Saturday, July 5, 2025
Business Events Sarawak (BESarawak), responsible for making Sarawak a leading business events destination, has today announced a number of notable leadership appointments to further enhance its profile in global tourism circles. There are two intra-corporate promotions and a new appointment on the list and they are all aimed at bolstering the company’s growth-focused strategic priority for innovation and digitalisation.
The recent leadership restructuring is timely, aligning with BESarawak’s ongoing efforts to execute the Post COVID-19 Development Strategy (PCDS) 2030 and bolster the business events ecosystem in Sarawak, Malaysia. These new roles will play a crucial part in implementing key initiatives and continuing the success that BESarawak has achieved in positioning Sarawak as a premier location for international conferences, conventions, and events.
Jason Tan Chin Foo Appointed Deputy CEO
In a significant internal promotion, Jason Tan Chin Foo has been appointed Deputy Chief Executive Officer (CEO) of BESarawak. Having served as the General Manager of Business Development and Marketing since joining in 2012, Jason has been an instrumental figure in shaping the organisation’s global outreach. Under his leadership, BESarawak achieved numerous milestones in the promotion of Sarawak as an attractive destination for international business events.
Tan’s deep understanding of strategic marketing, event management, and stakeholder relations makes him a key player in BESarawak’s expansion. His new role will see him continue to build on the Post COVID-19 Development Strategy (PCDS) 2030, ensuring that Sarawak’s events industry stays competitive and innovative. His contributions to the global presence of Sarawak have earned him a well-deserved promotion, as he will now be responsible for overseeing the broader operational and strategic direction of BESarawak.
Anedia Kahar Promoted to General Manager of Business Development and Services
Anedia Kahar, who has been with BESarawak since its early days in 2006, has been promoted to General Manager of Business Development and Services. Previously serving as the Deputy General Manager for Business Development and Research, Kahar has been a driving force in developing and executing the Legacy Impact framework, which focuses on the long-term positive impact of events hosted in Sarawak.
Her promotion is a recognition of her invaluable contributions to the growth and development of the business events industry in Sarawak. Kahar’s role will involve overseeing the business development arm of BESarawak, ensuring that the organisation maintains its focus on attracting high-impact events while strengthening Sarawak’s legacy in the events sector. Her leadership is critical in advancing initiatives that continue to push Sarawak’s tourism industry into new, high-growth areas.
Joachim Soon Joins as General Manager for Capacity and Digitalisation
In a move that reflects BESarawak’s commitment to future-proofing the region’s business events industry, Joachim Soon has been appointed as General Manager for Capacity and Digitalisation. Soon brings a wealth of experience in training, communications, and digital engagement. His new role focuses on leading talent development, driving digital innovation, and supporting the growth of Sarawak’s business events ecosystem.
Soon’s experience will be vital in supporting BESarawak’s ongoing digital transformation. His role will involve exploring and implementing innovative solutions to improve service delivery, digital marketing strategies, and visitor engagement. This new position highlights BESarawak’s recognition of the importance of digitalisation in the tourism industry and its efforts to stay ahead of the curve in the evolving global travel and events landscape.
CEO Amelia Roziman’s Vision for the Future
Amelia Roziman, CEO of BESarawak, shared her thoughts on the leadership changes during a press conference. She explained that these appointments are part of BESarawak’s efforts to remain agile in the face of ongoing changes within the global tourism industry. Roziman stated, “As we near the final phase of our Legacy Impact Master Action Plan, restructuring is essential to keep pace with industry changes. Beyond developing leadership, we aim to bring in fresh perspectives to enhance the ecosystem and grow a stronger pool of experts.”
These leadership changes are part of BESarawak’s long-term commitment to strengthening the business events sector and ensuring that Sarawak remains a top choice for international events. Roziman emphasized that the combination of experienced leadership and fresh perspectives would contribute to the continued success and growth of Sarawak as a world-class destination.
A Collaborative Approach to Tourism
BESarawak’s leadership restructuring also highlights the growing importance of collaboration between the private and public sectors. The Private Trust Fund for the Promotion of Los Cabos (FIPROTUR) has been instrumental in ensuring that tourism efforts are not limited to the hotel industry but are inclusive of all sectors, creating a more holistic and sustainable tourism model.
In line with this collaborative approach, the recent appointments will ensure that key stakeholders from both the private and public sectors continue to work together toward the shared goal of growing Sarawak’s business events ecosystem. The partnerships that BESarawak has cultivated are vital for attracting international clients and establishing Sarawak as a premier business events destination.
Looking Ahead: A Future of Growth and Innovation
With Sarawak’s tourism sector on a continued trajectory of growth, such strategic leadership appointments will prepare BESarawak to manage expanded global market demand. Sarawak will be an ideal destination for further exposure and to attract mega events with new initiatives and investments on the agenda. Seasoned leadership and innovation will also keep Sarawak at the top of the business events game.
They are crucial to Sarawak’s continued competitiveness in today’s globalising world. Founded on sustainability, innovation and cooperation as its guiding principles, BESarawak will spearhead continued economic growth, cultural exchange and global recognition.
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