Influencers from 10 Nations Experience Sabah’s Wonders

15 October 2025

KOTA KINABALU: Social media influencers from ten countries are in Sabah this week to experience the state’s rich cultural heritage, natural wonders, and culinary delights as part of a familiarisation trip under the All Star Influencers Award (ASIA) 2025 initiative.

The influencers, representing Japan, Uzbekistan, the Middle East, Thailand, Indonesia, the Philippines, Russia, China, Vietnam, and Malaysia, were welcomed by Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai during a dinner reception hosted by STB at the Marriott Hotel on Tuesday.

Arriving in Kota Kinabalu earlier that day, the group is scheduled to depart on 17 October.

The ASIA 2025 platform brings together content creators on a journey across eight Malaysian states to produce creative content that showcases the beauty of Malaysia’s local cultures, natural landscapes, and tourism destinations.

Joniston said Sabah’s participation in the initiative provides a valuable opportunity for the group to gain first-hand experience of the state’s unique attractions and local way of life, enabling them to share authentic travel stories with their audiences worldwide.

Over the next two days, the group will visit the Mari Mari Cultural Village to witness traditional Kadazan wedding and ritual performances, followed by a scenic trip to the highlands of Kundasang.

Joniston also encouraged the influencers to sample some of the highlights from the newly launched Kota Kinabalu Food Trail, which features 29 curated restaurants that reflect the city’s diverse dining scene.

During his engagement with several influencers, Joniston noted that for many, this was their first visit to Sabah — and they were already captivated by the city’s stunning coastal views, particularly the sunset and islands as seen from the rooftop of the Marriott Hotel.

“I am told that these influencers have a combined following of more than 700 million people, and if we can capture even one per cent of that reach, it would already be significant for Sabah,” he said.

He further encouraged the influencers to share their feedback and insights after their tours, noting that their perspectives could help Sabah refine its tourism offerings to better suit a variety of traveller profiles.

Joniston added that collaborating with digital storytellers is a key part of STB’s marketing strategy, effectively bridging traditional promotion with modern online influence.

“Digital storytellers can greatly expand Sabah’s global reach, and we must continue working closely with content creators to shape how the world experiences Sabah,” he said.

Also present were ASIA 2025 Chief Executive Officer and organiser Datuk Abdul Rahman Soltan, Tourism Malaysia Sabah Deputy Director Khairul Amir Anuar, and STB Senior Deputy Chief Executive Officer Tay Shu Lan.