Sabah Tourism Poised for Growth as MITM 2025 Showcases State’s Global Appeal

23 August 2025

KOTA KINABALU: Sabah’s tourism sector is on a promising trajectory, underpinned by commitment, vision, and a shared belief in the state's vast potential as a world-class travel destination.

This message was at the heart of a keynote address delivered by the Minister of Tourism, Culture and Environment Datuk Seri Panglima Christina Liew at the opening of the Malaysian International Travel Mart (MITM) 2025.

Speaking at the prestigious travel event, Liew, expressed optimism about the future of tourism in Sabah, highlighting the state’s unparalleled natural beauty and cultural richness.

“Our pristine islands, lush rainforests, majestic mountains, rich cultural heritage, and warm hospitality are assets the world is eager to experience,” the Minister said.

“With strategic partnerships, improved infrastructure, and global promotion, we are well-positioned to strengthen Sabah’s standing as a premier destination in Southeast Asia.”

MITM 2025, more than just an exhibition, was hailed as a key platform in Sabah’s tourism journey, serving as a catalyst for business deals, international collaborations, and the exchange of innovative ideas. The annual event continues to draw both domestic and international travellers, placing Sabah firmly on the global travel map.

Emphasising the importance of sustainable and inclusive growth, Liew called on industry players, government agencies, and community leaders to work together in ensuring that tourism development benefits local communities while preserving Sabah’s natural treasures.

“With continuous innovation, collaboration, and dedication, Sabah tourism will not only recover, it will thrive,” the Minister said.

“We are not just showcasing destinations; we are opening doors to experiences, cultures, and connections that the world needs to see and feel.”

The Minister concluded by thanking the organisers, exhibitors, and partners who contributed to the success of MITM 2025, expressing hope that the event would mark another milestone in Sabah’s ongoing tourism transformation.

“Sabah is more than just a destination, it is an unforgettable experience,” the Minister affirmed.

Also present during the event were MITM Organising Chairman, Jeannie Bong, Sabah Tourism Board, Deputy Chief Executive Officer, Tay Shu Lan, Tourism Malaysia Deputy Director of Tourism Malaysia Sabah Khairul Amir Anuar, Tourism Promotions Board Philippines Marketing Manager, Kong Sing Yon, Royal Brunei Airlines Sales Manager of East Malaysia, Phillip Lokupi, MCTA National Representative, Honourable Treasurer Joseph Nah MCTA National 1st Vice President Lawrence Wongand   Sabah Chapter Chairman Vincent Sia.