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Explore Sabah campaign launched at WTM

The Sabah entourage at the Opening of the Sabah Pavilion at WTM London, UK.

5 November 2024


LONDON, UK: Sabah unveiled its "Explore Sabah" initiative at this year's World Travel Market (WTM) to showcase the state's unique attractions and set the stage for Visit Malaysia 2026.


The campaign was launched by Sabah's Minister of Tourism, Culture, and Environment, Datuk Seri Panglima Christina Liew, at the Sabah Pavilion on November 5, the opening day of the business-to-business exhibition at Excel, Docklands.


Christina is leading the Sabah delegation throughout the four-day WTM event. This year, the Sabah Tourism Board (STB) is spearheading Sabah's participation, featuring a dedicated pavilion that highlights the offerings of 13 local agents.


During the campaign launch, Christina emphasised, "Our participation at the World Travel Market is part of a broader strategy to connect with global partners and enhance our presence in the United Kingdom and beyond.


"This pavilion symbolizes our commitment to sharing the wonders of Sabah with the world. Our goal is to position Sabah as the ultimate destination for unforgettable cultural, adventure, and nature experiences."


The Minister highlighted that "Explore Sabah" is a strategic initiative aimed at boosting the state's appeal as a favored destination, especially in anticipation of Visit Malaysia 2026.


"With Explore Sabah, we are preparing to showcase our breathtaking state and establish it as Malaysia's preferred choice for those seeking remarkable experiences in culture, adventure, and nature," she added.


According to her, the campaign will, among other things, spotlight Sabah's 10 unique wonders, including UNESCO heritage sites, five highest peaks, rich biodiversity, and memorable wildlife encounters.

In the latest update on Sabah's tourism sector, she reported substantial growth from January to August, with total visitor arrivals of 2,094,202, an increase of 25.7 percent compared to the same period in 2023 (1,665,951). “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,” she said, while expressing optimism about achieving a target of 3 million visitors by year-end.

The Minister also announced a national campaign collaboration between the Sabah Tourism Board and Intrepid UK to further enhance Sabah's international profile.

Throughout the four-day WTM, the Sabah Pavilion features presentations by Sabah's cultural ambassadors: Stanley Missun from the Sabah Tamparuli Bamboo Music Orchestra; Unduk Ngadau Hyellene Danius; and renowned long flute player Payuki, all showcasing the state's rich cultural heritage.

WTM attendees will also have the opportunity to see cultural dance performance by Sabahan Abroad UK.

Present at the launch were Sabah Tourism, Culture and Environment Assistant Minister cum STB chairman Datuk Joniston Bangkuai; Permanent Secretary to the Ministry of Tourism, Culture and Environment Datuk Josie Lai; Malaysian High Commissioner to the United Kingdom Datuk Zakri Jaafar; and STB chief executive officer Julinus Jeffery Jimit.

Prior to the WTM event, Christina hosted a networking session on November 4 at the Hyatt Regency London, The Churchill with the UK industry trade and media partners as well as the Sabah private Sector.


This initiative is part of Sabah Tourism commitment to maintaining strong marketing relationships with its stakeholders.

On November 7, she will lead a delegation from her Ministry and the Sabah Tourism Board to a meeting with Charles Hay, the director of South East Asia & Pacific, Foreign, Commonwealth and Development Office.

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