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Beyond Borders – Uniting East ASEAN for Global Event Excellence
Gateway to East ASEAN – Elevating Business Events in Asia Pacific
This gathering builds regional collaboration, strengthens networks, and demonstrates the region’s ability to deliver world class events through a trusted supply chain, innovative ideas, and authentic cultural connections. It welcomes global partners to discover East ASEAN’s readiness to lead, connect, and shape the future of business events together.
Sabah is set to become the premier gateway for business events (BE) in East ASEAN, positioning itself as a strategic hub for growth in the Asia Pacific region. With its world-class facilities, unique natural beauty, and vibrant cultural diversity, BE in SABAH offers a dynamic platform for international industry leaders to converge, connect, and collaborate. This exclusive event provides unmatched opportunities for networking, knowledge exchange, and innovative partnerships, driving the future of business events across the Asia Pacific. Experience Sabah’s unmatched potential as the ultimate destination for impactful business events.
MESSAGE FROM
“I am confident that the Business Events Forum will not only be a platform for knowledge exchange but also an opportunity to discover the endless possibilities that Sabah holds for business ventures
MESSAGE FROM
“I am confident that the Business Events Forum will not only be a platform for knowledge exchange but also an opportunity to discover the endless possibilities that Sabah holds for business ventures
MESSAGE FROM
“I am confident that the Business Events Forum will not only be a platform for knowledge exchange but also an opportunity to discover the endless possibilities that Sabah holds for business ventures
MESSAGE FROM
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BE in SABAH 2026 is designed as a regional platform for dialogue and collaboration within the global Business Events community. In a period of economic and geopolitical uncertainty, Business Events play an increasingly strategic role in facilitating trade, investment and knowledge exchange. The forum brings international and Asia Pacific leaders together to share perspectives, strengthen partnerships and support long-term industry resilience.”
MESSAGE FROM
“BE in SABAH 2026 is designed as a regional platform for dialogue and collaboration within the global Business Events community. In a period of economic and geopolitical uncertainty, Business Events play an increasingly strategic role in facilitating trade, investment and knowledge exchange. The forum brings international and Asia Pacific leaders together to share perspectives, strengthen partnerships and support long-term industry resilience.
General Secretary & Managing Director, Yacht Club de Monaco cum President of the Chambre Monégasque du Yachting
Bernard d’Alessandri is a leading figure in international yachting, renowned for advancing innovation and sustainability across the sector. As Managing Director and General Manager of the Yacht Club de Monaco, under the presidency of Prince Albert II, he has played a pivotal role since 1990 in positioning Monaco as a global centre of maritime excellence through initiatives such as the Monaco Energy Boat Challenge and Monaco Classic Week. A key architect of the “Monaco, Capital of Advanced Yachting” vision, he has united industry stakeholders around innovation, environmental responsibility, and excellence, while also championing education and knowledge transfer through La Belle Classe Academy. Recognised with prestigious honours in Monaco and France, he is widely regarded as a driving force in the transition towards sustainable yachting.
Chief Executive Officer, International Congress and Convention Association (ICCA)
Dr Senthil Gopinath, Chief Executive Officer of the International Congress and Convention Association (ICCA), is a recognised global leader in the international meetings industry with over 20 years of experience across regions and sectors, playing a pivotal role in positioning destinations on the world stage and delivering high-impact international events. A strategic and visionary leader, he is known for driving innovation, fostering global collaboration and building sustainable industry growth. He holds a European BBA, an MBA from the United Kingdom and a Ph.D., reflecting his strong commitment to lifelong learning. At ICCA, he leads a global network of more than 1,150 members across over 100 countries, and his recognition as Global Business Events Strategist of the Year underscores his transformative impact and continued influence in shaping the future of the global business events industry.
Chief Executive Officer, GainingEdge
Steen Jakobsen is Chief Executive Officer of GainingEdge, a specialist consulting firm advising the global tourism and business events sectors. He brings over 25 years of international leadership experience, having held senior roles in Denmark and the United Arab Emirates. Prior to GainingEdge, Steen served as Vice President at Dubai’s Department of Economy and Tourism, where he led Dubai Business Events, and previously as Director of the Copenhagen Convention Bureau. He has held numerous industry leadership positions, including Vice President of the International Congress and Convention Association, Chair and Board Member of the BestCities Global Alliance, Board Member of the Green Meeting Industry Council, and Executive Committee Member of the Dubai Association Centre. Steen holds a Master’s degree in Business Administration and Commercial Law and has received multiple international honours recognising his contributions to the global business events industry.
General Manager, Global Events and Conferences at Nikkei Inc.
Toyoaki Fujiwara is the editor-in-chief of the Editorial Headquarters for Asia, based in Bangkok. He previously earned an undergraduate degree in nuclear engineering from Kyushu University and joined Nikkei as a staff writer in Tokyo, where he covered a range of topics including technology companies, monetary policy, fiscal policy, and politics. In 2014, he was transferred to Bangkok to serve as Deputy Editor at the editorial headquarters for Asia, which was established in response to the launch of Nikkei Asia, Nikkei's new English publication. In 2017, he relocated to Tokyo to join the main newsroom as the Business News Editor and the Politics and Economy News Editor at Nikkei Asia.
