Events such as BIG SABAH Sale 2025, which will be held from 31 October to 2 November at Sabah International Convention Centre, are ramping up in scale and influence. Photo Credit: Adobe Stock/Yusnizam Yusof
Sabah is ramping up its ambitions to become a leading destination for the MICE industry, according to Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
Reports in local media stated that Liew said the above following “aggressive measures undertaken by the Sabah International Convention Centre (SICC)”. She said that her ministry fully supported SICC-organised events ‘that helped drive domestic tourism, empower local entrepreneurs and elevate Sabah’s profile in the regional economic landscape’.
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According to reports Liew was speaking after being briefed by SICC CEO Datuk Dr Rosmawati Lasuki on the SICC's BIG SABAH Sale 2025 event, which is being held from 31 October to 2 November. Liew highlighted how international participation has expanded at the event, which she said would feature 500 booths, up from 300 in 2024, with 50,000 visitors expected.
Liew also highlighted how BIGSABAH Sale 2025 aims to further strengthen Sabah's positioning as the gateway to East Asean and the Asia Pacific region. The reports outlined that Liew said a curated B2B component will be introduced at the event, enabling participants to create meaningful trade connections and unlock regional opportunities.