After more than three decades driving tourism in Sabah, Malaysia, Noredah Othman could have stepped back. Instead, in 2024, the state government tasked her with building the Sabah Convention Bureau from the ground up — a move that shifts the destination's focus from leisure travel to the higher-yield business events sector.
"It's a new journey in the business events world, which is very exciting for me," Othman says. The bureau aims to position Sabah — known for its biodiversity and conservation efforts — as a competitive hub for meetings, incentives, conferences and exhibitions (MICE).
Business delegates spend roughly three times more than leisure tourists, Othman notes. "The state sees business events as an opportunity to generate greater economic value while making full use of the facilities we've invested in."
Collaboration over silos
Launching a convention bureau from scratch demands more than infrastructure — it requires alignment across stakeholders. For Othman, success hinges on bringing together hotels, venues, transport providers, government agencies and event organisers under a shared vision.
"A convention bureau cannot work in silos," she says. "Strategic collaboration and strategic partnerships are essential. We all have to move the industry forward together."
Her leadership philosophy is rooted in inclusion. Rather than directing stakeholders, she focuses on helping them understand the value business events create for the entire destination. "The biggest challenge is helping people buy into what business events are all about and what benefits they bring to the community," she explains. "Once people understand their role and the opportunities, they become part of the journey."
This approach mirrors broader industry trends. As highlighted in BCD CEO Baars' recent comments on integrated risk systems, breaking down silos is increasingly critical across travel sectors.
Clarity and trust as leadership tools
Throughout the conversation, one theme surfaces repeatedly: clarity. Whether engaging with international event planners or local industry partners, Othman believes leadership begins with communicating a clear purpose.
"If your intentions are clear, you can convince people," she says. "People need to understand not just what you're doing, but why you're doing it." That clarity builds trust — the foundation of every successful partnership. "As a convention bureau, we're a one-stop centre for event planners. They need confidence in our advice, our destination knowledge and the information we provide. Trust comes from being clear, knowledgeable and honest."
Communication, however, is never one-sided. Othman emphasises that effective persuasion starts with listening. "We must understand what our stakeholders need," she says. "It cannot be one-way communication. We have to understand their role, their priorities and how business events benefit them." Only then can genuine partnerships emerge. "If we don't understand their needs, they won't buy in. Trust comes when people know you've listened."
Women in leadership and the Three Rs
Asked whether being a woman has presented barriers, Othman acknowledges the perception that leadership can be more challenging for women, yet her own experience has been largely positive. "I've been fortunate," she reflects. "Like any career, there are challenges, but women often bring empathy and different perspectives. We're able to juggle many things." Ultimately, she believes credibility comes less from gender than from authenticity. "If your intentions are honest, it shows. Passion shows. People recognise that."
She encourages her team to live by what she calls the Three Rs: stay relevant, stay reliable, show respect. Combined with clear intentions, active listening and genuine collaboration, they form the leadership principles guiding Sabah's newest tourism institution.
As Sabah expands its business events ambitions, Othman's approach suggests that successful destinations are built not only through investment in infrastructure, but through investment in relationships. For leaders navigating change, perhaps her most enduring lesson is the simplest one: when purpose is clear, people are far more willing to take the journey with you.