Co-Founder & Managing Director, Event Design Collective (EDCO Global)
Ruud Janssen, CMM, DES, CED, is a Switzerland-based innovator specialising in event design to drive meaningful change for NGOs, membership organisations, and corporations. As a trusted trainer and advisor, he has collaborated with esteemed clients, including the International Olympic Committee, United Nations, Google, Bayer, Wikimedia Foundation, and the Internet Society. Co-creator of the #EventCanvas and co-founder of the Event Design Collective, Ruud integrates functional, social, and technological advancements to transform business and event models. Fluent in English, Dutch, French, and German, Ruud is a sought-after global speaker and author on Event ROI, Virtual and Hybrid Events, and Event Innovation. A former MPI International Board Director and certified MPI Global Trainer, he brings a deep understanding of the complexities of designing impactful events for diverse industries worldwide.
Chief Executive Officer, International Congress and Convention Association (ICCA)
Dr. Senthil Gopinath, CEO of the International Congress and Convention Association (ICCA), brings over 20 years of expertise in the meetings, association, and leisure industry. A proven leader, he has held key roles, including CEO of the Sri Lanka Convention Bureau and Vice President at Kuoni. His experience spans pivotal positions in Dubai, notably at Congress Solutions International, driving large-scale international meetings in the UAE and the region. Senthil holds advanced degrees in business administration and a Ph.D., reflecting his dedication to growth and innovation. Recognized as Global Business Events Strategist of the Year by PCMA, he leads ICCA’s 1,150 members across 100+ countries, advancing the association meetings industry with unmatched data and development opportunities.
Chief Executive Officer, Sabah Tourism Board (STB)
Julinus Jeffery Jimit is a Chartered Accountant by profession with over 12 years of experience at in Ernst & Young. Bringing a wealth of expertise in finance and management, he served as the Senior Product Manager and Chief Financial Officer of Sabah Tourism Board for over a decade, where he played a pivotal role in strategic initiatives before ascending to the CEO position. A certified Train the Trainer, Julinus is also a member of the Malaysian Institute of Accountants, the Malaysian Institute of Internal Auditors, and the Malaysian Institute of Management. Since 2014, he has been instrumental in spearheading the development of Sabah's Rural and Community-Based Tourism, showcasing his commitment to sustainable growth. With a Bachelor’s degree in accounting, he is well-versed in compliance and corporate governance, enabling him to drive excellence in all his endeavours.
Interim CEO / Senior Partner & Senior Consultant, GainingEdge
Mike is a seasoned professional in the MICE industry, with over 30 years of experience across the Asia Pacific region. Currently leading GainingEdge's in-market sales representation, he also provides consultancy for global convention bureaus and convention centers. He has played key roles in establishing the Malaysia Convention and Exhibition Bureau, consulting for the Japan Global MICE Cities Programme, and developing Phase II of the China National Convention Center. Previously, Mike was the General Manager of Sales & Marketing at the Melbourne Convention & Visitors Bureau and held senior marketing roles at Tourism Australia. A pivotal figure in launching AIME and co-founding the BestCities Global Alliance, Mike has also served as National President of Meetings & Events Australia.
Chief Executive Officer, Excellerated Business School®️ for Entrepreneurs
A pioneering educational entrepreneur and sustainability advocate, Dame Cordova has spent over four decades empowering purpose-driven leaders worldwide. As owner and CEO of Excellerated Business School®️ for Entrepreneurs and the transformative Money & You® program, she has impacted hundreds of thousands across 85+ countries in six languages, with her influence extending to millions through notable graduates like Robert Kiyosaki, co-author of Rich Dad Poor Dad. Her teachings focus on vital, non-traditional subjects, including leverage, economic engines, and building socially responsible businesses. A lifelong humanitarian, Dame Cordova champions innovative education systems and renewable energy solutions as key elements for eradicating poverty and hunger globally. Her dedication to uplifting humanity continues to inspire leaders and drive positive, lasting change.
Co-Founder & Managing Partner, Event Design Collective GmBH
Ruud Janssen, CMM, DES, CED, is a Switzerland-based innovator specialising in event design to drive meaningful change for NGOs, membership organisations, and corporations. As a trusted trainer and advisor, he has collaborated with esteemed clients, including the International Olympic Committee, United Nations, Google, Bayer, Wikimedia Foundation, and the Internet Society. Co-creator of the #EventCanvas and co-founder of the Event Design Collective, Ruud integrates functional, social, and technological advancements to transform business and event models. Fluent in English, Dutch, French, and German, Ruud is a sought-after global speaker and author on Event ROI, Virtual and Hybrid Events, and Event Innovation. A former MPI International Board Director and certified MPI Global Trainer, he brings a deep understanding of the complexities of designing impactful events for diverse industries worldwide.
Founder & Chairman of Bumiati Holdings Sdn Bhd cum President of MACEOS
Datuk (Dr) M. Gandhi is a prominent figure in the Asia Pacific trade exhibition industry, with over 30 years of experience in sectors such as food, renewable energy, infrastructure, defence, and security. As Founder and Chairman of Bumiati Holdings Sdn Bhd, an investment holding company, he focuses on property, agriculture, renewable energy, business events, and tech start-ups. His leadership has enabled multinational companies to expand into India and ASEAN. He founded Kind Malaysia to bridge the corporate world with civil society through exhibitions. Currently, he serves as Director at DSA Group and President of MACEOS for the 2024/2026 term.
