Malaysian High Commissioner to the UK, Datuk Zakri Jaafar, recommends Sabah focus on nature-based tourism for UK visitors, citing their strong preference for rural and unspoiled environments.
Zakri conveyed this during a briefing at the Malaysian Embassy, urging the Sabah Tourism Board to actively promote its Rural Community Based Tourism to the UK market.
The advice follows insights gained during Malaysia’s participation in the World Tourism Market (WTM) London 2023.
Sabah’s delegation, led by Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai, expressed gratitude for support from the Malaysian Embassy and Tourism Malaysia in promoting Sabah.
The delegation, including nine tour companies, was participating in WTM, where Sabah unveiled its UNESCO triple crown achievement.
Additionally, Joniston and Noredah attended an exclusive dinner hosted by CNN.