Datuk Joniston Bangkuai - GRS-PBS (Kiulu assemblyman)
KOTA KINABALU: Sabah aims to strengthen its presence in the international tourism market with the launch of the Explore Sabah campaign at the International Tourism Exchange (ITB Berlin) travel trade show.
Nine travel agents will join the Sabah Tourism Board (STB) as co-exhibitors at the three-day event at Messe Berlin convention centre from Tuesday to Thursday (March 4 to 6), showcasing the state's unique offerings to global buyers and industry leaders.
Leading the Sabah delegation is Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai (pic), accompanied by ministry deputy permanent secretary II Alesia Sion and STB chief executive officer Julinus Jeffery Jimit.
Bangkuai, who is also STB chairman, stressed the significance of ITB Berlin in ensuring Sabah remains a key destination in the European market while fostering long-term partnerships to drive sustainable tourism growth.
“Our increasing visitor numbers from Europe show that Sabah is a preferred destination. We must continue building on this momentum and expand our reach in the international market,” he said in a statement on Monday (March 3).
Ahead of the exhibition, Bangkuai visited the Sabah booth to oversee preparations, ensuring a seamless presentation for buyers and stakeholders.
He is scheduled to officiate the opening of the Sabah Stand on Tuesday.
This year, STB has secured a dedicated space within the Malaysian Association of Tour and Travel Agents (MATTA) Pavilion, hosting four travel agencies.
Three other agencies will exhibit under the STB Stand, while two, including a hospitality company, will participate within the Tourism Malaysia Pavilion.
Key highlights at the Sabah booth include the launch of Explore Sabah 2026, following its debut at World Travel Market London 2024, and the unveiling of Sabah’s World Best, a branding initiative highlighting the state’s top tourism experiences.
In addition, Borneo Nature Tours will introduce two exclusive eco-adventure packages, namely Coastal Wonders: Blue Rings Reef and Bornean Pygmy Elephant Endeavour, offering immersive wildlife and marine experiences.
Sabah will also promote Oceanman 2025, an international open-water swimming competition that is expected to draw international participants and position the state as a premier destination for adventure tourism.
Through its presence at ITB Berlin, Sabah aims to solidify its appeal to European travellers, build strategic partnerships, and showcase its commitment to sustainable tourism development.
