Multilingual brochure aims to extend Sabah's tourism appeal in key European markets

 

KOTA KINABALU: Recognising the importance of diversity in language, the Sabah Tourism Board (STB) went a step further in reaching out to a wider audience by unveiling a multilingual brochure for an ongoing tourism event in Berlin.

This is to enhance the experience of German-speaking travellers and to better highlight the captivating destination of Sabah, said state Tourism, Culture and Environment Minister Datuk Christina Liew.

She said Germany contributed the second highest number of tourist arrivals to Sabah from Europe, after the United Kingdom and Ireland last year. It was followed by the Netherlands and France, she added.

Liew said this showed that it was important to engage with the German market and provide information tailored to its needs and preferences.

“While English remains widely spoken and understood, STB recognises the importance of providing information in multiple languages (for) travellers from different backgrounds,” she said when launching the brochure at ITB Berlin recently. The event is being held from Tuesday to Thursday (March 5 to 7).

“The decision to have the brochure in German, Dutch, French and Spanish reflects STB's dedication to ensuring inclusivity and accessibility for all visitors,” she added.

She said STB embraced linguistic diversity in catering to the unique preferences of visitors.

“By offering information in (multiple languages), we aim to enhance the accessibility of Sabah's rich cultural heritage and natural beauty to a broader audience," she added.

These attractions include Sabah's wildlife sanctuaries, marine parks and community-based tourism.

-thestar online.