Sabah is slowly gaining momentum in the sustainable Meetings, Incentives, Conferences and Exhibitions (MICE) tourism industry, says the Sabah Tourism Board (STB).

STB chief executive officer Noredah Othman said this is a testament to the state having remarkable potential in this field, even in its early stages.

“The state's dedication to conservation is the cornerstone that positions Sabah as the quintessential business event location committed to sustainability,” she said during the Pacific Asia Travel Association (PATA) forum in New Delhi, India on Wednesday (Oct 4).

She said Sabah's business events sector was still in its infancy and the state is primarily a leisure destination where nature and adventure come alive.

“The steadfast commitment of the Sabah government to conservation aligns seamlessly with our sustainable tourism, earning commendations,” said Noredah.

“With the establishment of Sabah International Convention Centre (SICC), the horizon broadens as Sabah gears up to host impactful business events,” she said.

She also shared how Sabah has been organising quite a number of national-level MICE events at the SICC recently and aims to do more in this field.

Noredah, an executive board member of PATA, was among the speakers sharing insights on sustainability in MICE tourism within the context of Sabah at the forum.

As a leisure destination driven by sustainability, Sabah is eagerly embracing lessons from renowned MICE destinations closer to home, like Kuala Lumpur and Bangkok, charting its course to conduct business events sustainably, she said.

Furthermore, she emphasised the enriching experience awaiting MICE participants in Sabah, offering a glimpse into the state's ambitious conservation and preservation tourism initiatives.

Also present was Sabah Assistant Tourism, Culture and Environment Minister and STB chairman Datuk Joniston Bangkuai, who led the STB delegation to India.

Also in attendance were STB deputy CEO Julinus Jimit and senior marketing manager Humphrey Ginibun.