Enhancing Competitiveness of Kota Kinabalu as International Business Events Destinations: A Creative Communication and Marketing Approach

Abstract

In recent years, the international association conferences experienced a significant disruption with a prolonged period of downtime lasting two to three years (UIA, 2021). However, there is now a resurgence in the demand for face-to-face conferences, leading to intense competition among destinations vying to attract these events. The resumption of in-person conferences presents an opportunity for destinations to enhance their competitiveness as International Business Events destinations. One such destination that aims to capitalize on this opportunity is Kota Kinabalu. Located in the picturesque region of Sabah, Malaysia, Kota Kinabalu has unique offerings and potential to position itself as an attractive destination for International Business Events (Reyana, 2020). To effectively compete with other destinations, Kota Kinabalu needs to require a strategic marketing approach that can elevate its profile and increase its competitiveness in attracting international association conferences. The marketing approach must go beyond conventional methods and encompass creative communication strategies that highlight the distinct advantages of Kota Kinabalu as an International Business Events destination. By leveraging its natural beauty, culture, tradition, heritage, and excellent facilities, Kota Kinabalu can position itself as a premier choice for hosting conferences, conventions, and exhibitions. To achieve this objective, it is crucial to identify and implement effective marketing strategies that align with the needs and preferences of international associations and event organizers. By understanding the specific requirements of these stakeholders, Kota Kinabalu can tailor its marketing approach to effectively communicate its strengths, unique selling points, and exceptional offerings.