The question, “Where is Sabah?” was definitively answered at the 63rd ICCA (International Congress and Convention Association) World Congress, held from October 20th to 23rd, 2024, in Abu Dhabi, United Arab Emirates. Sabah proudly unveiled its tourism tagline, “Feel Sabah, North Borneo,” during the ICCA Challenge Night at Warner Bros. World Abu Dhabi, captivating an international audience with its charm and unique offerings.
The Sabah Convention Bureau (SCB), under the Ministry of Tourism, Culture, and Environment (KePKAS), hosted a dazzling showcase of Sabah’s natural beauty, world-class dive sites, and rich cultural heritage. Leading the delegation, Minister of Tourism, Culture & Environment Sabah, Datuk Seri Panglima Christina Liew addressed over 1,500 delegates from 78 countries, introducing Sabah as a state in the northern part of Borneo, Malaysia.
Upon arrival, Minister Liew was warmly greeted by Mubarak Al Shamisi, Director of the Abu Dhabi Convention Bureau, ICCA President Marta Gomes, and ICCA CEO Senthil Gopinath. In her speech, she highlighted Sabah’s potential as a premier destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) or Business Events (BE), supported by a two-minute SCB video presentation that showcased the region’s lush rainforests, vibrant culture, and breathtaking attractions.
“While Abu Dhabi boasts the world’s largest indoor theme park, Sabah is blessed with a natural theme park – our million-year-old tropical rainforest,” Liew remarked, inviting delegates to “Come and feel the splendour, discover the wonders of Sabah, and experience our uniqueness.” She extended a warm invitation to visit the “Land Below the Wind,” expressing her enthusiasm to welcome international guests. Joining the Minister were the Ministry’s Permanent Secretary, Datuk Josie Lai; the CEO of the Sabah Convention Bureau (SCB), Noredah Othman; and the Organising Chair of BE in Sabah 2025, MACEOS Sabah Chair, and CEO of the Sabah International Convention Centre (SICC), Datuk Dr. Hajah Rosmawati Lasuki J.P.
Complementing this showcase, Datuk Dr. Hajah Rosmawati Haji Lasuki J.P., seized the opportunity to promote the upcoming BE in Sabah 2025 forum. Themed “Empowering Asia Pacific through Business Events,” the forum positions Sabah as a premier gateway for Business Events in East ASEAN. Strategically connected to a population of approximately 80 million, Sabah is emerging as a vital hub for growth in the Asia Pacific region.
In engaging with global leaders in the business events industry, Datuk Dr. Rosmawati emphasised the forum’s objectives of fostering innovation, driving impactful growth, and promoting sustainability. She highlighted how BE in Sabah 2025 aims to showcase Sabah’s abundant natural resources, vibrant cultural diversity, and world-class facilities while generating interest and promising event leads.
The ICCA World Congress, established in 1963, is a cornerstone of the international meetings industry, renowned for fostering global connections, sharing innovative strategies, and shaping the future of business events. Sabah’s active participation not only strengthened its position as a leading MICE destination but also highlighted its potential to create meaningful and sustainable growth for the region. By blending its natural splendour, rich heritage, and strategic vision, Sabah left a lasting impression, setting the stage for BE in Sabah 2025 to redefine the business events landscape in Asia Pacific.
