STB unveils multilingual brochure at tourism event in Berlin


KOTA KINABALU: Recognising the importance of diversity in language, the Sabah Tourism Board (STB) went a step further in an attempt to reach a wider audience by unveiling a multilingual brochure for the ongoing international tourism event in Berlin.

This is to enhance the experience of German-speaking travellers and to better highlight the captivating destination of Sabah, said state Tourism, Culture and Environment minister Datuk Christina Liew.

She said for European arrivals into Sabah, the highest arrival is from the UK and Ireland, followed by Germany, the Netherlands and France, in 2023.

This underscores the importance of engaging with the German market and providing tailored information to meet their needs and preferences, she said.

Liew said this when launching the multilingual brochure at the ITB Berlin held from March 5 to March 7 in Germany.

“While English remains widely spoken and understood, STB recognises the importance of providing information in multiple languages to cater to the preferences and needs of travellers from different backgrounds,” she said.

“The decision to translate the Sabah brochure into German, Dutch, French, and Spanish reflects STB’s dedication to ensuring inclusivity and accessibility for all visitors, regardless of linguistic background,” she added.

Liew said the availability of the Sabah brochure in multiple languages in addition to the existing English, Chinese, Japanese, and Korean ones, represents a commitment to providing personalised experiences to international guests.

She said STB embraces linguistic diversity and caters to the unique preferences of its visitors.

“By offering information in German, Dutch, French, and Spanish, we aim to enhance the accessibility of Sabah’s rich cultural heritage and natural beauty to a broader audience,” she said.

This brochure serves as a guide for travellers seeking to explore the region’s enchanting landscape and vibrant culture while its contents are also tailored to the interests of the target markets, Liew said.

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