President and Chief Executive Officer, Informa Markets Asia
Margaret Ma Connolly is President & CEO of Informa Markets Asia, leading a diverse portfolio of more than 200 brands across 14 countries and regions, including industry-leading exhibitions and marketing services. She joined UBM Plc in 2008 and continued with Informa following the group’s merger in 2018. Over the past 16 years, she has driven significant growth across key market sectors through organic expansion and strategic partnerships. A strong advocate for talent development and MICE collaboration, Margaret is a member of WomenExecs on Boards and the National Association of Corporate Directors. She serves as a non-executive director on the boards of S4 Capital Plc and the Saudi Conventions and Exhibitions General Authority. Her previous senior roles include TNT and Global Sources, and she co-founded ShanghaiExpat. Margaret holds an MBA from Oxford Brookes University and continues executive studies focused on AI and strategy.
Director, Abu Dhabi Convention and Exhibition Bureau (ADCEB), Department of Culture and Tourism Abu Dhabi
Mubarak Hamad Al Shamsi is the Director of the Abu Dhabi Conventions & Exhibition Bureau and a senior leader in the UAE’s tourism and business events sector. A UAE national from Al Ain, he brings over 21 years of experience spanning tourism development, event management, and international market growth. He began his career in 2004 with the former Abu Dhabi Tourism Authority and later served as Country Manager for the GCC market in Jeddah, Saudi Arabia. Appointed Director in 2014, Al Shamsi has played a key role in strengthening Abu Dhabi’s global positioning as a leading business events destination. His international leadership roles include Chairperson of the ICCA Middle East Chapter in 2018, 1st Vice President of the ICCA International Board, and Board Member of the IAEE MENA Chapter. He holds a master’s degree from LUISS Guido Carli University, Rome, and a bachelor’s degree from the University of Colorado.
President, Institute of Tourism
Chairholder / Emeritus Professor, Institute of Informatics & Computing in Energy (IICE), Universiti Tenaga Nasional (UNITEN), Kuala Lumpur
Professor Emeritus Dato’ Dr. Halimah Badioze Zaman FASc is the Holder of the Tan Sri Leo Moggie Distinguished Chair in Energy Informatics at the Institute of Informatics and Computing in Energy (IICE), Universiti Tenaga Nasional (UNITEN), and the Founder and Advisor of the National Energy Centre (NEC). She previously served as the longest-serving Independent Director of the Malaysia Digital Economy Corporation (MDEC) from 2019 to 2025, following over four decades of distinguished service at Universiti Kebangsaan Malaysia (UKM). A Fellow of the Academy of Sciences Malaysia, she has received numerous national and international accolades for her research and leadership, including recognition as a Most Inspiring Icon in Asia and the Kesatria Malaysia award. She continues to play a key advisory role in national initiatives, including the establishment of the National AI Centre and the National Address System.
Managing Director, jwc GmBH & Former CEO of UFI
Kai Hattendorf is one of the most prominent thought leaders in the global business events and exhibition industry, building on a decades-long legacy of transformation and innovation across the sector. In his decade as CEO of UFI, the Global Association of the Exhibition Industry, he spearheaded numerous initiatives and projects to develop the sector, drive public awareness, and grow the association’s reach and relevance. As Chair of the Joint Meetings Industry Council (JMIC), a global Council of international and global associations serving the Business Events Industry, Kai drove advocacy work like the “Global Industry Manifesto,” creating a joint narrative for the whole events sector. Working with industry associations and global organisations like UNFCCC, OECD, and ISO, he set up and supports initiatives like the “Net Zero Carbon Events Initiative”. Kai’s work in the events industry has been recognized through numerous awards and recognitions around the world.
Kai currently lives in Oslo, Norway.
Evenesis Commander (CEO), Evenesis
Yusno Yunos is the Founder and CEO of Evenesis, a leading cloud-based end-to-end event management platform enabling seamless collaboration across planners, participants, and suppliers. A recognised innovator in event technology, he received the APIEM Professional Fellowship in 2023 and was named Most Influential Leader in the MICE Industry at the Global MICE & Luxury Travel Congress in 2020. Under his leadership, Y Us Sdn Bhd has been awarded Leading Event Technology Company of the Year 2022 and recognised among Malaysia’s Top 10 Most Innovative ICT Companies. Evenesis has also earned multiple international accolades, including the Event Technology Excellence Award 2024 and recognition by Capterra and Web Summit Dublin. Yusno began his career as a web developer at Carnegie Mellon University and later worked on major CRM and automation initiatives at Tenaga Nasional Berhad. He holds a Bachelor’s in Information Systems and a Master’s in Management Information Systems from Carnegie Mellon University.
Managing Director (APAC), Professional Convention Management Association (PCMA)
Florence “Flo” Chua is Managing Director, Asia Pacific at PCMA, where she drives the APAC regional strategy, thought leadership, and community growth. With over 25 years of experience across Asia Pacific — including more than a decade in China — Flo brings deep expertise in cross-border market development. She has worked extensively with US-based international associations entering new markets in the Asia Pacific region. During her tenure in China, she guided Chinese brands through successful international activations. Flo has broad experience leading a diverse portfolio of business lines, from market consulting, including business planning, to in-market strategic implementation. Her problem-solving approach with key stakeholders and clients has fuelled meaningful growth and long-term partnerships. Known for her strategic belief in walking the talk, cultural fluency, and collaborative spirit, she plays a pivotal role in bridging global and regional business event ecosystems.
