complement to the food, The Banjaran also offers a variety of international organic wines.

An extensive spa menu is inspired by the rich cultures and healing traditions found in Malaysia with authentic Malay treatments, and Ayurvedic and traditional Chinese medicine that are administered by trained professionals. The menu also offers consultations in wellness, naturopathy, nutrition and fitness, colon hydrotherapy, antioxidant restorative therapy and hydrotherapy.

You can also try alternative energy healing treatments like Reiki and Chakra Energy Balancing alongside a variety of massages, foot reflexology, organic facials and body treatments. The Banjaran also has its own line of aromatherapy skin and body care products and amenities made to international standards using natural and traditional recipes.

The spirit of wellness extends to the environment as well, as sustainability is an integral part of the resort’s operations. For example, most of the buildings require minimal use of air-conditioning, built in such a way as to promote cross-ventilation using ceiling fans. Energy conservation, water and waste management, and control of chemical and pesticide usage are incorporated in the entire resort.

Rates begin at RM3,450, and are inclusive of villa accommodation, three meals per day, holistic exercise classes, educational lectures and selected spa and wellness treatments with a minimum stay of two nights. To find out more about The Banjaran’s special introductory packages or to make a reservation, email This e-mail address is being protected from spambots. You need JavaScript enabled to view it or visit www.thebanjaran.com.


Photo Short

Oh, how quickly children grow — Jessica Alba’s daughter Honor Marie has turned out to be just as lovely as her stunning mother, and just as stylish. Those red stockings and grey ballerina shoes are oh-so-chic, and matches her mother’s ensemble of skinny jeans and black Roger Vivier suede flats quite nicely.

It’s not the most common of names, and Honor was born amidst a slew of other Hollywood babies with equally odd monikers: Harlow Winter Kate (daughter of Nicole Richie and Joel Madden), Gia Zavala (Matt Damon’s daughter), Zuma Nesta (Gwen Stefani and Gavin Rossdale’s second son) and Nahla Ariela (Halle Berry and Gabriel Aubry’s daughter). The tabloids went crazy in 2008 trying to decipher these babies’ unusual names, leaving their more commonly named friends (Violet Affleck, for example, and Levi Alves McConaughey) with a little less attention.

This article appeared in Options, the lifestyle pullout of The Edge Malaysia, Issue 788, Jan 11 – 17, 2010