31-07-2025
Sabah on right track to be leading regional MICE destination, says Liew
KOTA KINABALU: Sabah is on the right track to become a leading destination for the Meeting, Incentive Travel, Convention & Exhibition (MICE) industry following aggressive measures undertaken by the Sabah International Convention Centre (SICC), says Datuk Seri Christina Liew ( pic ).
The state Tourism, Culture and Environment said her ministry fully supported SICC organised events that helped drive domestic tourism, empower local entrepreneurs and elevate Sabah's profile in the regional economic landscape.
She said this after being briefed by SICC chief executive officer Datuk Dr Rosmawati Lasuki on the SICC's BIGSABAH Sale 2025 event being held from Oct 31-Nov 2, this year.
Liew said that Sabah through SICC is strengthening regional ties ahead of the event with expanded international participation.
"I understand that the event will feature 500 booths, up from 300 in 2024, and is expected to attract 50,000 visitors," Liew said
Liew observed that the 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 business-to-business (B2B) component will also be introduced for participants to create meaningful trade connections and unlock regional opportunities, she added.
Rosmawati said the focus was on the 80 million population of the BIMP-EAGA (Brunei-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, Singapore, and Taiwan, to take part in this year's event.
"Thailand has confirmed participation with 20 booths," she said.
Rosmawati said they conducted 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.
The BIGSABAH Sale will be themed under Gourmet & Home Living and Decor as well as Fashion & Lifestyle (Level 4), which will showcase culture, commerce, cuisine, fashion, and collaboration, Rosmawati added.
