IWTA interviews Noredah Othman, chief executive of the Sabah Convention Bureau

After more than three decades championing tourism in Sabah, Malaysia, Noredah Othman could have considered her legacy complete; instead, she chose to begin again.

In 2024, after serving as CEO of the Sabah Tourism Board, Othman was entrusted by the Sabah state government with establishing the Sabah Convention Bureau, a new agency tasked with positioning the destination as a competitive business events hub. It marked a significant shift from promoting leisure travel to building an ecosystem for meetings, incentives, conferences and exhibitions (MICE).

"It's a new journey in the business events world, which is very exciting for me," she says.

The transition reflects Sabah's evolving ambitions. Long celebrated for its biodiversity, pristine islands and conservation efforts, the Malaysian state is now leveraging its convention infrastructure to attract higher-value business travellers.

"Business delegates spend more—around three times more than leisure tourists," Othman explains. "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 competition

Launching a convention bureau from scratch requires more than infrastructure—it requires alignment.

For Othman, the bureau's success depends not on its own efforts, but 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 can 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 says. "Once people understand their role and the opportunities, they become part of the journey."

Leading through clarity

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, she argues, 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."

Listening is leadership

Communication, however, is never one-sided.

One of Othman's strongest leadership lessons is 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, she says, can genuine partnerships emerge.

"If we don't understand their needs, they won't buy in. Trust comes when people know you've listened."

It's a philosophy that extends beyond business. Whether managing a team or negotiating with partners, Othman believes empathy is just as important as expertise.

Women in leadership

Asked whether being a woman has presented barriers throughout her career, 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."

Her enthusiasm for tourism has never faded, and she approaches business events with the same energy.

"When you're passionate about what you do, it becomes much easier to communicate your vision."

Responsible travel, meaningful impact

While her professional focus has shifted towards business events, Othman's broader mission remains unchanged: encouraging responsible tourism.

She wants visitors to leave Sabah with memorable experiences—but also with a deeper appreciation for the destination and its communities.

"Travel responsibly," she says. "Enjoy our destination, but also respect it."

For business travellers especially, she believes success shouldn't simply be measured by deals signed or conferences attended.

"I hope business travellers don't just leave their footprint—they leave their handprint."

By that, she means sharing knowledge, creating opportunities and contributing something lasting to the communities they visit.

"If you leave something behind that helps the community learn and benefit, then you've travelled responsibly. That makes the experience more meaningful."

Three principles for success

As the interview draws to a close, Othman leaves one final piece of advice—not just for women in travel, but for anyone building a career in the industry.

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.

And 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.