BERLIN: Sabah is poised to make further inroads into international tourism market by showcasing its offerings to global buyers with the launch of Explore Sabah campaign at the International Tourism Exchange (ITB Berlin) here.
This year, nine local agents will co-exhibit alongside Sabah Tourism Board at the three-day travel trade show, taking place at the Messe Berlin convention centre, starting today (March 4).
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai is leading the Sabah delegation, accompanied by the Ministry’s Deputy Permanent Secretary II, Alesia Sion and Sabah Tourism Board Chief Executive Officer, Julinus Jeffery Jimit.
Joniston said the ITB Berlin is crucial for keeping Sabah relevant in the European market by building long-term partnerships that support sustainable tourism growth.
“Our growing number of visitors from Europe proves that Sabah is a preferred destination, and we must continue building on this momentum,” he said.
In preparation for the event, Joniston, who is also Chairman of Sabah Tourism Board, was on site Monday (March 3) to make sure everything was in place and running smoothly ahead of the exhibition.
Joniston is scheduled to officiate the opening of the Sabah Stand today (March 4).
This year, STB has secured a dedicated space within the Malaysian Association of Tour and Travel Agents (Matta) Pavillion, providing a platform for four local travel agents.
Three agents will exhibit under the STB Stand, while two others including a hospitality company will exhibit within the Tourism Malaysia Pavillion.
Several key launches set to take place are Explore Sabah 2026, following its successful debut at WTM London 2024; Sabah’s World Best; two exclusive eco-tourism adventure tour packages by Borneo Nature Tours, namely the Coastal Wonders: Blue Rings Reef and Bornean Pygmy Elephant Endeavour; and Oceanman 2025, an international open water swimming competition.
