Sabah Invited to Global LCC Assembly in Malta
- nabalunews
- 4 minutes ago
- 2 min read
16 May 2025
KOTA KINABALU: Sabah’s international tourism profile received a significant boost with an invitation from Lufthansa City Center (LCC) to the Sabah Tourism Board to participate in the prestigious LCC General Assembly in Malta.
Assistant Minister of Tourism, Culture and Environment and Chairman of the Sabah Tourism Board, Datuk Joniston Bangkuai, welcomed the invitation as a timely opportunity to elevate Sabah’s presence on the global tourism stage.
He noted that the summit, which gathers over 500 travel agency owners and decision-makers from more than 85 countries, offers an invaluable platform for Sabah to showcase its unique tourism offerings.
“This opens doors for us to highlight Sabah’s strengths in nature, culture, and community-based experiences, along with our growing potential in the MICE sector,” said Joniston.
He added that such international exposure aligns well with Sabah’s long-term tourism strategy and preparations for Visit Malaysia Year 2026.
The invitation was extended by LCC International Managing Director, Heiko Brix, during a dinner hosted by the Sabah Tourism Board on Thursday evening.
Scheduled for November 2025, the LCC General Assembly in Malta is a high-level biennial event bringing together global travel leaders to discuss industry strategies, innovation, and collaborative opportunities.
The agenda includes sessions on global travel and geopolitical trends, AI-driven transformation, shifting traveller behaviours, and resilient leadership.
Brix described Sabah as a new yet promising destination within LCC’s global network of travel agencies.
Having personally experienced Sabah, he said the visit had given him a clearer perspective on how best to position and promote the state to international travellers.
“Sabah holds strong appeal both as a nature-based explorer destination and an emerging MICE hub. It offers what today’s international travellers are seeking – authentic nature, rich culture, and space to disconnect,” said Brix.
LCC members are currently in Sabah for their Asia Pacific regional meeting, where they have also had the chance to explore the state’s diverse tourism offerings.
In response to Brix’s positive assessment of Sabah as a suitable host for MICE events, Joniston encouraged LCC to consider the state as a future venue for its global summit.
