Sabah, Labuan’s community-based and rural tourism highlights for VMY2025

Tourism Malaysia is promoting community-based and rural tourism destinations in Sabah and Labuan for Visit Malaysia Year 2025.

Its Director of Package Development Division, Shahrin Mokhtar said the promotion also cover the products and packages, aims to create awareness among the target audience on sustainable tourism.

“The sustainable tourism is a new focus on promoting Malaysia as the most recognisable must-visit ecotourism destination of the world,” said Shahrin during the launch of “Bah, Mari Pigi Sabah & Labuan Roadshow 2023” at a hotel in Kuala Lumpur.

“This is the right time to intensify Tourism Malaysia’s promotion effort for Visit Malaysia Year in 2025 to achieve the target of 23.5 million international tourists with a projected revenue of RM76.8 billion,” he said.

The roadshow taglined “ Sustaining Tourism for Our Future” starts from May 23 to 26, was held following the success of “My Destination Sabah & Labuan Meet Johor and Putrajaya Roadshow” last year.

“The programme targets travel trades, expatriates’ communities as well as students at international schools and private higher learning institutions in Kuala Lumpur, Selangor and Putrajaya,” he said.

The roadshow was participated by 34 delegates from Sabah and Labuan including tour operators, members of Federal of Rural Tourism Association Sabah (FERTAS), Kadaiku and officials from Tourism Malaysia Sabah and Sabah Tourism Board.

The roadshow began on May 23 with destination presentation and B2B (business-to-business) session for Klang Valley agents at a hotel, targeting 100-120 hosted buyers, and followed by a get together dinner.

The programme also include a B2C (business-to-consumer) session at Management and Science University (MSU), Sunway University and will end at Nexus International School Putrajaya.

He said between 1,000 and 2,000 people are expected to attend the roadshow.

“This year, the roadshow concept is different from the previous roadshow, where previously it was just B2B and destination update session, and the target audience were the travel trade in Peninsular Malaysia,” he said.

The event was held by Tourism Malaysia in collaboration with Sabah Tourism Board and Malaysia Aviation Group (MAG) as strategic partners.

Also present were Tourism Malaysia Sabah Deputy Director Trecey J Tojuka, Sabah Tourism Board Marketing Manager Zarinah Amiluddin and Malaysia Aviation Group (MAG) representatives.

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