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LONDON: Malaysian High Commissioner to the United Kingdom Datuk Zakri Jaafar has recommended that Sabah embrace a more nature-oriented approach to its tourism efforts.

He emphasised that feedback from UK holidaymakers indicated a strong preference for immersing themselves in rural settings and unspoiled natural beauty.

"Sabah's Rural Community Based Tourism is a remarkable asset, and the Sabah Tourism Board (STB) should actively promote it to the UK market," he stressed according to a statement.

Zakri said this to State Assistant Tourism, Culture, and Environment Minister Datuk Joniston Bangkuai after a briefing at the Malaysian Embassy, here, on Sunday (Nov 5).