The second edition of the Business Events Forum – BE in SABAH 2025 – has set a new benchmark for regional collaboration, economic impact, and destination branding in Asia Pacific’s business events (BE) landscape. Held from 27 to 28 February 2025 at the Sabah International Convention Centre (SICC), the event drew 747 delegates, including 161 international participants from 28 countries, surpassing expectations and solidifying Sabah’s growing reputation as a dynamic BE destination.
Jointly organised by SICC and the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) Sabah Chapter, this year’s forum ran under the theme “Empowering Asia Pacific Through Business Events.” With enthusiastic participation from regional and global BE professionals, government agencies, destination marketing organisations, and students, the forum fostered strategic dialogue around sustainability, legacy-building, and regional partnerships.
International thought leaders from Australia, Singapore, Indonesia, Japan, Thailand, the Philippines, and South Korea took to the stage, offering fresh insights and future-focused strategies tailored to the Asia Pacific region. From high-impact keynotes by ICCA representatives to an energetic Business Exchange Marketplace with over 50 curated B2B meetings, the forum delivered content that was both intellectually robust and commercially relevant.
Beyond the ideas exchanged, BE in SABAH 2025 left a tangible footprint:
RM4.76 million in Total Economic Impact
RM1.36 million in Direct Delegate Expenditure
RM204,300 in tax contributions
120 local jobs created, further demonstrating the transformative potential of business events in regional economies.
The two-day gathering also laid critical groundwork for cross-border investments, joint marketing campaigns, and talent development, while putting a spotlight on Sabah’s unique value proposition as a host destination. Delegates were especially engaged during networking opportunities that bridged cultures, industries, and geographies—turning conversations into action and ideas into lasting partnerships.
Beyond the ideas exchanged, BE in SABAH 2025 left a tangible footprint:
RM4.76 million in Total Economic Impact
RM1.36 million in Direct Delegate Expenditure
RM204,300 in tax contributions
120 local jobs created, further demonstrating the transformative potential of business events in regional economies.
The two-day gathering also laid critical groundwork for cross-border investments, joint marketing campaigns, and talent development, while putting a spotlight on Sabah’s unique value proposition as a host destination. Delegates were especially engaged during networking opportunities that bridged cultures, industries, and geographies—turning conversations into action and ideas into lasting partnerships.
Strong institutional support played a pivotal role in the forum’s success, with backing from the Ministry of Tourism, Culture and Environment Sabah, Sabah Convention Bureau, Sabah Tourism Board, Sri Pelancongan Sabah, and Yayasan Sabah Group.
As Sabah continues to position itself at the forefront of Asia Pacific’s BE landscape, BE in SABAH stands as a flagship initiative driving innovation, sustainability, and regional growth. Building on this year’s momentum, the next edition — BE in SABAH 2026 — will take place from 4th to 5th February 2026, promising even greater opportunities for collaboration and impact across the region.
For full details and upcoming updates on BE in SABAH 2026, visit www.beinsabah.com.my.