At BE in Sabah’s opening ceremony, Datuk Dr. Hajah Rosmawati Lasuki spoke about the importance of strengthening ASEAN’s competitiveness by fostering cross-border partnerships, aligning policies, and creating integrated event ecosystems.
Kota Kinabalu played host to the second edition of BE in Sabah 2025, a high-impact business events gathering that brought together industry leaders, destination marketing organisations (DMOs) and corporate event planners from across APAC from 27-28 February.
Jointly organised by Sabah International Convention Centre (SICC) and the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) Sabah Chapter, the event underscored Sabah’s growing role in the regional MICE landscape, emphasising regional collaboration, sustainable event strategies and business growth opportunities.
Strengthening ASEAN’s business events ecosystem
Officiated by Datuk Seri Panglima Christina Liew, Sabah’s Minister of Tourism, Culture and Environment, the forum underscored the vital role of business events in economic development and cross-border partnerships. “Asia-Pacific is not just a participant, but a key driver in shaping the future of the global MICE industry. The energy and commitment at Be in Sabah 2025 reflect this ambition,” Liew remarked in her opening speech.
One of the most significant themes from the forum was the push for stronger regional collaboration to enhance the competitiveness of ASEAN as a business events hub. “We can elevate ASEAN’s standing by strengthening cross-border partnerships, aligning visa and trade policies, and creating integrated event ecosystems,” said Datuk Dr. Hajah Rosmawati Lasuki, chairperson of BEiS 2025 Forum and CEO of SICC. “A seamless network of destinations offers diverse business experiences that attract global organisers and investors.”
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Strategic MOUs to drive business events growth
Key Memoranda of Understanding (MOUs) were signed at BE in Sabah to promote international business events.Sabah continues to gain traction as a MICE destination through government support and industry-led initiatives. The forum saw the signing of key Memoranda of Understanding (MOUs), including an agreement between MACEOS Sabah Chapter and The Genuine Brands to promote internationally recognised business events over the next two years.
“The Sabah State Government, through the Ministry of Tourism, Culture and Environment, has been pivotal in positioning Sabah as a premier business events destination. With strong backing from key agencies like Sabah Convention Bureau (SCB), Sabah Tourism Board (STB), Sri Pelancongan Sabah (SPS), and MACEOS Sabah Chapter, we’ve implemented strategic initiatives and infrastructure developments to elevate Sabah on the regional and global stage,” Rosmawati noted.
To enhance industry capabilities, the Sabah State Government recently sponsored 22 local business events professionals for internationally recognised certifications. “This investment enhances expertise in bidding, sustainability and digital transformation, strengthening Sabah’s competitiveness on the global stage,” Rosmawati added.
Looking ahead: Sabah’s MICE ambitions
Be in Sabah encourages MICE ecosystem players to unite by fostering collaboration, promoting regional partnerships, and supporting strategic initiatives.'BE in SABAH 2025' highlighted the importance of bridging business events with the region’s rich heritage and natural landscapes, creating a distinctive and immersive experience for delegates. The synergy between Sabah’s cultural vibrancy and the MICE industry positions the state as a unique destination that seamlessly integrates commerce with tradition, reinforcing its appeal in the global market.
Looking ahead, Rosmawati envisions Be in Sabah evolving beyond a conference into a catalyst for tangible industry transformation. “The goal is to foster stronger regional and international partnerships, expand market reach, and ensure our local industry players secure high-value opportunities,” noted Rosmawati. “I want to see Sabah’s venues and suppliers directly engaging with global event organisers, leading to real business wins for the state.”