Kota Kinabalu – Sabah International Convention Centre (SICC), in a joint collaboration with the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) Sabah Chapter, proudly hosted the second edition of the Business Events Forum – BE in SABAH 2025 from 27 to 28 February 2025.
Themed “Empowering Asia Pacific Through Business Events”, this year’s forum welcomed a record-breaking 747 delegates—586 local and 161 international participants from 28 countries—including regional and international Business Events (BE) professionals, government agencies, destination marketing organisations, Professional Conference and Exhibition Organisers (PCO/PEO), and students from local higher learning institutions.
The two-day event featured dynamic keynote addresses from ICCA representatives and regional leaders, engaging panel discussions focused on sustainability, legacy-building, and regional alliances, and a bustling Business Exchange Marketplace that facilitated over 50 curated B2B meetings. Informal networking sessions throughout the forum created opportunities for meaningful interactions between delegates and speakers, laying the groundwork for future partnerships and knowledge-sharing.
International speakers hailed from Australia, Singapore, Indonesia, Japan, Thailand, the Philippines, and South Korea, offering a broad spectrum of insights, case studies, and forward-thinking strategies tailored to the Asia Pacific region. The diverse programme was designed to:
- Showcase Sabah’s potential as a competitive BE destination;
- Cultivate cross-border partnerships and investment opportunities;
- Encourage innovation, inclusivity, and sustainability in event practices;
- Stimulate knowledge-sharing and talent development;
- Strengthen regional networks to promote joint bids and collaborative marketing efforts.
The event also marked a significant economic contribution, with an estimated Total Economic Impact (TEI) of RM4,767,000.00, Direct Delegate Expenditure of RM1,362,000.00, and tax revenue contribution of RM204,300.00 to local authorities.
BE in SABAH 2025 further underscored Sabah’s strategic value in the region by enhancing its visibility among key stakeholders and association planners, reinforcing its standing as a rising business events destination in the Asia Pacific.
The strong backing from the Ministry of Tourism, Culture and Environment Sabah, Sabah Convention Bureau, Sabah Tourism Board, and Sri Pelancongan Sabah played a pivotal role in elevating the scale and impact of this year’s event.
“This year’s forum was more than just a gathering—it was a convergence of ideas, energy, and opportunity. With continued support from our partners and the State Government, we are confident Sabah will remain on the global map as a preferred destination for impactful business events,” said Datuk Dr. Hajah Rosmawati Haji Lasuki, J.P., Chief Executive Officer of SICC and Chair of MACEOS Sabah.
As Sabah continues to position itself at the forefront of Asia Pacific’s BE landscape, BE in SABAH stands as a flagship initiative to drive innovation, sustainability, and regional growth for years to come.
