SABAH HOSPITALITY FIESTA 2025 AND INAUGURAL SOHEX OFFICIALLY LAUNCHED AT SICC

Kota Kinabalu, 21 November 2025 – The Sabah Hospitality Fiesta (SHF) 2025 and the debut Sabah Hospitality Expo (SOHEX) kicked off today at the Sabah International Convention Centre (SICC), bringing together over 400 competitors, 140 exhibitors, and an expected 4,000 trade visitors for three days of competitions, networking, and innovation.

1st Photo

DATUK JOSIE LAI, PERMANENT SECRETARY • MINISTRY OF TOURISM, CULTURAL AND ENVIRONMENT SABAH

2nd Photo

DATUK SERI PANGLIMA WONG KHEN THAU, EXECUTIVE CHAIRMAN • ASIAN TOURISM INTERNATIONAL COLLEGE

3rd Photo

MR KRISHNAN MOGAN, ORGANIZING CHAIRMAN

In his opening address, the Organizing Chairman highlighted the events' shared mission: celebrating Sabah's hospitality talent while sparking business growth and regional collaboration. What started over a decade ago as a modest competition among local hotel schools has evolved into a standout Southeast Asian hospitality gathering. This year, participants from more than 80 institutions will compete across 32 categories, including culinary battles, service challenges, barista showdowns, and pastry creations.

SOHEX adds a strong trade focus, with exhibition halls buzzing as suppliers, innovators, and investors explore partnerships to build a more sustainable hospitality ecosystem in Sabah.

Sabah's tourism sector is on an upward trajectory. In 2024, the state welcomed 3.2 million arrivals - a 28% jump from the prior year, with international visitors up 45%, led by China, South Korea, Brunei, and the Philippines. Targets for 2025 aim for 4 million visitors and RM9.5 billion in receipts. Travelers today seek authentic experiences: organic cocoa from Tawau, wild honey from the interior, responsibly sourced seafood from Semporna, plus seamless digital services wrapped in genuine cultural warmth. Events like SHF and SOHEX play a key role in nurturing talent and networks to deliver exactly that.

The Chairman extended gratitude to key supporters, including the Ministry of Tourism, Culture and Environment (KePKAS), Ministry of Science, Technology and Innovation (KSTI), Sabah Convention Bureau, Sabah Tourism Board, and Malaysia Convention and Exhibition Bureau. He urged KePKAS to commit RM100,000 annually to ensure the Fiesta's ongoing success as a premier platform for talent development.

Additional thanks went to SR Event for top-notch audio-visual setups; industry partners Nestlé, Bidfood, and BESS for premium ingredients and equipment; and strategic partner China Malaysia Commercial Operation Management (Henan) Co. Limited for bolstering ties to a major tourism market.

Calls were made for stronger collaboration to establish SHF and SOHEX as a fixed annual event on the national calendar, with a permanent secretariat in Kota Kinabalu.