Sabah Tourism, Culture and Environment Minister Datuk Seri Christina Liew (standing middle, in light blue attire) witnessing the Memorandum of Collaboration signing between Sabah Tourism Board and Intrepid UK at Sabah Pavilion during the World Travel Market (WTM) in London on Tuesday.
KOTA KINABALU: The 'Explore Sabah' campaign, aimed at highlighting the state's unique attractions, was launched at the World Travel Market (WTM) in London, United Kingdom, on Tuesday (Nov 5).
The initiative, which will feature Sabah’s 10 unique wonders including Unesco heritage sites, five highest peaks, rich biodiversity and wildlife encounters, was launched by Sabah Tourism, Culture and Environment Minister Datuk Seri Christina Liew at the Sabah Pavilion during the first day of the WTM.
Liew, who led the Sabah delegation over the four-day business-to-business exhibition, stressed that Explore Sabah is a strategic initiative to enhance the state’s appeal as a favourite destination, particularly in anticipation of Visit Malaysia 2026.
In a statement released here, she said participating in the WTM will amplify reach in the UK and beyond, and is part of the journey to connect with global partners.
Liew further shared good news of growth in the state tourism sector, where an increase of 25.7% for the first eight months of this year was recorded in total tourism arrivals (2,094,202), from 1,665,951 arrivals in the corresponding period last year.
"International arrivals surged by 64.5%, totalling 867,231 visitors, bringing tourism back to 87% of pre-pandemic levels.
"Currently, Sabah is connected to 19 international destinations, with plans for further connectivity," Liew added, reiterating confidence in reaching the target of three million visitors by year-end.
On the WTM, this year, the Sabah Tourism Board (STB) is the agency leading Sabah's participation, where the Board is showcasing 13 local agents in the pavilion.
Throughout the exhibition, the Sabah Pavilion is featuring presentations by Sabah's cultural ambassadors; Stanley Missun from the Sabah Tamparuli Bamboo Music Orchestra, Unduk Ngadau (Harvest beauty pageant queen) Hyellene Danius, and renowned long flute player Payuki, all showcasing the state's rich cultural heritage.
During the event, Liew also announced a national campaign collaboration between STB and Intrepid UK to further enhance Sabah's international profile, where a Memorandum of Collaboration signing took place.
Also present were Liew’s Assistant Minister cum STB chairman Datuk Joniston Bangkuai, the Ministry’s Permanent Secretary Datuk Josie Lai, Malaysian High Commissioner to the UK Datuk Zakri Jaafar, and STB chief executive officer Julinus Jeffery Jimit.
Prior to the WTM event, Liew on Monday (Nov 4) hosted a networking session with the UK industry trade and media partners as well as the Sabah private sector, as part of Sabah’s commitment to maintaining strong marketing relationships with its stakeholders.
