BIGSABAH Sale to feature 500 booths in upcoming event

Photo shows Liew (centre) with Dr Rosmawati (right) and SICC Assistant Director of Corporate Communications, Clara Lim (left) displaying their promotional material.

31 July 2025

KOTA KINABALU: Sabah has great potential as a leading destination for Business Events (BE) or Meeting, Incentive, Convention & Exhibition (MICE) tourism.

Minister of Tourism, Culture and Environment, Datuk Seri Christina Liew, stated that with the relentless efforts of the Sabah International Convention Centre (SICC), Sabah is on the right track towards achieving this milestone in the not-too-distant future.

"We, the Ministry of Tourism, Culture and Environment, fully support the SICC-organised BIGSABAH Sale 2025, scheduled from 31 October to 2 November, recognising its vital role in stimulating domestic tourism, empowering local entrepreneurs, and elevating Sabah’s profile within the regional economic landscape."

Liew made the remarks following a courtesy call from the SICC Chief Executive Officer, Datuk Dr Hajah Rosmawati Haji Lasuki, on Tuesday. She noted that the event will feature 500 booths—an increase from 300 in 2024—and is expected to attract around 50,000 visitors.

The Minister also highlighted that Sabah, through SICC, is strengthening regional ties ahead of the event, with expanded international participation.

During her briefing, Dr Rosmawati, who is also the Event Organising Chairman, emphasised that BIGSABAH Sale 2025 aims to further position Sabah as the gateway to East ASEAN and the Asia-Pacific region. To this end, a curated B2B component will be introduced for the first time, allowing participants to establish meaningful trade connections and unlock regional opportunities.

“We are focusing on the 80 million population of the BIMP-EAGA (Brunei Darussalam-Indonesia-Malaysia-Philippines-East ASEAN Growth Area) region. Sabah can serve as a platform for these countries and other regions to promote their products and services.”

In addition, she mentioned that international interest is growing, with invitations extended to countries such as China, the Philippines, Singapore, and Taiwan to participate in this year’s event.

“We are pleased to confirm that Thailand has committed to participating with 20 booths,” she added, explaining that her recent promotional visits to Brunei and Indonesia, along with outreach efforts across Penang, Kedah, Perlis, Selangor, and Kuala Lumpur, have helped to foster regional engagement and connect businesses to Sabah’s expanding marketplace.

The event will be organised across two themed zones: Gourmet & Home Living and Decor (Level 2), and Fashion & Lifestyle (Level 4). Dr Rosmawati concluded by saying that BIGSABAH Sale 2025 promises an immersive showcase of culture, commerce, cuisine, fashion, and collaboration.