Lufthansa City Centre Regional Meeting APAC in Kota Kinabalu

15 May 2025

KOTA KINABALU: Lufthansa City Centre ( LCC) International is holding its bi-annual LCC Regional Meeting APAC in Kota Kinabalu from 14–16 May 2025.

Key decision-makers from Lufthansa City Center offices in 11 countries will be in attendance, demonstrating the growing importance of the Asia-Pacific travel market.

The event is strongly supported by the Sabah Tourism Board and co-hosted by local LCC member and DMC partner, Borneo Trails. Their involvement underscores a shared commitment to fostering innovation and cultural exchange in the region’s travel sector.

The three-day event will welcome 40 senior travel agency owners and executives from Germany, 10 ASEAN nations, China, and other APAC markets. This diverse representation highlights the global relevance of the Asia-Pacific region to the LCC network.

Kota Kinabalu was selected for the meeting as it continues to emerge as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). Its combination of modern infrastructure, strategic location, and natural beauty offers a compelling value proposition for international events. Notably, this marks the first time in LCC’s history that Kota Kinabalu has been chosen as a host city—thanks to its excellent connectivity within the region and its distinctive appeal.

This year’s agenda will address five key topics shaping the future of the travel industry:

The geopolitical impact on the APAC region

Artificial Intelligence and travel innovation

Sales strategies in the digital age

DMC partnerships and destination authenticity

Modern airline retailing

Over three days, delegates will engage in knowledge sharing, professional development, and cultural immersion. A highlight of the programme is the DMC Live Tour—a curated three-hour experience designed to equip attendees with in-depth local knowledge and insights.

Complementing the professional sessions are two exclusive networking dinners, which will celebrate Sabah’s rich cultural heritage and natural beauty.

Heiko Brix, Managing Director of Lufthansa City Center International, expressed his gratitude for the warm hospitality and collaboration:

“We are deeply thankful for the outstanding support of the Sabah Tourism Board and our local partner, Borneo Trails. Their commitment, venue selection, and authentic cultural experiences have made Kota Kinabalu an excellent choice for our APAC meeting. Our travel experts will leave with renewed inspiration and a deeper appreciation of this remarkable destination.”

Welcoming LCC to Sabah for the first time, Assistant Minister of Tourism, Culture and Environment and Chairman of the Sabah Tourism Board, Datuk Joniston Bangkuai, remarked:

“This regional meeting underscores Sabah’s growing recognition as a strategic MICE destination in Asia Pacific. Through partnerships like this, we not only showcase the diversity of our tourism offerings but also strengthen ties with global travel leaders who share our passion for authentic and sustainable travel experiences.

“The timing is particularly significant as we prepare for Visit Malaysia Year 2026, with Sabah proudly embracing the tagline ‘Explore Sabah’ to welcome the world to discover our uniqueness.”

The LCC Regional Meeting APAC continues to serve as a vital platform for strategic dialogue, innovation, and cross-border collaboration within one of the world’s most dynamic travel markets.