KOTA KINABALU: Sabah's business events industry is just getting started, as the state is mostly known as a leisure destination.
"Sabah's business events sector is in its infancy, with a primary focus on leisure, where nature and adventure thrive," said Sabah Tourism Board chief executive officer Noredah Othman, sharing her insights on sustainability in meetings, incentives, conferences and exhibitions (MICE) tourism within the context of Sabah at the PATA Forum.
Noredah, who is an executive board member of the Pacific Asia Travel Association (PATA), was attending the three-day PATA Travel Mart held from Oct 4-6 at the International Exhibition Convention Centre in Pragati Maidan, New Delhi.
She said the state government's unwavering dedication to conservation aligns well with sustainable tourism goals.
She said Sabah was becoming a popular and sustainable place for MICE, and this demonstrated its potential.
She highlighted how the state's dedication to conservation has positioned Sabah as the quintessential business event location committed to sustainability.
"With the establishment of Sabah International Convention Centre (SICC), Sabah has broadened its horizons to host impactful business events," she said.
Noredah said Sabah was keen to learn from renowned MICE destinations such as Kuala Lumpur and Bangkok, charting its course to conduct business events sustainably.
Furthermore, she said an enriching experience was awaiting MICE participants in Sabah, offering a glimpse into the state's ambitious conservation and preservation tourism initiatives.
Present at the event was Sabah Assistant Tourism, Culture and Environment Minister and Sabah Tourism Board chairman Datuk Joniston Bangkuai, who led the STB delegates to India.
Also in attendance were STB deputy chief executive officer Julinus Jimit and senior marketing manager Humphrey Ginibun.
