By: Zaidul Khair bin Jungkim
KOTA KINABALU: Sept 28, 2026 – BIGSABAH Sale 2026 is targeting more than 100,000 visitors during its three-day run at the Sabah International Convention Centre (SICC) from Oct 30 to Nov 1, 2026, with over 600 booths.
SICC chief executive officer and BIGSABAH Sale 2026 chairman Hajah Rosmawati Haji Lasuki said: “This edition places greater emphasis on business relationships and regional market access. It also opens up opportunities for companies outside Sabah to introduce their products to new customers.”
BIGSABAH Sale 2025 recorded 80,615 visitors through 650 booths. Themed “Across Markets, Beyond Borders”, this year’s event highlights Sabah’s strategic position in East ASEAN through its geographical and economic ties with Brunei, Indonesia and the Philippines.
The Business-to-Consumer (B2C) concept is retained, but greater focus is given to Business-to-Business (B2B) through business matching in trade-focused programmes. Exhibitors will have the opportunity to meet buyers, distributors, retailers, importers, investors and strategic partners.
Programmes include the Big Bad Wolf Book Fair, AI Business Scale-Up Bootcamp, CULT – Car Culture Festival 2026, Agro Forum and Trade Connect, a fashion show, e-sports and a talent competition.
BIGSABAH Sale 2026 is expected to contribute to Sabah’s tourism momentum. Sabah recorded 3.79 million visitor arrivals in 2025, up 20.8 per cent. As of August 2026, 2,556,823 arrivals were recorded, including 1,100,546 international arrivals, up 6.9 per cent.
Organisers cited Malaysia Convention & Exhibition Bureau (MyCEB) data showing that 194 business events with 341,182 delegates in the first half of 2026 generated RM1.81 billion in economic impact. Organisers aim for BIGSABAH Sale to grow into a recognised trade and consumer marketplace in East ASEAN, emulating international exhibitions such as the Canton Fair.
