Sabah tourism flourishes at ITB Berlin 2024

Sabah Tourism Board (STB) made waves at ITB Berlin 2024, captivating industry professionals and travelers alike.

Tourism, Culture and Environment Minister Datuk Christina Liew seized the opportunity to showcase Sabah’s tourism potential and dispel misconceptions.

The event saw queries about Sabah’s accessibility, with Liew emphasizing engagement with the European market, particularly Germany.

Despite some attendees’ lack of awareness, there was a concerted effort to educate about Sabah’s identity and attractions.

Liew’s proactive engagement yielded results, with collaborations established with Swiss travel agencies.

Noteworthy statistics include an upward trend in tourist arrivals from various European countries in 2023 compared to 2022:

  • UK & Ireland: 84% recovery rate
  • Germany: 76% recovery rate
  • Netherlands: 122% recovery rate
  • Italy: 114% recovery rate
  • France: 93% recovery rate

Efforts to dispel misconceptions and elevate Sabah’s profile were evident, with emphasis placed on historic sites, UNESCO World Heritage Sites like Kinabalu Park, and pristine beaches.

Despite the challenges posed by the pandemic, Sabah remains optimistic about its prospects in the European market.

Leveraging platforms like ITB Berlin, the region aims to attract a diverse range of travelers and solidify its position as a premier destination in Southeast Asia.

With strategic initiatives and collaborative efforts, Sabah is poised to capitalize on its natural beauty, cultural richness, and warm hospitality, offering unforgettable experiences to travelers worldwide.

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