Sabah targets growth in MICE tourism with diverse events

The Sabah Tourism Board, under the Ministry of Tourism, Culture, and Environment, is actively promoting Sabah as a leading destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism.

The Borneo Expo 2024 organising team has invited 30 business associations and more than 100 individuals from outside Sabah.

Dedicated efforts to attract MICE travellers

Datuk Christina Liew, the Ministry’s Minister, highlighted the establishment of the Sabah Convention Bureau.

This dedicated body spearheads the promotion of MICE travel through international roadshows.

“We are seeing positive results from these initiatives,” stated Liew during the opening ceremony of Borneo Expo 2024 at the Sabah International Convention Centre (SICC).

She added, “Overseas corporations have been rewarding their staff with incentive trips to Sabah through MICE events hosted here since last year.”

Sabah boasts a packed MICE calendar for 2024, with over ten events scheduled.

Notable events include the 42nd Conference of the Asean Federation of Engineering Organisations (Cafeo 42) and the International Wholistic Wellness Conference & Expo (IWWCE 2024).

Borneo Expo 2024: A catalyst for economic growth

Datuk Liew emphasised the importance of MICE events like Borneo Expo 2024, stating, “We are confident that business events and tourism will drive economic and industrial growth in Sabah. This is why my ministry strongly supports and promotes them.”

Borneo Expo 2024’s organizers invited approximately 30 business associations and over 100 individuals from outside Sabah.

“Representatives from over ten countries are present at this business tourism gathering. This offers a remarkable opportunity to connect Sabahans with the international economy,” highlighted Liew.

The event also welcomes participants from Taiwan, Singapore, China, Indonesia, Thailand, and various other nations.

The Minister further emphasised the broader economic impact of such events.

“These expos create economic opportunities not just for the tourism industry, but for all interconnected business sectors.

This fosters the development of more innovative and competitive Sabahan enterprises,” she explained.

By actively promoting MICE tourism, the Sabah Tourism Board aims to attract a wider range of international visitors, contributing to the state’s economic diversification and growth.