KOTA KINABALU: The Sabah Tourism Board (STB) will collaborate with the Sabah International Convention Centre (SICC) to boost marketing of the centre as a venue for meetings, incentives, conferences and exhibitions (MICE) both locally and globally.

       This includes helping to promote SICC at the upcoming world travel expo in Dubai next month.

       SICC delegates led by chief executive officer Datuk Rosmawati Lasuki met with STB chairman Datuk Joniston Bangkuai to discuss strategic plans for attracting MICE activities into the state.

       Bangkuai said such collaboration was important and necessary because STB and SICC complemented each other.

       "We should start planning strategically. In fact, we are planning an international rural tourism conference. Since Sabah is a pioneer in rural community-based tourism, we can leverage that and have the conference here.

       "We can start thinking about what events we can host, bring them (MICE players) to Sabah, and introduce our convention centre.

       "It has to come from us to initiate all the events, engage with players on the prospect of bringing them here, and pursue what we can offer," he said in a statement released on Wednesday (Nov 10) following the meeting.

       With its unique features and strategic location facing the South China Sea as well as its proximity to the city centre, SICC has an edge as a venue for MICE and other events such as weddings, Bangkuai said.

       The meeting also discussed the establishment of a State Convention Bureau to market Sabah as a destination for meetings, conferences, and business events, among other matters.

       Also present were STB deputy general manager (marketing and MICE) Tay Shu Lan and STB MICE unit chief Georgina Jinu.