Permanent Secretary, Ministry of Industry, Entrepreneurship and Transport Sabah
Datuk Thomas Logijin is the Permanent Secretary of the Ministry of Industrial Development, Entrepreneurship and Transport, Sabah. With over three decades of experience in public administration, policy coordination and implementation, he has played a key role in shaping Sabah’s industrial strategies and promoting entrepreneurship as a driver of sustainable growth. He has been actively involved in strengthening industrial competitiveness, supporting micro, small and medium enterprises (MSMEs), and enhancing investor confidence across priority sectors. Within the Ministry, he continues to champion ecosystem-building initiatives and forward-looking policies. Recognised for his implementation-driven approach, he also chairs the Industrial Investment Taskforce, a one-stop platform that coordinates investments, addresses project challenges, and facilitates investor needs, contributing to Sabah’s position as a competitive and future-ready destination for trade and investment.
Chief Investment Officer, Sabah Economic Development and Investment Authority (SEDIA)
An engineer by training with a Master of Business Administration, Kevincombines technical knowledge with strategic business acumen. He began his career in the private sector, overseeing the design and supervision of major infrastructure and land development projects. Since joining SEDIA in 2009, he has transitioned from project monitoring to high-level strategic planning, previously serving as Deputy Vice President in the Office of the CEO. Since 2021, he has led the Investment Development Section, where he spearheads efforts to attract and facilitate high-value investments for Sabah
Chief Operating Officer, Sekretariat Sabah Maju Jaya (SSMJ)
Chairman, Indonesia Companies Association (IECA)
Hosea Andreas Runkat, Chairman of the Indonesia Companies Association (IECA), brings over 32 years of experience across the MICE industry and hospitality sector. Throughout his career, he has consistently driven revenue growth while championing service excellence. His professional track record is marked by the successful development and implementation of strategies that have significantly increased event revenues and elevated venue quality standards. Hosea is highly skilled in optimising the utilisation and profitability of event spaces, supported by a strong ability to build and leverage industry networks. Equally recognised for his leadership approach, he fosters positive, collaborative relationships with teams, creating cohesive and high-performing work environments that support long-term organisational success.
General Manager, Shangri-La Rasa Ria Kota Kinabalu
Fiona Hagan is the General Manager of Shangri-La Rasa Ria Resort & Spa, a role she has held for eight years. An Australian national, Fiona brings extensive regional experience across Malaysia, Australia, Thailand, Vietnam, and China, with a strong foundation in sales, marketing, and revenue management. Prior to joining Shangri-La, she served as General Manager of Le Méridien Kota Kinabalu and later led the pre-opening team at St. Regis Changsha, China.
Known for her people-centric leadership style, Fiona is deeply committed to sustainability, environmental conservation, and community engagement. She has championed eco-conscious initiatives at Rasa Ria, embedding responsible practices into resort operations while fostering a culture of care, collaboration, and long-term impact within the hospitality industry.
Events Department Director at Feria Valencia
Carina Montagut holds a degree in Tourism and a Master’s in Marketing and Commercial Management, supported by continuous professional development, including the Venue Digital Intrapreneurship programme. She began her career in the tourism industry across travel agencies, hotels, and campsites, and has been active in the MICE sector since 2002. At Feria Valencia, she progressed through commercial, investment, development, and events roles, advancing from Strategic Events Manager to Director of Events. Carina is also an experienced postgraduate lecturer, conference speaker, and moderator, with recent engagements at major international industry forums across Europe. An active ICCA member, she has served on the Iberian Chapter Executive Committee since 2014, managed the Chapter Secretariat since 2019, and joined ICCA’s International Board of Directors in 2022 as a venue representative. She is recognised for her energy, commitment, and focus on continuous improvement.
General Manager, Kuala Lumpur Convention Centre
John Burke is the General Manager of the Kuala Lumpur Convention Centre and a senior venue operations professional with over 30 years’ experience in venue and event management. Since joining in 2017, he has led the Centre’s transformation, including major refurbishments, digital innovation, smart technologies, and sustainability programmes. He also chairs the Kuala Lumpur City Centre Business Events Alliance (KLCCBEA), driving precinct-wide collaboration and global sustainability alignment. Previously, John held senior roles at the Oman Convention & Exhibition Centre, the Qatar National Convention Centre, and the NEC Group in the UK. He holds a Bachelor of Science in Computer Science from Wolverhampton University.
President, Malaysian Society Of Association Executives (MSAE)
Professor Datin Dr. Lydia Abdul Latif is a distinguished leader in rehabilitation medicine and a pioneer in Malaysia’s medical business events landscape. An Honorary Professor at the University of Malaya, she previously served as Chief Medical Officer of ReGen Rehab Hospital and brings world-class expertise shaped by advanced training at Harvard University and in Australia. She currently holds several senior leadership roles, including Board Director of the Malaysia Convention & Exhibition Bureau (MyCEB), President of the Malaysian Society of Association Executives (MSAE), and Executive Committee Member of the International Society of Physical and Rehabilitation Medicine (ISPRM). A recognised authority in international medical congresses, she successfully led and chaired the 10th ISPRM World Congress in Kuala Lumpur and most recently spearheaded AOCPRM 2025 in Penang, achieving record participation. She continues to play a key role in advancing global medical governance and association leadership.
