Sabah poised to become leading MICE tourism hub
KOTA KINABALU (July 31): Tourism, Culture and Environment Minister Datuk Seri Christina Liew is confident that Sabah will fully unleash its potential as a leading destination for Business Events (BE) or Meeting, Incentive, Convention & Exhibition (MICE) tourism.
She said going by the relentless efforts made by the Sabah International Convention Centre (SICC), Sabah is on the right track towards reaching this milestone in the not too distant future.
'We (Ministry of Tourism, Culture and Environment) fully support the SICC-organised BIGSABAH Sale 2025 from October 31 to November 2, given its role in driving domestic tourism, empowering local entrepreneurs, and elevating Sabah's profile in the regional economic landscape.
'I understand that the event will feature 500 booths, up from 300 in 2024, and is expected to attract 50,000 visitors,' Liew said after a courtesy call by the Chief Executive Officer of SICC, Datuk Dr Hajah Rosmawati Haji Lasuki on Tuesday.
The minister also noted that Sabah through the SICC is strengthening regional ties ahead of the event with expanded international participation.
In her briefing, Dr Rosmawati, who is the event organising chairman, stressed that BIGSABAH Sale 2025 aims to further strengthen Sabah's positioning as the gateway to East ASEAN and the Asia Pacific region.
Towards this end, for the first time, a curated B2B component will also be introduced for participants to create meaningful trade connections and unlock regional opportunities, she said.
'Which is why 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 this respect, we are stimulating growing international interest by extending invitations to other countries, including China, the Philippines, Singapore, and Taiwan, to take part in this year's event.
'We are pleased to confirm that Thailand is committed to participating with 20 booths,' the organising chairman said, while enlightening the minister on the momentum gained from her recent promotional visits to Brunei and Indonesia, along with outreach efforts across Penang, Kedah, Perlis, Selangor and Kuala Lumpur, to build regional participation and connect businesses to Sabah's growing marketplace.
To be spread across two themed zones, Gourmet & Home Living and Decor (Level 2) and Fashion & Lifestyle (Level 4), BIGSABAH Sale 2025 promises an immersive showcase of culture, commerce, cuisine, fashion, and collaboration, Dr Rosmawati added.
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