STB focusing on domestic markets

Desa Cattle Farm

KOTA KINABALU: Despite the current travel restrictions in Malaysia, Sabah Tourism Board (STB) continues to market and promote Sabah domestically.

The #RinduSabah campaign was a three-month campaign targeting the Malaysians. High visibility destination awareness has also been executed in the Klang Valley particularly AEON malls, Bukit Bintang and the Mont Kiara area which does have the potential to reach the expatriates living in the area.

“Each media placement is made based on timeliness and location. Although the country is still under restricted movements, unlike a year before, human traffic has increased.

“Furthermore, it is the Malaysians and those residing in Malaysia that have the ability to travel when allowed. Likewise, the balance of marketing through both mainstream and new media to reach different audiences,” comments Noredah Othman, General Manager of Sabah Tourism Board.

“The International market has not been neglected either with constant virtual outreach to the tourism industry and public as well.

“Currently ongoing is the SABAHDEEKhrap campaign for Thailand and for the Korea market, relevant social media platforms such as Naver, Kakao and Instagram are great channels to retain awareness of the destination. In 2019, Koreans were among the top three international arrivals to Sabah. ‘’

“As for the MICE sector, while the bigger events are still not feasible, industry upskilling in the meantime. The recent Congress Certification Program (CCP) was attended by over 20 Sabahan companies who will be heavily involved in the MICE / Business Events sector.’’

The one-off Grant to Sabah hoteliers 2021 is currently ongoing and the hoteliers have until March 31, 2021 to submit their application. Forms are available on

In addition, the #BahMarilah Kaw Kaw Edition is currently live on the providing public options for travel packages and staycations and suggestions based on travelling with designated zones.

The industry is welcomed to continue submitting promotions and packages to be included on the site.-HS

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