STB welcomes BOHEX to boost Sabah's Muslim friendly MICE appeal

10 January 2025

KOTA KINABALU: The Sabah Tourism Board (STB) enthusiastically welcomes the upcoming Borneo International Halal Exhibition (BOHEX) as a significant initiative to enhance Sabah’s reputation as a premier destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) and a Muslim-friendly locale.

During a courtesy visit with the BOHEX organizing team on Thursday, STB Chairman Datuk Joniston Bangkuai emphasised the importance of hosting more events like BOHEX to broaden Sabah's appeal, particularly among international participants.

The BOHEX organising team comprises Business Development and Government Relations Director Maiyizat-ul-Najwa Ab. Mutalib, Corporate Communications Director Nurul Hidayah Umol, and Project Manager Safia Amira Mohd Jamil.

“International events like BOHEX are vital for the Sabah Tourism Board, as they provide an opportunity to showcase our stunning destination to foreign participants, whether they are visiting for the first time or returning,” said Joniston.

“It complements Malaysia’s efforts to welcome more visitors under Visit Malaysia 2026 while positioning Sabah as an increasingly attractive destination for Muslim tourists,” said Joniston.

Joniston, who is also the Assistant Minister of Tourism, Culture, and Environment, suggested that the organiser engage with the Sabah Convention Bureau to further strengthen the event’s impact.

BOHEX, scheduled for 5-9 February, is organised by Eminent Source Sdn Bhd - a company specialising in training and coaching industries related to Halal and Food Safety and Quality certification since 2022.

Supported by the Department of Islamic Development Malaysia (JAKIM), BOHEX will be held at the Sabah International Convention Centre and carry the theme Embracing Halal World

It aims to raise awareness of halal products that extend beyond food, showcasing sectors such as fashion, medical products, and tourism.

The organising team briefed Joniston that BOHEX aims to attract 10,000 visitors throughout the five-day exhibition and

and brings exhibitors from Brunei, South Korea, Indonesia, Pakistan, and India, among others.