President Emeritus, Thailand Incentive and Convention Association (TICA) . 1st Vice President, AFECA . Managing Director, CDM - Conference & Destination Management
Mr. Sumate Sudasna is a highly respected veteran of the hospitality and business events industry, with more than five decades of professional experience. Beginning his career in Bangkok’s leading hotels in 1972, he later transitioned into the business events sector, where he became a prominent leader and advocate for destination management and international meetings. He is best known for his long-standing leadership with the Thailand Incentive and Convention Association (TICA), where he served as President for eight terms and was subsequently conferred the title of President Emeritus. Mr. Sumate is also actively involved at the regional level through AFECA, where he serves as 1st Vice President, and is an Honorary Member of SITE after over 30 years of contribution. He is the founder of CDM – Conference & Destination Management, a family-owned DMC and PCO serving premium global clients.
Founder & Managing Director of SFA Connect
Sarah Fleming is the Founder and Director of SFA Connect, bringing over 30 years of experience in the global meetings and events industry. Formerly a board director of a leading Professional Conference Organiser in London, she managed major international events for high-profile clients including multinational corporations, financial institutions, and trade associations across the UK, Europe, the United States, and Asia. This background gave her strong expertise in event sales, marketing, finance, and logistics. Since 2004, Sarah has specialised in consultancy for venues, agencies, and convention bureaux, with a focus on sales research and lead generation within the international association market. She established SFA Connect in 2010, which is now supported by a dedicated research team serving more than 30 global clients. Sarah is an industry mentor, frequent speaker, Iceberg Project Ambassador, and a member of its inaugural Board of Trustees.
Executive Director of Goyang Convention & Visitors Bureau (Goyang CVB)
Peter Lee is a respected and globally oriented leader in Korea’s Business Events industry, currently serving as Executive Director of the Goyang Convention & Visitors Bureau (CVB) under the Goyang International Expo Foundation, where he has been based since 2016. With over 20 years of experience across the MICE sector, he has held diverse roles spanning meeting planning and operations, Association Management & Consulting, and Destination Management Companies, including his tenure at MCI Korea, part of the Geneva-headquartered global event management group. A strong advocate for sustainability, Peter is a board member of the Global Destination Sustainability Movement and President of the Korea Green MICE Alliance. Under his leadership, Goyang ranked 15th on the Global Destination Sustainability Index. He holds a Ph.D. specialising in sustainability in the MICE industry and actively contributes to national industry competency development.
Executive Vice President, Dubai World Trade Centre
Mahir Julfar is the Executive Vice President at Dubai World Trade Centre (DWTC), where he oversees key commercial and operational functions, including hospitality services, to deliver world-class experiences for organisers, exhibitors, and visitors. Having joined DWTC in 2005, he has held senior leadership roles focused on business development, stakeholder engagement, and destination positioning. Mahir plays a pivotal role in promoting Dubai as a leading global hub for business tourism, international conferences, and exhibitions. He has served on several international and regional boards, including ICCA and UFI. Mahir holds a degree in Exhibition Management from the University of Cologne and completed an executive programme at IESE Business School.
Account Director Asia, Europe & Middle East, Northstar Meetings Group
Martin Balmer is an experienced commercial leader with expertise in global MICE markets, commercial strategy, and digital revenue development. He has an extensive track record in live events, including leading The Meetings Show. Martin is skilled in designing integrated marketing solutions that align client objectives with audience insights and multi-channel campaigns. He has developed customised sponsorship packages, content-driven programmes, and brand-visibility solutions that deliver measurable ROI for partners. In addition, Martin brings strong experience in digital sales, spanning lead-generation products, data-driven advertising, virtual event solutions, and digital content monetisation. Recognised for his strategic mindset and collaborative leadership style, Martin consistently drives growth through innovation, client-centric thinking, and operational excellence. He excels at translating commercial opportunities into actionable strategies that elevate brand value and deliver sustained business results.
Chief Executive Officer, Penang Convention & Exhibition Bureau (PCEB)
Mr. Ashwin Gunasekeran is a tourism industry veteran with over 20 years of experience and the Chief Executive Officer of the Penang Convention & Exhibition Bureau (PCEB). A Penang native, he holds degrees in International Hotel Management and International Tourism from IMI University Luzern, Switzerland. Appointed by the Penang State Government in 2016, he established and leads PCEB, driving Penang’s growth as a leading business events destination and securing major international bids. During the pandemic, he spearheaded the Business Events Penang Task Force, positioning Penang as the first state in Malaysia to introduce Next Normal guidelines for business events. He has also served in leadership roles with ICCA at national and regional levels.
Chief Executive Officer, Born Tiger
Dr. Bona Nahyun Lee is the CEO of Born Tiger and a seasoned MICE strategist with over 18 years of experience in planning, marketing, and managing large-scale business events. She holds a Ph.D. in Tourism Studies from Kyung Hee University and a Master’s degree in International Studies from Seoul National University. Renowned for her strength in strategic communication, Dr. Lee serves as a content consultant for international projects and works closely with government and public-sector institutions. In recognition of her contributions to public relations development, she received a Commendation from the Deputy Prime Minister and Minister of Education in 2022. A leading advocate for practical AI adoption, Dr. Lee is the bestselling author of two books on applying AI in event planning. Her work focuses on integrating intelligent technology with human-centric strategy to drive efficiency, innovation, and creativity across the MICE ecosystem.
Executive Vice President, Dubai World Trade Centre
Mahir Julfar is the Executive Vice President at Dubai World Trade Centre (DWTC), where he oversees key commercial and operational functions, including hospitality services, to deliver world-class experiences for organisers, exhibitors, and visitors. Having joined DWTC in 2005, he has held senior leadership roles focused on business development, stakeholder engagement, and destination positioning. Mahir plays a pivotal role in promoting Dubai as a leading global hub for business tourism, international conferences, and exhibitions. He has served on several international and regional boards, including ICCA and UFI. Mahir holds a degree in Exhibition Management from the University of Cologne and completed an executive programme at IESE Business School.
