Sabah Convention Bureau CEO Receives PATWA Gold Award for Excellence in MICE and Destination Management

29 April 2025

KOTA KINABALU: At the recently concluded ITB Berlin, Noredah Othman, Chief Executive Officer of Sabah Convention Bureau, was honoured with the PATWA Gold Award for Individual Excellence in Meetings, Incentives, Conferences, and Exhibitions (MICE) and Destination Management for 2025.

This award was presented at the 25th and 2025 edition of the PATWA World Tourism & Aviation Leaders’ Summit and the PATWA International Travel Awards, held at ITB Berlin on 5 March 2025.

The prestigious accolade recognises her outstanding contributions to the tourism industry, particularly in the MICE sector, and her dedication to enhancing destination management in Southeast Asia.

Organised by the Pacific Area Travel Writers Association (PATWA), the annual awards celebrate excellence across the global travel and tourism industry.

The award highlights Noredah’s unwavering commitment to developing innovative and sustainable tourism strategies, her leadership in promoting Malaysia—especially Sabah—as a premier MICE destination, and her pivotal role in fostering international collaborations to drive tourism growth.

“I am deeply honoured to receive this recognition from PATWA. It reflects the collective efforts of our industry and stakeholders, who work tirelessly to position Sabah and Malaysia as top-tier MICE and travel destinations,” she said.

“I share this achievement with them and remain committed to further enhancing the region’s tourism industry,” added Noredah Othman.

With a career spanning over three decades, Noredah has been instrumental in crafting strategic tourism initiatives, attracting high-value business events, and strengthening Malaysia’s global tourism appeal.

Although the Sabah Convention Bureau, established under the Ministry of Tourism, Culture & Environment Sabah last year in 2024, is still in its early stages, Noredah’s leadership has been vital in establishing its presence and positioning Sabah as an emerging destination for MICE activities.

The award was presented by PATWA Secretary General Yatan Ahluwalia, with dignitaries on stage, and was accepted on behalf of Noredah by a representative from Sabah at ITB Berlin.

PATWA is a non-profit, non-governmental, international media organisation founded in 1999. It supports the sustainable development and growth of destinations, travel, tourism, hospitality, aviation (airlines and airports), transportation (cruise liners and rail), online travel platforms, travel technology, and allied service providers worldwide.

PATWA is also an affiliate member of UN tourism.