Marketing Sabah As The Preferred MICE Destination

KOTA KINABALU, April 23, 2019 – To further market Sabah as the preferred MICE destination, Kota Kinabalu Business Event (KKBE) was organized as a platform for State Government Authorities, stakeholders, professional conference organizer (PCO), destination management companies and MICE venue owners to address and network with the industry on a larger perspective.

Organized by Malaysia Convention and Exhibition Bureau (MyCEB) and Sabah Tourism Board (STB), and attended by over 100 people, KKBE aims to increase the awareness of current and potential industry partners and tourism industry operators, on the roles and responsibilities of the drivers of the industry and the efforts of making Business Events or MICE more dynamic.

“It is important for us to work together to ensure Sabah is prepared to receive more and bigger business events and KKBE is a great platform to kick start our efforts for future collaboration and organization of events”, said YB Datuk Christina Liew, Sabah Deputy Chief Minister and Minister of Tourism, Culture and Environment in her speech which was read out by Mr. Ken Pan, Chairman of Sabah Tourism Board at the opening of KKBE.

Among the speakers of KKBE were from Sabah International Convention Centre(SICC), International Congress and Convention Association (ICCA), Malaysia Association of Convention and Exhibition Organizers and Suppliers (MACEOS) including MyCEB and STB.

According to STB, 241 business events were held in Sabah in 2018, with a total of 42,623 domestic and international delegates, generating a total of approximately RM104.7 million in revenue. This is an increase of 31.7% in terms of numbers of events held here compared to the previous year.