Madam Noredah Othman

A highly accomplished tourism professional with 30 years of experience in the Sabah tourism industry, Mdm. Noredah Othman currently serves as the Chief Executive Officer of the Sabah Convention Bureau, an agency under the purview of Sabah State Government – Ministry of Tourism, Culture & Environment Sabah. She is also an active Executive Board Member of the Pacific Asia Travel Association (PATA) 2021-2025. Her extensive background encompasses marketing strategy, event management, and tourism development, making her a respected leader in the field.

Mdm. Noredah Othman’s career span over 3 decades at the Sabah Tourism Board reflecting her dedication and expertise. She assumed the role of Chief Executive Officer of Sabah Tourism Board in July 2019, following a brief period as Acting General Manager from April to June 2019. Prior to this, she served as the Deputy General Manager (Support Services) from January 2016 to April 2019,

where she oversaw the Communications and IT Division.

Her experience in marketing and promotion of Sabah as a premier destination is substantial.

From 2011 to 2015, she held the position of Senior Marketing Manager, responsible for key international markets including the UK, Europe, Australia, and the USA. From 2005 to 2010, she was the Marketing Manager focusing on the UK, Europe, and Australia. She began her career in the tourism sector as a Communication Manager, a role she held from 1991 to 2005, providing a strong foundation in communication strategies crucial for destination marketing. She has been involved in many high level events and high profile dignitaries visits to Sabah.

Mdm. Othman’s commitment to professional development is evident in her participation in the prestigious PATA Executive Development for Tourism (EDIT) program in 2015. She was a recipient of the PATA scholarship, enabling her to attend the program held at the University of Hawaii at Manoa. This experience further enhanced her leadership capabilities and knowledge of global tourism trends.

Her leadership roles within PATA, Sabah Tourism Board and now at the helm of the Sabah Convention Bureau demonstrate her commitment to advancing the tourism sector. Her strategic vision and deep understanding of the industry have been instrumental in promoting Sabah as a leading destination in the region.