Sabah’s business events sector is experiencing a notable upswing, driven by strong government support and promotional efforts, and rising interest from regional and international markets looking for fresh destinations.
Sellers from Sabah interviewed at the inaugural B2B ASEAN Tourism Exchange (ATEX) 2025, held recently in Kota Kinabalu, reported year-on-year growth in business events.
Shangri-La Rasa Ria Kota Kinabalu’s sales manager, Noor Mazmiza Latuwoh, told TTGmice that the property had seen an increase in incentives from China, Singapore and Australia, driven by improvements in air connectivity.
Last year, the hotel became the first in Malaysia and within the Shangri-La group to achieve its Event Sustainability Management Systems certification. “This sets us apart as a truly eco-aware MICE venue. For MICE planners and corporations, aligning their events with sustainable venues bolsters their corporate image,” shared Noor.
Avasi Borneo Tours & Travel’s chief operating officer, Alicia Gomes, shared that her company is seeing Malaysian companies from West Malaysia and multinational corporations based in Singapore returning to Sabah for their meetings and incentive programmes – but with a twist.
“Instead of staying in Kota Kinabalu, many groups are now opting for off-the-beaten-path destinations like Kundasang, Tabin Wildlife Reserve, and Danum Valley,” she said.
“These locations offer unique settings where teams can bond while being surrounded by pristine rainforest or mountain landscapes. It’s a refreshing change from the typical city-based meeting format,” she explained.
This sentiment is echoed by Mary Chey, sales manager at the 97-key Perkasa Hotel Mt Kinabalu – the only hotel located at the foothills of Mount Kinabalu.
Chey shared that the hotel is increasingly popular for exclusive buyouts by corporate clients from across Asia, particularly those seeking privacy and a more focused environment for seminars, workshops, or leadership retreats.
“The natural surroundings help foster creativity and deeper team engagement,” she said. Additionally, many incentive groups visiting Kundasang for day trips use the property as a lunch stop or short retreat venue, complementing their main programmes in Kota Kinabalu.
Positioned as the only private sector-driven tourism event in Malaysia, ATEX was jointly organised by the ASEAN Tourism Association, Federation of ASEAN Travel Associations, and Malaysian Association of Tour and Travel Agents.
