Positioning Sabah for Impact, an interview with Noredah Othman
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12th Jan, 2026
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As one of the most recently established convention bureaus in Southeast Asia, the SCB was launched in the middle of 2024 with a mission as audacious as it was ambitious: to reposition the Malaysian state of Borneo as a reliable destination for international meetings and events grounded in knowledge, transcending its status as a purely tourist destination of pristine natural landscapes, rich cultural heritage and warm hospitality.Leading this transformation is Noredah Othman, SCB’s founding CEO, previously served as CEO of the Sabah Tourism Board (STB) and who brings more than three decades of experience in tourism strategy, global MICE networks, and government collaboration. With a sharp focus on legacy, partnerships, and sustainable growth, she is helping steer Sabah from its traditional reputation as a nature escape into a serious business events contender.
In this interview with HQ, Noredah outlines the early challenges, landmark milestones, and what it takes to build a destination from the ground up, with a clear eye on impact.
Headquarters: The Sabah Convention Bureau was established as part of the Ministry of Tourism, Culture and Environment. As the state’s first dedicated destination marketing organisation of its kind, how did you define your strategic role in the early months, and what shaped your initial priorities?
Noredah Othman: When the Bureau was launched in June 2024, our mandate was clear: to transform business events into a driver of inclusive economic growth and social impact. In those early months, my focus was on defining our value proposition as more than just an events bureau. We positioned ourselves as a connector, bridging government, academia and industry, and emphasised legacy outcomes as a core priority. Our first steps involved engaging stakeholders across Sabah to build alignment, establish trust and map the sectors where our expertise could resonate globally, such as biodiversity, medical research and sustainability.
HQ: While Sabah is well known for its biodiversity and cultural heritage, it is relatively new to the international business events community. How are you positioning Sabah among international association planners, particularly those unfamiliar with its capabilities as a business events destination?
NO: We recognised early on that Sabah needed to be reintroduced not only as a place of natural wonder but also as a centre of professional excellence. Our strategy includes active participation at global trade shows, hosting familiarisation trips for association leaders and leveraging Sabah’s reputation in conservation and research to align with knowledge-driven events. We showcase modern infrastructure like the Sabah International Convention Centre (SICC) alongside our strong higher education institutions and industry clusters. This dual narrative, professional capacity paired with unforgettable delegate experiences, is resonating strongly with association planners who are seeking distinctive yet reliable destinations.
HQ: The BE in SABAH Forum has positioned itself as a platform for international dialogue on sustainable and impactful business events. How has this initiative evolved, and in what ways does it reflect the Bureau’s wider goals in terms of positioning, partnerships, and regional relevance?
NO: The BE in SABAH Forum was conceived as more than a knowledge-sharing platform; it is a statement of Sabah’s commitment to sustainability and legacy. Since its inception, the Forum has evolved into a meeting point for local and international stakeholders to exchange best practices on impactful event delivery. It reflects our broader vision to position Sabah as a thought leader in Southeast Asia, where conversations about event design, legacy frameworks and sustainability intersect. By convening global and regional partners under one roof, we are reinforcing Sabah’s role not only as a host but as a contributor to the advancement of the business events industry.
HQ: Sabah has recently hosted the 19th International Conference on Knowledge Management in Organizations (KMO 2025) at Universiti Malaysia Sabah (UMS), the IEEE Region 10 Conference (TENCON) and the International Conference on Big Data and Smart Computing (BigComp). What were the key factors in securing these bids, and how do they reflect Sabah’s growing ability to attract and deliver knowledge-driven international meetings?
NO: Hosting these prestigious conferences was made possible through strong collaboration with local higher education institutions, professional associations, and the international networks we have built. The process highlighted Sabah’s academic expertise, state-of-the-art facilities, and the appeal of offering delegates experiences beyond the conference room. These events affirm that Sabah is ready to host high-level, knowledge-driven gatherings while delivering international standards and a distinctive delegate journey rooted in nature and culture.
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HQ: Your approach seems strongly rooted in collaboration across knowledge institutions, healthcare, and industry. How is the Bureau engaging with local clusters (such as medical research, agriculture, biodiversity), and higher education institutions like Universiti Malaysia Sabah (UMS) to shape event attraction strategies that are rooted in regional expertise and designed to leave a meaningful legacy?
NO: Collaboration with local clusters is central to our approach. We actively map Sabah’s key strengths such as biodiversity research, marine science, healthcare and sustainable agriculture, and align these with international association interests. Through partnerships with institutions like UMS and the Sabah state healthcare cluster and association, we identify ambassadors who can champion bids and co-create legacy programmes. For example, a medical congress may include training for local practitioners, or a biodiversity symposium may partner with conservation NGOs to implement long-term projects. This ensures that events create outcomes that endure well beyond their closing sessions.
HQ: As you speak with international associations and PCOs who are exploring Sabah as a new destination, what tends to shift in their perspective once they learn about Sabah’s capabilities?
NO: The most common reaction is surprise at the depth of what Sabah offers. Many come with the perception of Sabah as a leisure destination known for its rainforests and islands. When they learn about our modern venues, global-standard hotels, knowledge clusters and proven track record of hosting international congresses, their perspective shifts dramatically. They begin to see Sabah not as a new or risky destination, but as a distinctive and reliable partner capable of delivering both immediate ROI and long-term legacy.
As Noredah sees it, building a successful business events destination is not only about venues or connectivity, but about its purpose: cultivating an ecosystem where professionalism, creativity, sustainability, and inclusivity converge. Sabah is shaping itself into a truly legacy-driven destination, from landmark hotel developments and innovative creative hubs to grassroots initiatives and talent-building programmes. For a new bureau with global ambition, Sabah’s approach is less about scale and more about substance: anchoring events in legacy, local relevance, and professional trust.“For international planners, Sabah is more than a destination; it is an experience. From the moment delegates arrive, they are welcomed by breathtaking natural beauty, genuine hospitality, and opportunities to make a real difference, perfectly captured in the tagline, Sabah – Your Business Events Playground. Beyond that, delegates are invited to discover a destination where business meets inspiration: contemporary venues framed by stunning landscapes, enriched with adventure and vibrant cultural encounters that leave a lasting impression,” she concludes.Read and download the full Sabah Destination Report to learn how Borneo’s newest convention bureau is redefining business events in Southeast Asia.
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