Regional Director Asia Pacific, International Congress and Convention Association (ICCA)
Waikin Wong is the Senior Regional Director, Asia Pacific at ICCA – the International Congress and Convention Association, where she plays a pivotal role in driving innovation, transformative change and sustainable growth across the region. With over 20 years of experience in the meetings industry, medical communications and destination management, she brings deep expertise in business events, association development, bidding strategies and educational initiatives. Waikin has worked extensively across diverse markets including Kuala Lumpur, Hong Kong, Taipei and Shanghai, collaborating closely with corporate leaders, associations and government bodies in multicultural environments. Recognised as a trusted advisor and seasoned speaker, she regularly shares global insights on destination development and future-ready engagement. Passionate about mentoring, Waikin is committed to nurturing the next generation of leaders and advancing sustainable industry growth.
Senior Partner & Senior Consultant, GainingEdge
Mike is a highly respected expert in destination marketing and convention bureau development, with more than 30 years of experience in the tourism and business events sector. Since joining GainingEdge in 2007, he has led major consulting engagements worldwide across Asia-Pacific, the Middle East, Africa, Europe, and the United States. He has served as lead consultant in establishing and strengthening convention bureaux, with expertise in strategic planning, destination sales and marketing, bidding, product development, and business development, while overseeing In-Market Sales Representation services. Previously, Mike held leadership roles at the Melbourne Convention & Visitors Bureau and Tourism Australia, driving international business development and market expansion. An influential industry leader, he contributed to global initiatives and served in governance roles industry.
President, Commonwealth Association Of Leadership Malaysia (CALM)
Yap Li Ling is the President of the Commonwealth Association of Leadership Malaysia (CALM), where she promotes leadership development through experiential learning, cross-sector collaboration, and values-based practice. CALM represents Malaysian alumni of Commonwealth leadership programmes and provides a platform to prepare emerging leaders for complex national and global challenges. Professionally, Li Ling serves as Corporate Affairs Director at Forest Solutions, focusing on governance, sustainability, and strategic development within responsible industrial forestry. Forest Solutions is recognised for its balanced approach to environmental stewardship and commercial operations. In addition, she serves on the board of the Association of Commonwealth Leadership Conferences and is a Board Trustee of the RESPonsible Elephant Conservation Trust. Through her leadership roles, Li Ling actively contributes to leadership advancement, conservation, and responsible business practices, consistently bridging sustainability principles with practical economic and organisational realities
Chief Executive Officer, Ellron Consulting Services Ltd
Cheryl Ellron is a UK-based Market Entry Consultant and entrepreneur with over 21 years of professional experience, specialising in international market entry, strategic business planning, and cross-border trade facilitation. She is the Founder and CEO of Ellron Consulting Services Ltd and Makan Bites, supporting international brands and SMEs particularly from Southeast Asia, to enter and scale within the UK and European markets. Her expertise spans UK and EU regulatory frameworks, retail distribution, trade missions, and partnership development. Prior to her entrepreneurial journey, Cheryl held senior leadership roles across major financial institutions, including AmBank Group, CIMB Bank, and Standard Chartered Bank, where she led high-performing teams and drove operational excellence. Recognised for her impact, she is a winner of the UK Highly Commended Business Award (2024) and a finalist in multiple international enterprise awards, reflecting her strong leadership and market foresight.
Senior Manager of Asia GainingEdge
Jane Vong Holmes is Senior Manager – Asia at GainingEdge, leading regional business development and stakeholder engagement while supporting Future Partners. A recognised authority in the meetings industry, she has co-authored UN Tourism publications on the Asia meetings sector and produced research on universal accessibility in business events. Jane has served on numerous regional and international judging panels and received the IMEX Academy Award – Asia Pacific. Previously, she spent eight years as Regional Director APAC at International Congress & Convention Association (ICCA) and currently holds leadership and advisory roles across key industry organisations in Asia Pacific.
Senior Manager of Asia GainingEdge cum Chapter Chair of ICCA, Asia Pacific Region
As Senior Manager Asia, Jane focuses on GainingEdge’s business and relationships in the continent. She also provides support to its consulting team and has contributed to meetings industry market studies. She co-authored two UN Tourism publications on the Asia Meetings Industry and has released a report on Accessibility in the Meetings Industry, in a joint project with BestCities and Rehabilitation International. She contributes to various trade publications including The Iceberg, TTG MICE, Meetings International and Sarawak’s International Journal for Business Events and Legacies - IJBEL. Jane has served on the panel of judges for various business events industry awards including ICCA Best Marketing Award; Asia Pacific Youth Challenge; Anak Sarawak Awards and Malaysia Business Events Awards. In 2022, Jane was elected as a volunteer leader for the International Congress & Convention Association – ICCA - as Chair of Asia Pacific Chapter up to 2026.
