Q1: How long have you worked in the events industry?

My career in tourism and events spans more than 30 years, beginning at the Sabah Tourism Board, where I eventually became CEO. We actively engaged in international platforms to raise Sabah’s profile including attending SITE European University in 1998 and joining ICCA. These two global Associations helped to strengthen my international networks and expertise in the events industry.

I also served on the Executive Board of the Pacific Asia Travel Association (PATA) 2023-2025 and was honoured to receive the prestigious PATWA Gold Award for Tourism Promotion 2025.

CEO Noredah Othman

Q2: Can you explain what the Sabah Convention Bureau (SCB) can offer international association event planners?

SCB is a one-stop centre for international meeting planners. The Bureau provides a full suite of services, from bid support including proposal assistance, destination presentations and endorsements from local authorities. Once an event is secured, we offer planning and co-ordination support, linking organisers with reliable local partners from PCOs and DMCs to venues and government agencies. We can also offer financial and in-kind support, such as welcome receptions, cultural showcases and promotional subsidies, helping to enrich the delegates’ experience.

For incentive groups, the Bureau helps design customised programmes from CSR projects with rural communities to eco-adventures in marine parks and rainforests.

Enrich delegates’ experiences by getting into nature

Q3: What are the strengths of Sabah as an events destination?

Sabah’s greatest strength is its unique ability to pair modern infrastructure with remarkable nature and cultural experiences. At the heart of this offering is the Sabah International Convention Centre (SICC) in Kota Kinabalu, the largest convention facility in Malaysian Borneo, with a strong presence of international-chain hotels and professional service providers.

From the towering majesty of Mount Kinabalu and the biodiversity of its rainforests to its pristine islands and vibrant indigenous heritage, Sabah offers planners a chance to blend business with unforgettable experiences. Delegates can step out of a plenary session and find themselves snorkelling in marine parks, trekking in lush jungles or engaging in cultural exchanges with local communities. This rare synergy between professional edge and natural authenticity positions Sabah as a destination that delivers more than just meetings: it delivers memories and legacies.

Kota Kinabalu

Q4: Can you explain what you mean by legacy-building?

Business events here are not only designed for immediate impact but also for long-term benefits. International congresses in fields like marine biology and rainforest conservation, for example, have sparked enduring collaborations between local universities and global institutions, leading to ongoing research projects, scholarships and knowledge-sharing platforms. At the same time, Sabah’s business events sector is deeply rooted in social responsibility. Organisers frequently collaborate with NGOs, social entrepreneurs and rural communities, ensuring that events create tangible benefits - from empowering artisans to supporting conservation initiatives - leaving a positive footprint long after delegates have gone home.

Sabah is one of the world’s last great biodiversity treasures, home to ancient rainforests, rare wildlife and rich marine ecosystems and the state is showing genuine leadership in positioning nature as part of the solution to climate change. Initiatives such as mangrove restoration, innovative forestry management and new carbon governance policies demonstrate how environmental protection can go hand-in-hand with community wellbeing. This makes Sabah not only a destination of breathtaking natural wonder but also an inspiring platform for global dialogue on climate change and biodiversity - a place where the world can gather to learn, share and take action for a sustainable future.

Sabah Bornean Sun Bear Conservation Centre

Q5: What developments are in the pipeline?

The next few years will see exciting developments that further enhance Sabah’s appeal. In 2026, the Sheraton Kota Kinabalu Hotel will open its doors, adding to the city’s collection of international brands. Meanwhile, the recently launched Tinggi Tinggi Creative Hub at Jesselton Quay Central introduces a fresh dimension for planners. This collaboration between Jesselton Quay Properties Sdn Bhd and sculptor-curator Japson Wong blends art exhibitions, workshops and artisan commerce in one dynamic space, offering immersive creative experiences alongside business events.

Equally important are strides in professional development. Earlier this year, 16 participants, including an SCB team member, graduated as Certified Event Designers (CEDs) through the Event Design Collective’s Level 3 programme at SICC. Building on this momentum, SCB will launch its flagship Industry Partnership & Educational Programme (IPEP) in early 2026, strengthening collaboration between industry players and educational institutions to develop a skilled talent pipeline, raise service standards and ensure long-term sustainability for Sabah’s business events ecosystem.

Complementing these initiatives are modern meeting and event facilities across the state. Kota Kinabalu is home to internationally recognised brands such as Hilton, Hyatt Regency, Marriott, Le Méridien, Shangri-La and soon Sheraton, all offering versatile ballrooms and conference spaces with hybrid event capabilities supported through collaborations with specialist AV and tech partners. The upcoming Club Med Borneo will further elevate Sabah’s positioning by combining leisure, incentives and conference potential within a premium resort. Beyond the capital, destinations such as Sandakan and Tawau are also equipped with facilities to support regional gatherings.

Altogether, Sabah offers 27,443 rooms statewide, with 13,796 in the three to five-star category. The accommodation landscape is expanding with Sheraton Kota Kinabalu, Four Points by Sheraton Sandakan and Club Med Borneo contributing new capacity and distinctive offerings. From luxury beachfront resorts to centrally located business hotels, organisers can select options tailored to international delegate expectations. Coupled with modern venues, professional services and unique cultural and natural experiences, Sabah is emerging as a competitive and sustainable destination for premier business events.

Authentic cultural experiences include traditional weaving

Q6: What do you find most fulfilling about your role?

I have seen firsthand the power of events to transform not just perceptions but also communities.

Sabah is more than a destination; it is an experience. From the moment delegates arrive, they will encounter not only stunning natural beauty but also genuine hospitality, professional expertise and opportunities to make a real difference. It is this unique blend of professionalism, creativity and authenticity that makes the ‘Land Below the Wind’ a truly compelling destination for global business events.

Sabah International Convention Centre

Sabah’s future as a business events destination is about building an holistic ecosystem where professionalism, creativity, sustainability and inclusivity intersect. From major hotel developments and creative hubs to grassroots social enterprises and talent-building initiatives, Sabah is ensuring that events held here leave a legacy that goes beyond the convention floor.

For international planners, this means that hosting an event in Sabah is an opportunity to contribute to a destination’s growth story while offering delegates an experience that is as transformative as it is memorable.

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