Daily Express Subscriber
Sign in to your account.

Kota Kinabalu: A Sabah-based digital innovation has gained international recognition after being named one of the top six finalists at the prestigious Auggie Awards in Long Beach, California, in the Best Location-Based Experience category.

The initiative, developed by Reviewbah in collaboration with Jalin Creative, was launched as the Borneo Adventure Hunt.  A spokesperson for the project, Simon Jalin, said it marked a bold step for Sabah towards the future of tourism through innovative digital engagement.

The programme combines gamification, location-based exploration and immersive Augmented Reality (AR) technology to transform Sabah into a real-life interactive adventure.

Tourists and locals can explore destinations, complete digital missions and unlock rewards from participating businesses, including restaurants, cafés, hotels, retail outlets and tourism operators.

“Sabah is home to world-class natural and cultural attractions, but many destinations still rely on traditional marketing methods. “We provide a real solution by connecting visitors directly with local businesses through immersive digital experiences,” said Simon.

Unlike conventional campaigns, the initiative is designed as a sustainable platform economy. Similar to Grab’s business model, it continuously connects demand (tourists) with supply (local businesses), generating ongoing economic activity while supporting Sabah’s Maju Jaya vision of digital transformation, SME empowerment and enhanced visitor experiences.

For businesses, it offers greater visibility, measurable voucher redemptions and direct engagement with both domestic and international visitors.

For tourists, it transforms sightseeing into an interactive journey featuring missions, cultural storytelling, digital collectibles and exclusive rewards, encouraging them to discover hidden gems across Sabah.

Simon said the initiative also strengthens Sabah’s digital economy by helping SMEs adopt innovative technologies that deliver tangible business outcomes.

As Sabah prepares for Visit Malaysia 2026 and Visit Sabah 2027, the initiative positions the state as a smart tourism destination while creating new income opportunities for local communities and youth in digital content creation.