Founder - Director, Our SHINE GOGLOBAL Ltd, GOGLOBAL Accelerator & Group of Companies
Dr. h.c. Azeeza, a visionary business leader, began her journey in the 1990s with an American MNC’s membership team in Asia, working with thousands of global resorts. With over 10,000 hours of events and programs curated and delivered since 2002, she has empowered thousands of professionals and business leaders to align with their higher purpose and achieve extraordinary growth. As possibly the only Asian to share platforms on Conscious Business Transformation and Conscious Capitalism with global dignitaries, including Stanford professors, Silicon Valley investors, and renowned humanitarians like Marianne Williamson and Dr. Ivan Misner, Dr. Azeeza stands out in her field. Her organization, SHINE GOGLOBAL, has evolved into an impact investment platform, accelerating SMEs in travel, tourism, and hospitality to achieve exponential growth and global success. Driven by an audacious vision, she is revolutionizing business, travel, and lives through a structured and impactful approach.
Regional Director Asia Pacific, International Congress and Convention Association (ICCA)
With nearly two decades of expertise, Waikin Wong has made significant strides in medical communication, the meetings segment, and destination marketing/management. Her career has spanned major cities such as Kuala Lumpur, Hong Kong, Taipei, and Shanghai, where she has collaborated with leading pharmaceutical clients and international medical associations. Waikin is highly skilled in association management, working closely with key opinion leaders, government divisions, and industry experts. Her extensive managerial experience includes developing effective communication strategies for bidding, conference management, and targeted educational programs. Passionate about nurturing the next generation of professionals in the meetings industry and associations, Waikin Wong is a dedicated and seasoned expert committed to advancing the field.
Interim CEO / Senior Partner & Senior Consultant, GainingEdge
Mike is a seasoned professional in the MICE industry, with over 30 years of experience across the Asia Pacific region. Currently leading GainingEdge's in-market sales representation, he also provides consultancy for global convention bureaus and convention centers. He has played key roles in establishing the Malaysia Convention and Exhibition Bureau, consulting for the Japan Global MICE Cities Programme, and developing Phase II of the China National Convention Center. Previously, Mike was the General Manager of Sales & Marketing at the Melbourne Convention & Visitors Bureau and held senior marketing roles at Tourism Australia. A pivotal figure in launching AIME and co-founding the BestCities Global Alliance, Mike has also served as National President of Meetings & Events Australia.
Chief Executive Officer, JWA Design & Build Sdn Bhd cum President of Sabah Young Business & Industry Leaders (SYBIL)
Datuk Ar. James Wong Kein Peng is a distinguished Sabahan Architect-Entrepreneur and the driving force behind JWA Design & Build Sdn Bhd, an award-winning design and construction company in Sabah. Leading a team of 50 management staff and 200 site workers, James exemplifies excellence in the industry. He also co-founded innovative Sabahan brands like UINAH Sabah, MissReno, GogoBox, and LuxuryTinyHomes, alongside various ongoing development projects. As the Founding President of Sabah Young Business & Industry Leaders (SYBIL), James fosters a thriving ecosystem for young Sabahan entrepreneurs. Appointed in 2024 to the DBKK Board of Advisors, he contributes valuable insights to city development. Passionate about Sabah’s potential, James envisions synergising with the government to enhance infrastructure, resolve key issues, and optimise underutilised resources for a prosperous future.
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Creating immersive experiences that leave lasting impressions, foster meaningful connections, and drive tangible outcomes for both organisers and attendees
Review today’s detailed schedule to maximise your engagement at the 4th International Business Events Forum - BE in SABAH 2027. Each session is strategically designed to deliver key insights and facilitate valuable networking opportunities.
Arrival and Registration of Delegates, and Morning Networking
Plenary Session I (60 minutes) : The era of hyper-globalisation is giving way to a new world shaped by geopolitical shifts, economic uncertainty and regional alliances. Organisations are rethinking supply chains, partnerships and investment strategies, while destinations compete for talent, trade and influence. This session explores how business leaders and destinations can adapt, collaborate and thrive in an increasingly fragmented world.
Keynote Speech I (30 minutes) : Economic uncertainty has reshaped how destinations compete for investment, talent and global influence. Success is no longer defined by size, but by the ability to connect industries, foster innovation and respond with agility. Drawing on Dubai's transformation into one of the world's leading business and events hubs, this keynote explores how strategic vision, diversification and cross-sector collaboration can strengthen resilience and position destinations for long-term growth in an increasingly interconnected world.
for the Official Opening Ceremony of the 4th International Business Events Forum - “BE in SABAH 2027”
by Yang Berbahagia Datuk Dr. Hajah Rosmawati Haji Lasuki, JP, Organising Chairperson Of BE In SABAH 2027 cum MACEOS Sabah Chair and Chief Executive Officer, Sabah International Convention Centre
Leadership Vision (20 minutes) : Every revolution reshapes the world. Every renaissance redefines it. As technology, geopolitics and shifting societal expectations reshape our world, organisations are challenged not merely to adapt, but to reimagine the future. This Leadership Vision explores how courage, adaptability and purpose can transform an age of revolution into a renaissance of innovation, resilience and meaningful progress.
by Guest of Honour
MoU Signing Ceremony
Memento Presentation
Plenary Session II (60 minutes) : The world's most influential associations do more than connect members—they shape industries, influence policy and spark innovation. By bringing together ideas, expertise and strategic partnerships, they create opportunities that extend far beyond the conference hall. This session explores how associations can strengthen regional competitiveness, attract global talent and investment, and leave a lasting legacy through the transformative power of Business Events.
Keynote Speech II (20 minutes) - PRESENTED IN COLLABORATION WITH NIKKEI INC : Business Events are the cornerstone of human connection and innovation, serving as dynamic platforms for shaping industries, building relationships, uniting communities and driving transformation. The topic will give insights into what it takes to be a successful BE destination, and how to tap into opportunities for branding, networking and growth.
