Kota Kinabalu: Business Events (BE) like the second ‘BE in Sabah 2025’ held at SICC on Feb 27 to 28 help Sabah to build its knowledge economy. Globally, this industry is worth more than US$736.8 billion and is expected to grow to US$2.5 trillion by 2035.
International Congress and Convention Association (ICCA) CEO Senthil Gopinath stressed this in his keynote speech titled “Global Economic Impacts of Business Events: Shaping the Future Growth of the Tourism Industry.”.
“The business events industry represents 25 per cent of global tourism. It creates one out of ten jobs and contributes 10 per cent of global GDP.
That’s why the Business Events industry matters, what we do in Business Events matters,” Senthil enthused.
“Asia Pacific contributed 22.86 per cent to the global Business Events or MICE market in 2023. It is one of the world’s fastest developing regions. Host organisers, speakers, and moderators in a group photo with Dr Jeffrey who officiates at the opening of BE in Sabah 2025 and presented mementos to the participants.
There are more than 16,923 confirmed and potential international and regional association conferences from 2024 to 2028,” Senthil revealed.
Business Events or BE is a term internationally synonymous with Meetings, Incentives, Conferences, and Exhibitions (MICE). The next ICCA Congress 2025 will be held in Porto, Portugal, from Nov 9 to 12, and Senthil invites all participants to attend if they can.
Senthil called on all participants to be promoters and advocates of BE at the ‘BE in Sabah 2025’ opening themed “Empowering Asia Pacific through Business Events.”
He said, “As our lives begin to end, the day we become silent about things that matter,” paraphrasing Martin Luther King, Jr.
Sabah, renowned for its natural beauty and cultural diversity, is set to make its mark on the global business events stage. Business Events spark economic activities, draw international visitors, and benefit multiple industries.
“The destinations that understand the real value of the meetings and events industry, will be the ones able to forge a more sustainable growth for their societies.
Tourism, especially through Business Events, goes far beyond creating jobs and generating income. They unite professionals from various fields, encouraging knowledge sharing, innovation and partnerships that boost global competitiveness and drive economic progress.
The far-reaching impact of Business Events highlights the vital role of tourism in the global economy. “It acts as a powerful engine for growth, attracting investment, promoting sustainability, and preserving natural and cultural heritage through eco-tourism. In 2025, travellers are not only taking the road well-travelled, they are also taking detours to experience new places.”
Detour destinations are less well known and less crowded than tourist hotspots. However, these rising stars are well worth putting on an itinerary, either as an add-on or the main destination.
By prioritising and supporting their growth, foster sustainable development and protect natural and cultural treasures for future generations.
Sabah is known for her flora and fauna conservation efforts. Advocating event sustainability responsibly, Senthil said that ICCA is a founding partner of the Net Zero Carbon Events, which is setting the events industry on a common journey toward net zero carbon emissions by 2050.
‘BE in Sabah 2025’ is organised by MACEOS Sabah Chapter and SICC, with support from the Ministry of Tourism, Culture & Environment Sabah and Ministry of Tourism, Arts & Culture Malaysia, aims to redefine the landscape of business events in Sabah.
