Sabah, a destination still shrouded in mystery for many around the world, was highlighted at the 63rd International Congress and Convention Association (ICCA) World Congress.
The state’s allure was captured through its tourism tagline, “Feel Sabah, North Borneo,” during the ICCA Challenge Night held at Warner Bros. World Abu Dhabi on Tuesday.
The dazzling event was presented by the Sabah Convention Bureau (SCB) under the Ministry of Tourism, Culture and Environment (KePKAS).
Minister Datuk Seri Christina Liew, who led the Sabah delegation, had the honour of speaking about Sabah to over 1,500 delegates from 78 countries.
She was welcomed on arrival by Mubarak Al Shamisi, Director of Abu Dhabi Convention Bureau, Marta Gomes, President of ICCA, and Senthil Gopinath, CEO of ICCA.
Enlightening delegates unfamiliar with Sabah or Malaysia, Liew explained that geographically, Sabah is located in the northern part of Borneo Island and is a part of Malaysia.
The Minister highlighted Sabah as an ideal destination for hosting MICE (meetings, incentives, conferences, exhibitions) events or business events (BE).
Additionally, a two-minute video presentation by SCB showcased Sabah’s natural beauty, world-class dive sites, rich cultural heritage, and other attractions.
“While you have the world’s largest indoor theme park in Abu Dhabi, we in Sabah are endowed with a natural theme park—our million-year-old tropical rainforest,” Liew remarked.
She invited delegates to visit Sabah, saying: “Come and feel the splendour, discover the wonders of Sabah, and experience our uniqueness.”
Liew added: “We look forward to welcoming you to the Land Below The Wind.”
Accompanying the Minister were the Ministry’s Permanent Secretary Josie Lai, CEO of SCB Noredah Othman, and CEO of the Sabah International Convention Centre (SICC) Datuk Rosmawati Lasuki.
Today, ICCA is one of the most prominent organisations in the world of international meetings.
Founded in 1963, it specialises in international association and governmental meetings, offering education, connections, business development, and networking opportunities.
