KOTA KINABALU: Sabah’s Tourism, Culture and Environment Ministry is gearing up for a series of international trips as part of efforts to promote the state’s unique attractions and secure new business opportunities abroad.
With a full calendar ahead, Minister Datuk Christina Liew is set to visit key markets in Asia, the Middle East, and Europe.
Reflecting on past efforts, Liew expressed gratitude for her dedicated officers who frequently travel abroad, especially to China, to promote Sabah’s attractions.
"Our officers are well-versed in the traditions, food, attractions, and educational opportunities that Sabah offers. These are all crucial elements in our tourism strategy," she said.
Liew then said that her visit to Hangzhou, China was a key moment in strengthening ties with the region.
During that trip, she signed a Memorandum of Understanding (MOU) to promote Sabah’s cities, a move she said she believes will significantly boost tourism.
Liew then said that Chinese delegates are particularly keen on sending students to Sabah for cultural exchanges and added that this is due to the growing interest in Sabah’s unique way of life.
She added that she plans to visit Shanghai to finalise arrangements for additional direct flights from China to Sabah.
Currently, flights operate three times a week, and Liew is eager to increase that frequency to accommodate the anticipated influx of tourists.
"We’re expecting more visitors, and I’m already concerned about whether we’ll have enough space to accommodate everyone," she said.
Liew then added that China is not the only market in her sights as she will lead a team to Abu Dhabi in October to explore new opportunities, followed by a November trip to London.
She said that these visits are part of a broader strategy to strengthen Sabah’s tourism ties with Europe and the Middle East.
Liewthen said that she plans to visit the United States next year, aiming to open even more doors for Sabah’s growing tourism sector.
In addition to her tourism initiatives, Liew is also focused on establishing Sabah as a premier destination for international conventions.
As the head of the Sabah Convention Bureau, she has been actively negotiating to host major global events.
With the Sabah International Convention Centre’s capability of accommodating up to 3,000 participants, Liew is positioning Sabah not only as a tourist hotspot but also as a business hub.
Her efforts are already bearing fruit. Liew has secured agreements for conventions in Abu Dhabi and Japan, the latter being one of the largest global conventions set to take place next year.
"Conventions are another way we can showcase Sabah to the world," she said, adding that business travellers often extend their stays to explore the region.
