Sabah’s new tagline hits a chord with Westerners, Europeans, says Bangkuai

KOTA KINABALU: The state’s new tourism tagline "Feel Sabah, North Borneo" is appealing to Western and European tourists, says Datuk Joniston Bangkuai.

The Sabah Tourism Board chairman said most of the industry players he met during the just concluded ITB Berlin 2023 (Internationale Tourismus-Borse Berlin) said that the new tagline would help Sabah standout as a unique and appealing attraction for Borneo island.

He said that Sabah was also still seen as a promising holiday destination with diverse tourism experiences that continue to entice vacationers from Western and European countries.

This was some of the feedback STB officials got from travel and tour agents from foreign countries at the recently concluded ITB Berlin 2023.

During the travel trade show, the Sabah Tourism team met with 33 travel agents from countries including Germany, the Netherlands, Switzerland, Denmark, the Czech Republic, the United States, the United Kingdom, Sweden, and Australia.

“They like how the new tagline highlights the experiential aspect of visiting Sabah. I believe that having people live the experience of travelling while they are at their destination is an effective call to action,” Bangkuai said.

He said STB is driven to implement good changes in its promotional strategy to ensure that visitors will not just see Sabah, North Borneo, but will experience it in a personal and meaningful way.

This is useful for Sabah considering tourists visit different parts of Sabah for a unique travel perspective, he added.

Sabah's new tourism destination tagline was unveiled at the ITB Berlin on March 7 in the presence of Sabah Tourism, Culture and Environment Minister Datuk Christina Liew, who was leading a 10-member delegation from the state.

Bangkuai also said Sabah’s diverse tourism offerings had remained a pulling force, especially for Western and European tourists, who appreciate adventure and exploring off the beaten tracks.

“Sabah is the ideal getaway for them since it has everything they enjoy - sea, sun, wildlife, and nature. These are the types of tourists we want to keep pursuing," he added.

Bangkuai said that most travel agencies have indicated Sabah is marketable since it connects to the rest of the world via Kuala Lumpur and Singapore, which are major transportation hubs in South-East Asia.

The Sabah industry players present at the ITB Berlin were Borneo Eco Tours, Borneo Nature Tours, Borneo Trails, Rustic Borneo, Sepilok Tropical Wildlife Adventure, and Tabin Wildlife Resort.