Amelia is a pioneer of BESarawak with over 21 years of branding, marketing and PR experience whose career in the sector began as a sales coordinator. Within 12 years, she helms the organisation as a CEO.
Coming from the indigenous Bidayuh tribe of Sarawak, she is passionate about developing her homeland and providing opportunities for its communities. This inspired her to lead the business events sector into a new era of purpose and value. In 2019, Sarawak became the first destination in Malaysia to take a holistic approach to business events with legacy impact and sustainability initiatives spearheading this transformation in the country.
Amelia succeeded in developing and implanting a 5-year advocacy marketing plan called ‘Sarawak 2030’ to the Government sector with a vision of transforming the business events ecosystem entirely. The first outcome of this plan was the inclusion of business events as one of the priority sectors in the Sarawak Government’s Post Covid-19 Development Strategy 2030 — officiating the Government’s recognition of and support to the sector. The next anticipated outcome is that by 2030, legacy impact and sustainability will be second nature to the business events sector. This advocacy plan won the ICCA Best Marketing Award – Communication Category in 2021.
Amelia has contributed to Sarawak’s total win of 23 awards for destination marketing initiatives and received 5 professional awards. Her most recent was in 2021 as the first figure in business events to receive the Ahli Bintang Sarawak (Member of the Order of the Star of Sarawak) medal from His Excellency Governor of Sarawak for her contribution to the business events sector in Sarawak. This award further cements the Government’s recognition of business events as a vital sector for destination development.