Business events (BE) in Sabah continued to surge due to strong support from all sectors.
The Ministry of Tourism, Culture and Environment (KePKAS), together with the International Congress and Convention Association (ICCA), and local agencies—the Malaysia Convention & Exhibition Bureau (MyCEB) and the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS)—have played a pivotal role in its rise since 2024.
Tourism, Culture and Environment Minister Datuk Seri Christina Liew made the remarks after receiving the BE in Sabah 2025 post-event report from organising chairperson Datuk Dr Rosmawati Lasuki during a courtesy call.
“Aggressive international marketing efforts have significantly raised the visibility of Sabah on the global business events map.
“Our participation in the ICCA Congress 2024 in Abu Dhabi, UAE, has borne fruit,” she said.
Rosmawati, who is also the CEO of the Sabah International Convention Centre (SICC), acknowledged the support from KePKAS and the Chief Minister’s Department, saying BE in Sabah is now gaining traction as a serious platform for international business collaboration.
This year’s edition, themed “Empowering Asia Pacific Through Business Events,” attracted 161 international delegates from 29 countries and generated direct delegate expenditure (DDE) of RM899,364—up from RM588,800 in 2024.
The total economic impact (TEI) rose from RM1.38 million in 2024 to RM2.1 million in 2025.
Tax revenue increased from RM35,328 in 2024 to RM53,961 this year, while the number of jobs supported grew from 100 to 120.
The next edition will take place from February 4 to 5 next year under the new theme “Global Collaboration Through Business Events.”
The event is expected to gather decision makers, organisers, and associations from around the world.
Sabah, which offers a seamless and professional experience through a trusted supply chain, world-class venues, efficient logistics, and rich cultural heritage, is where the world meets—and where business events move forward together.
