International marketing initiatives increase Sabah’s visibility in international business arena

Liew (left) being briefed by Dr Rosmawati (right).

11 June 2025

KOTA KINABALU: Continued support from the Ministry of Tourism, Culture and Environment (KePKAS), alongside international organisations such as the International Congress and Convention Association (ICCA) and local agencies including the Malaysia Convention & Exhibition Bureau (MyCEB) and the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS), has been instrumental in elevating Business Events (BE) in Sabah into a recognised regional forum. Since its inaugural launch in 2024, these efforts have significantly raised awareness among local BE stakeholders and enhanced Sabah’s profile on the international stage.

Minister of Tourism, Culture and Environment, Datuk Seri Christina Liew, expressed this assessment following her receipt of the BE in Sabah 2025 Post-Event Report from the Organising Chairperson, Datuk Dr Hajah Rosmawati Lasuki, during a courtesy visit on Monday.

"More importantly, the aggressive international marketing initiatives led by Dr Rosmawati and her team have substantially increased Sabah’s visibility in the global business events arena. The state's participation in the ICCA Congress 2024 in Abu Dhabi, UAE, has yielded promising results," she remarked.

Dr Rosmawati, who also serves as the CEO of Sabah International Convention Centre (SICC), conveyed her gratitude for the unwavering support from KePKAS and the Chief Minister’s Office. "From high-level dialogues to meaningful connections, Business Events in Sabah is now gaining recognition as a serious platform for international collaboration," she noted.

During the briefing, she highlighted that this year’s BE in Sabah attracted 161 international delegates from 29 countries, under the theme "Empowering Asia Pacific Through Business Events". The two-day forum provided insights into global trends, sustainability initiatives, and strategic partnerships.

"The event also delivered tangible economic benefits for Sabah. Direct Delegate Expenditure (DDE) was recorded at RM899,364, a notable increase from RM588,800 in 2024. Likewise, the Total Economic Impact (TEI) rose from RM1.38 million in 2024 to RM2.1 million in 2025. These figures reflect a rising confidence and participation in Sabah’s business events sector," Dr Rosmawati explained.

She further added that tax revenue generated from the event increased from RM35,328 in 2024 to RM53,961 this year, while the number of jobs supported grew from 100 to 120, indicating broader economic stimulation across the tourism, hospitality, and services sectors.

Looking ahead, Dr Rosmawati updated the Minister on Sabah’s next phase as a regional BE hub. The third edition of BE in Sabah is scheduled for 4-5 February next year, under the theme “Global Collaboration Through Business Events”. This event will be organised jointly by SICC and MACEOS Sabah Chapter.

"The 2026 edition promises to be a milestone, serving not merely as a forum but a comprehensive showcase of the strength and potential of global business events. BE in Sabah 2026 will gather decision-makers, organisers, and associations from around the world, offering not just networking opportunities but an immersive experience of the global business events ecosystem," she stated.

Sabah’s reputation for delivering a seamless, professional experience, underpinned by a trusted supply chain, world-class venues, efficient logistics, and a rich cultural heritage—continues to position it as a premier destination where the world converges and business events flourish, she added.

The Minister was accompanied by Permanent Secretary, Datuk Josie Lai; SICC’s Director of Finance, Catherina Wee; Assistant Director of Corporate Communications, Clara Lim; and Assistant Manager of Corporate Communications, Rachel Hee.