Strategic location, innovation and regional connectivity drive Sabah International Convention Centre’s MICE appeal.
Sabah is fast emerging as a key MICE destination in Southeast Asia, thanks to its strategic location and growing regional connectivity. Situated close to Brunei, Indonesia, the Philippines, South Korea and Japan, Sabah offers a natural meeting point for business leaders, entrepreneurs and event organisers.
East ASEAN represents a thriving market of nearly 80 million people, making SICC a strategic gateway for business events seeking to tap into this high-growth region. The region’s economic landscape is further transforming with the development of Nusantara, Indonesia’s new capital, creating fresh opportunities for trade, tourism and MICE activities.
"As East ASEAN continues to grow, SICC is leveraging strong partnerships with international tourism boards, airlines and trade associations to enhance accessibility and global awareness," said Datuk Dr. Hajah Rosmawati, CEO of SICC.
"By working closely with stakeholders across Brunei, Indonesia and the Philippines, alongside Sabah’s local convention bureau and tourism board, we are ensuring seamless travel arrangements and attractive incentives for event organizers."
Related: A convention centre at the heart of Sabah’s action
Key events elevate Sabah’s MICE Profile
As a relatively new player in the MICE industry, SICC has curated two flagship events that are helping to grow Sabah’s business events ecosystem.
The second BE in SABAH, set to take place on 27-28 February 2025, is an international business forum that brings together industry leaders, policymakers and entrepreneurs to explore investment opportunities and regional collaboration.
BIGSABAH Sale, which took place on 25-27 October 2024, was the largest consumer exhibition in Sabah, attracting domestic and international participants while driving business opportunities for local enterprises.
“Our goal is not just to host events but to foster a thriving business events ecosystem in Sabah. We are creating a platform where local and international stakeholders can connect, collaborate and drive meaningful impact,” added Dr Rosmawati.
Sabah’s natural beauty, rich cultural heritage and economic strengths make it an attractive location for sector-specific business events. SICC is prioritising MICE opportunities in industries that align with Sabah’s long-term economic growth, including tourism & ecotourism; oil & gas; healthcare & medical conferences; and adventure & conservation events.
"We are particularly focused on ecotourism and conservation events, reflecting Sabah’s identity as a biodiversity haven. Sustainability is at the core of our vision, and we aim to attract events that align with responsible tourism and environmental consciousness," explained Dr Rosmawati.