KOTA KINABALU: The Sabah Culture, Adventure, and Nature (CAN) campaign at the recently concluded World Travel Market (WTM) in London was well-received, says the state's Tourism Board.
Assistant Tourism, Culture, and Environment Minister Datuk Joniston Bangkuai, who is also the STB chairman, said the strong interest in Sabah’s experiential tourism offerings reflects the campaign's growing appeal.
“Sabah tourism players attending the WTM received numerous meeting requests from UK-based and other international travel companies keen to learn more about the state’s CAN experiences and packages,” Bangkuai shared in an interview with WTM TV.
In the interview, he emphasised the importance of a newly signed memorandum of cooperation between STB and Intrepid Travel UK, which will further drive the CAN campaign’s goals.
He added that Sabah’s rich cultural and natural diversity will continue to elevate indigenous community-based tourism in rural areas, enhancing local experiences for visitors.
“This partnership with Intrepid UK offers an exciting opportunity to boost global awareness of Sabah as a leading destination for sustainable, community-based tourism,” Bangkuai added.
While at WTM, held from 5 to 7 November, Bangkuai met with Sir George Jessel and Tim Appleton, founder of the Rutland Global Bird Fair, to discuss potential collaborative initiatives.
Sir George, a descendant of Sir Charles Jessel, after whom Sabah’s capital, Jesselton, was named during the North Borneo Chartered Company era, recently proposed establishing a Jesselton Gallery in Kota Kinabalu following a visit to Sabah.
The follow-up meeting, also attended by the ministry’s permanent secretary Datuk Josie Lai and STB Chief Executive Officer Julinus Jeffrey Jimit, explored the potential of this gallery as a new tourism attraction for Sabah.
Discussions with Appleton centred on formalising a memorandum of cooperation between STB and the Rutland Global Bird Fair to promote birdwatching tourism in Sabah.
Appleton, who recently attended the Borneo Bird Festival in Sepilok, Sandakan, and experienced Sabah’s diverse wildlife, expressed enthusiasm for Sabah’s potential as a premier destination for wildlife and birdwatching.
Both Sir George and Appleton praised STB’s consistent presence at WTM, noting that this sustained commitment greatly supports Sabah’s image as a unique travel destination.
Bangkuai confirmed that the parties involved are committed to making these proposed initiatives a reality and will continue discussions to advance these goals.
