KOTA KINABALU: The 'Explore Sabah' campaign, aimed at
highlighting the state's unique attractions, was launched at the World Travel
Market (WTM) in London, United Kingdom, on Tuesday (Nov 5).
The
initiative, which will feature Sabah’s 10 unique wonders including Unesco
heritage sites, five highest peaks, rich biodiversity and wildlife encounters,
was launched by Sabah Tourism, Culture and Environment Minister Datuk Seri
Christina Liew at the Sabah Pavilion during the first day of the WTM.
Liew,
who led the Sabah delegation over the four-day business-to-business exhibition,
stressed that Explore Sabah is a strategic initiative to enhance the state’s
appeal as a favourite destination, particularly in anticipation of Visit
Malaysia 2026.
In
a statement released here, she said participating in the WTM will amplify reach
in the UK and beyond, and is part of the journey to connect with global
partners.
Liew
further shared good news of growth in the state tourism sector, where an
increase of 25.7% for the first eight months of this year was recorded in total
tourism arrivals (2,094,202), from 1,665,951 arrivals in the corresponding
period last year.
"International
arrivals surged by 64.5%, totalling 867,231 visitors, bringing tourism back to
87% of pre-pandemic levels.
"Currently,
Sabah is connected to 19 international destinations, with plans for further
connectivity," Liew added, reiterating confidence in reaching the target
of three million visitors by year-end.
On the WTM, this year, the Sabah Tourism Board (STB) is the
agency leading Sabah's participation, where the Board is showcasing 13 local
agents in the pavilion.
Throughout
the exhibition, the Sabah Pavilion is featuring presentations by Sabah's
cultural ambassadors; Stanley Missun from the Sabah Tamparuli Bamboo Music
Orchestra, Unduk Ngadau (Harvest beauty pageant queen) Hyellene Danius, and
renowned long flute player Payuki, all showcasing the state's rich cultural
heritage.
During
the event, Liew also announced a national campaign collaboration between STB
and Intrepid UK to further enhance Sabah's international profile, where a
Memorandum of Collaboration signing took place.
Also
present were Liew’s Assistant Minister cum STB chairman Datuk Joniston
Bangkuai, the Ministry’s Permanent Secretary Datuk Josie Lai, Malaysian High
Commissioner to the UK Datuk Zakri Jaafar, and STB chief executive officer
Julinus Jeffery Jimit.
Prior
to the WTM event, Liew on Monday (Nov 4) hosted a networking session with the
UK industry trade and media partners as well as the Sabah private sector, as
part of Sabah’s commitment to maintaining strong marketing relationships with
its stakeholders.