Noredah Othman
CEO, Sabah Convention Bureau
Mdm. Noredah Othman, A.D.K, A.S.D.K., is a highly accomplished tourism professional with over30 years of experience in Sabah’s tourism industry. She currently serves as the Chief ExecutiveOfficer of the Sabah Convention Bureau, an agency under the Sabah State Government – Ministryof Tourism, Culture & Environment. She is also an Executive Board Member of the Pacific Asia Travel Association (PATA) for 2021–2025.
Her expertise spans marketing strategy, event management, and tourism development, establishing her as a respected leader in the field. Mdm. Othman’s career at the Sabah Tourism Board reflects her long-standing dedication and professional excellence. She was appointed CEO in July 2019, following a brief tenure as Acting General Manager from April to June 2019. Prior to this, she served as Deputy General Manager (Support Services) from January 2016 to April 2019, overseeing the Communications and IT Division.
Her experience in international marketing and destination promotion is extensive:
2011–2015: Senior Marketing Manager, responsible for key international markets including the UK, Europe, Australia, and the USA.
2005–2010: Marketing Manager, focusing on the UK, Europe, and Australia.
1991–2005: Communication Manager, providing a strong foundation in communication strategies essential for tourism promotion.
Mdm. Othman has played a pivotal role in high-level events and official visits by dignitaries to Sabah. She also enhanced her leadership and global tourism knowledge through the PATA Executive Development for Tourism (EDIT) program in 2015, attended via a PATA scholarship at the University of Hawaii at Manoa.
Recognized for her outstanding service with the Ahli Darjah Kinabalu (A.D.K.) and Ahli Setia Darjah Kinabalu (A.S.D.K.), Mdm. Noredah has been conferred the title of Honorary Adjunct Professor in Tourism Management by North Borneo University in 2023.
Her strategic vision, commitment to sustainable tourism and extensive experience in event management continue to elevate Sabah’s profile as a leading destination in the region.
