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KOTA KINABALU: Sabah is making significant strides in positioning itself as a premier destination for business events, with international participation reaching 34 per cent this year.

Malaysian Association of Convention and Exhibition Organisers and Suppliers (Maceos) Sabah Chairman cum Sabah International Convention Centre (SICC) Chief Executive Officer, Datuk Rosmawati Lasuki, said they had initially set a 40 per cent target.

“After Be In Sabah 2025 Forum, our goal seems to have been achieved. Before this, people asked where Sabah was, and now they ask when we are going to Sabah because they already know.

“Last year, we deliberately focused on local participants. However, we went international this year,” she said at the Ramadan Buffet 2025 at SICC here.

Rosmawati said that they usually target the Southeast Asian region, including Brunei, Indonesia, and the Philippines.