From August 22 to 24, 2025, the scenic Sabah International Convention Centre (SICC), nestled along Kota Kinabalu’s dazzling waterfront, played host to the Malaysia International Travel Mart (MITM) 2025, marking a significant milestone for Sabah’s tourism evolution.
Organised by the Malaysian Chinese Tourism Association (MCTA) Sabah Chapter under the leadership of Chairman Vincent Sia, the three-day fair provided a dynamic platform for Sabah to shine on the global traveler’s stage. It united local industry stakeholders with international partners to promote Sabah’s world-class attractions and sustainable tourism initiatives.
Strengthening Sabah’s Global Tourism Appeal
In her opening remarks, Sabah’s Minister of Tourism, Culture and Environment, Datuk Seri Christina Liew, emphasized the transformative power of MITM. She described it not just as an exhibition, but as a bridge to experiences, cultures, and connections that the world must discover.
Liew highlighted Sabah’s pristine islands, lush jungles, majestic peaks, along with its rich heritage and legendary hospitality, as assets drawing global interest. Her remarks underscored Sabah’s strategic vision: leveraging infrastructure, partnerships, and sustainable promotion to solidify its position among Southeast Asia’s most compelling travel destinations.
Building Bridges: International Partnerships & Events
MITM 2025 attracted a wide range of regional and global stakeholders, including representatives from the Philippines Tourism Board, Tourism Malaysia, Sabah Tourism Board, Chongqing and Chengdu Tourism Boards, as well as Royal Brunei Airlines. Their collaboration illuminated the power of regional cooperation in strengthening Sabah’s tourism outreach.
Through networking, forging partnerships, and showcasing unique travel experiences, MITM became a catalyst for business deals and sustainable development discussions.
The Role of SICC in Highlighting Sabah’s Offerings
The Sabah International Convention Centre (SICC) proved to be the perfect venue for MITM 2025. As East Malaysia’s largest waterfront convention hub, the centre offers vast, flexible exhibit and meeting spaces spread across five levels.
Strategically located within proximity to Sabah’s signature attractions—and connected via Kota Kinabalu International Airport—the SICC strengthened both the accessibility and immersive experience for brokers, exhibitors, and visitors alike.
Sabah Tourism Board: Visionary Leadership & Campaign Initiatives
The Sabah Tourism Board, founded in 1976 and officially rebranded in 1985, continues its mission to enhance Sabah’s tourism appeal through strategic marketing and sustainable development.
At MITM, the board’s “BE Here for You” campaign invited travelers to uncover Sabah’s hidden gems—from lush rainforests to vibrant cultural festivals—while also committing to inclusivity, community engagement, and environmental preservation.
Looking Ahead: Sustainable Tourism & Collaborative Growth
Sabah is steering its tourism trajectory toward sustainable and inclusive growth. MITM 2025 demonstrated that fostering innovation, regional collaboration, and eco-conscious strategies can lead Sabah toward resilient tourism recovery and long-term prosperity.
Unified by government, industry, and community alliances, Sabah’s tourism is not only set to recover—it is on track to thrive, offering visitors authentic experiences and unforgettable memories in the Land Below the Wind.
At a Glance
| Event | Malaysia International Travel Mart (MITM 2025) |
|---|---|
| Dates | August 22–24, 2025 |
| Venue | Sabah International Convention Centre (SICC), Kota Kinabalu |
| Highlights | Global partnerships, cultural promotion, sustainable tourism focus |
| Organiser | MCTA Sabah Chapter, Sabah Tourism Board |
| Venue Facts | East Malaysia’s largest waterfront convention facility |
| Leadership Messages | Minister Liew: Sabah’s unique landscapes and heritage are ready for the world |
| Strategic Focus | Regenerative tourism development, international visibility, community benefits |
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