Sabah's CAN campaign gain attention in UK

10 November 2024

KOTA KINABALU: Sabah's campaign to promote its Culture, Adventure, and Nature (CAN) attractions is gaining significant traction in the United Kingdom, according to Assistant Minister of Tourism, Culture, and Environment, Datuk Joniston Bangkuai.

Joniston noted that interest in Sabah's experiential tourism offerings was evident from the numerous inquiries received during the recent World Travel Mart (WTM) in London.

“Sabah tourism representatives who attended WTM encountered a high volume of meeting requests from UK and international travel companies eager to learn more about the state’s CAN experiences and packages,” he stated in an interview with WTM TV.

During the interview, Joniston emphasized the significance of a recently signed memorandum of cooperation between the Sabah Tourism Board (STB) and Intrepid Travel UK, which aims to further advance the CAN campaign.

He also highlighted that the rich diversity of Sabah’s cultural and natural beauty will continue to enhance community-based tourism in rural areas, elevating it to new heights.

“The partnership with Intrepid UK would offer exciting opportunities to help boost global awareness of Sabah as a prime destination for sustainable, community-based tourism,” he added.

While at the WTM, held from November 5 to November 7, Joniston, who is also STB chairman, met with Sir George Jessel and Tim Appleton, founder of the Rutland Global Bird Fair, to follow up on proposed collaborative initiatives.

Sir George, a descendant of Sir Charles Jessel - after whom Sabah’s capital, Jesselton, was named during the North Borneo Chartered Company era - had suggested establishing a Jesselton Gallery in Kota Kinabalu following a visit to Sabah earlier this year.

The follow-up meeting, which was also attended by the Ministry’s Permanent Secretary Datuk Josie Lai and STB chief executive officer Julinus Jeffrey Jimit, explored the potential of such a gallery as a new tourism attraction for Sabah.

The discussion with Appleton focused on formalising a memorandum of cooperation between STB and the Rutland Global Bird Fair to promote birding tourism in Sabah.

Appleton, who recently visited Sabah to attend the Borneo Bird Festival in Sepilok, Sandakan and experienced the state’s diverse wildlife, expressed enthusiasm about Sabah’s potential as a premier wildlife and birding destination.

Sir George and Appleton also commended Sabah Tourism’s continuous participation in the WTM, noting that this commitment will go a long way in promoting Sabah as a unique destination.

Joniston said the parties concerned are determined to make the proposed initiatives a reality and would continue to hold further discussions.