ICE Holidays Sdn Bhd marked a historic milestone at the Star Outstanding Business Awards 2025 (SOBA), emerging as one of the biggest winners of the night with five prestigious awards, including Malaysia Business of the Year and Elite Entrepreneur of the Year awarded to managing director Mita Lim.
From its humble beginnings 35 years ago, ICE Holidays has grown into a public-listed company, reflecting a journey defined by resilience, innovation and disciplined growth.
Under his leadership, the company has continuously evolved – expanding its market reach, strengthening its brand positioning, and embracing digital transformation to stay ahead in a competitive and ever-changing environment.
Through his leadership philosophy, which is centred on purpose, people and long-term value creation, the organisation is able to scale sustainably, while maintaining strong partnerships and customer trust.
During a recent interview after winning the SOBA awards, Lim explained that the past few years have shown the company that change is constant, whether it is global uncertainty, currency movements, or shifting travel trends.
“Instead of trying to predict everything, we focus on being prepared,” he said.
“We make sure our business is not dependent on just one market or one type of product, so diversification is something we take seriously. We’ve also been strengthening our digital systems to improve how we respond and support our partners.”
Lim added that the company places confidence in its strong network of travel agents across the country.
“This allows us to stay flexible and adapt quickly when the market changes. At the end of the day, it’s about staying practical, staying close to the ground, and moving forward step by step.”
He added that when facing the current dynamic environment, ICE Holidays has strengthened its business resilience by diversifying its products and markets, enhancing digital capabilities and maintaining strong partnerships.
At the same time, the company remains agile in its planning to quickly respond to changes and ensure sustainable growth.
At SOBA 2025, ICE Holidays received recognitions for Best Brand (Gold award), Best in Marketing (Gold award), Male Entrepreneur of the Year (Par Excellence Achievement for Mita Lim), Elite Entrepreneur of the Year (for Mita Lim) and the Malaysia Business of the Year award (ICE Holidays Sdn Bhd).
Organised by Star Media Group (SMG), SOBA recognises enterprises that drive responsible business growth, innovation and quality employment – key pillars for sustainable economic development.
“This recognition reflects the collective effort of our team, partners and customers who have journeyed with us over the years,” said Lim.
“We remain committed to building a future-ready organisation, strengthening our brand, and delivering meaningful travel experiences.”
As ICE Holidays looks ahead, the company remains focused on sustainable growth, innovation and creating long-term value for stakeholders – continuing its journey of excellence in the years to come.
