STB WELCOMES BOHEX TO BOOST SABAH’S MUSLIM FRIENDLY, MICE APPEAL

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

During a courtesy call with BOHEX organiser on Thursday, STB Chairman Datuk Joniston Bangkuai said Sabah needs more events like this to boost its portfolio, especially among international participants.

The BOHEX organising team included 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 meaningful, especially for the Sabah Tourism Board, as they allow us to showcase our beautiful destination to foreign participants, whether they are first-time or returning visitors.

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