Hackathon Debate (60 minutes) : The global Business Events industry is projected to reach over RM 1.3 Trillion by 2030, yet it faces a massive talent deficit. Next-gen workers are highly mobile, tech-savvy and prioritising mental wellness, causing a severe borderless talent drain found in tech and marketing sector.
Keynote Speech III (20 minutes) : The next generation of leading destinations will not be remembered for the events they host, but for the legacy they create. As global priorities shift towards sustainability, social impact and purposeful growth, Business Events have an unprecedented opportunity to leave a lasting imprint on people, places and prosperity. Drawing inspiration from the principles of Legacy 360, this keynote explores how indigenous wisdom and future intelligence can shape destinations that create enduring value—where every event contributes to a stronger economy, a healthier environment and more resilient communities.
Plenary Session III (60 minutes) : An international, binding regulatory framework for Artificial Intelligence (AI) is necessary to manage risks regarding global security, economic disruption and disinformation that transcends national borders. The proposal calls for a global governing body to ensure ethical, transparent and safe AI development to prevent crises.
hosted by Innoprise Corporation Sdn Bhd
Thank you and good night!
Arrival and Registration of Delegates, and Morning Networking
Plenary Session IV (60 minutes) : Business Events must evolve from logistic focus meetings into platforms that create long-term shared value for organisers, attendees and host communities. The business events industry is facing a critical turning point. It must evolve from tactical service into a strategic powerhouse. The session covers shifting mindsets toward community building, and broadening focus from economic to include social, environmental and governance impacts.
Plenary Session V (60 minutes) : The DaMaI (Danum Valley-Maliau Basin-Imbak Canyon) rainforest landscape in Sabah, East Malaysia, serves as a real-world blueprint for the 'Values vs. Value' debate. Spanning roughly one million hectares, this critical eco-complex in the ‘Heart of Borneo’ directly reflects a shifting global focus from short-term financial output to long-term ecological value-i.e., from eco-tourism to true ecosystem regeneration. As a Development, Area Management, and Integrity initiative, the "Borneo Nexus" framework, present a strategic pivot away from pure economic metrics like profit and GDP, steering regional development toward sustainable values such as environmental preservation and community wellbeing. Can prioritizing purpose drive permanent loyalty? Discover how forward-thinking brands are moving from profit to principles by backing these crucial sustainability initiatives. By aligning with Sabah’s world-renowned DaMaI conservation efforts, brands can actively contribute to mitigating climate change and advancing community empowerment.
Plenary Session VI (60 minutes) : The future of Business Events depends on talent that can move, collaborate and thrive across borders. By strengthening regional partnerships, East ASEAN has an opportunity to develop a connected talent ecosystem that raises professional standards, expands opportunities and builds a globally competitive workforce. This session explores how collaboration, talent mobility and shared ambition can position East ASEAN as a leading hub for Business Events talent.
for the Official Closing Ceremony of the 4th International Business Events Forum - “BE in SABAH 2027"
Patron, BE in SABAH
Keynote Speech IV (20 minutes) : As geopolitical shifts, economic volatility and climate crises reshape the global landscape, leaders are confronted with challenges that once seemed impossible to solve. Renowned transformation leader Dato' Sri Idris Jala argues otherwise. Through his defining philosophy—the impossible is negotiable—he demonstrates how purpose-driven leadership, ambitious goals and disciplined execution can convert disruption into lasting opportunity. Closing BE in SABAH 2027, this keynote serves as both a reflection and a challenge. Drawing on his experience transforming governments, organisations and industries, Dato' Sri Idris Jala leaves delegates with a practical framework for leading through uncertainty—and the confidence to pursue what others believe cannot be achieved
by Mr. Eric Ho President, Malaysian Association of Convention and Exhibition Organisers & Suppliers (MACEOS), and
Yang Berbahagia Datuk Dr. Hajah Rosmawati Haji Lasuki, JP Organising Chairperson of BE in SABAH cum MACEOS Sabah Chair and Chief Executive Officer, Sabah International Convention Centre
by Guest of Honour - Patron of BE in Sabah
See you at the 5th International Business Events Forum - BE in SABAH 2028
ELEVATE YOUR EXPERTISE
Join BE in Sabah 2026 for unparalleled networking, expert sessions, and valuable strategies to drive your success.
How many of you love cash? Raise your hand!In an
In August 1967, the foreign ministers of Malaysia, Thailand, Singapore,
Business Events as an Economic CatalystBusiness events contribute approximately 25%
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Tanjung Lipat, Jalan Tun Fuad Stephens,
88400, Kota Kinabalu,
Sabah, Malaysia.
The Sabah International Convention Centre is in Kota Kinabalu city, it is situated on the seafront next to the Kota Kinabalu Port along Jalan Tun Fuad Stephens towards Tanjung Lipat. The distance from KKIA is 11km.
Fast growing air connectivity to Kota Kinabalu places Kota Kinabalu International airport (KKIA) the second busiest airport in Malaysia. There are direct flights from Perth, Singapore, Seoul, Tokyo, Brunei, Bangkok, Hong Kong and many more regional hubs. Full service carrier and low cost carriers operate over 25 daily direct flights between Kuala Lumpur and Kota Kinabalu. BKI is the airport code for Kota Kinabalu International Airport.
