It was a full house when wildlife documentary “ITAM: A Sun Bear Story” premiered at Golden Village Suntec City in Singapore.
The film depicts the emotional story of the Bornean sun bear and ongoing conservation efforts at the world’s only Bornean Sun Bear Conservation Centre (BSBCC) in Sandakan.
Assistant Minister to the Chief Minister and Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai said the documentary provides an additional platform to highlight Sabah’s focus on nature-based and sustainable tourism.
Sabah hopes to attract more visitors from Singapore through the documentary, having recorded 4,691 arrivals from the island state in the first two months of this year, contributing to 296,489 international arrivals into Sabah.
“Singapore is not just a source market, but also a key gateway as it is accessible to long-haul travellers, particularly from Europe, who are increasingly seeking nature-based, responsible travel experiences,” he said.
He added that the Bornean sun bear presents an opportunity to draw attention from niche segments interested in nature and conservation.
The state government’s direction is to prioritise conservation while advancing tourism in a sustainable and inclusive manner, he said.
The documentary, produced by Brainchild Pictures in English, Malay and Mandarin, has been extended for a further two weeks in Singapore, with plans for screenings in Malaysia and China.
The premiere was also supported by the Sabah Trade and Tourism Office Singapore (STTOS).
