Assistant Tourism, Culture, and Environment Minister Datuk Joniston Bangkuai opening the Sabah Stand, joined by Embassy of Malaysia in Berlin Charge d’Affaires Rozaime Mohamed Desa, Ministry’s Deputy Permanent Secretary II, Alesia Sion, and Sabah Tourism Board chief executive officer Julinus Jeffery Jimit (from R-L).
Assistant Tourism, Culture, and Environment Minister Datuk Joniston Bangkuai joins the audience for a presentation on Sabah’s Best World by STB CEO Julinus Jeffery Jimit Also pictured are Embassy of Malaysia in Berlin Charge d’Affaires Rozaime Mohamed Desa, and Ministry’s Deputy Permanent Secretary II, Alesia Sion.
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BERLIN, GERMANY : – The strategic networking forged at the International Tourism Exchange (ITB Berlin) is expected to strengthen Sabah’s efforts to achieve its 2025 target of 3.3 million visitor arrivals.
Assistant Tourism, Culture, and Environment Minister Datuk Joniston Bangkuai said this valuable engagement enhances Sabah’s position as a preferred destination for European travellers.
“We want to leverage ITB Berlin as a key platform to showcase what we have to offer to ensure that Sabah remains the ultimate choice for the European market,” he said during the opening of the Sabah Stand, on Tuesday (March 4).
In 2024, Sabah recorded 3,147,480 visitor arrivals, with the European market growing by 27.4 per cent to 79,588 visitors.
The top five contributors to this growth were the United Kingdom and Ireland (27,422), Germany (7,922), The Netherlands (5,925), France (5,921), and Italy (5,579).
“The European market remains vital as a long-haul source, particularly for the long-stay and high-yield travel segments.
“Sabah’s East Coast destinations, including Sandakan, Kinabatangan, and Danum Valley, heavily rely on long-haul markets, with over 75 per cent of their guests from Europe and similar regions,” said Joniston, who chairs the Sabah Tourism Board.
In addition to business meetings and networking sessions, special interviews and media engagements are set to highlight Sabah’s tourism offerings, sustainability efforts, and upcoming initiatives.
Joniston said that these sessions would provide international audiences with deeper insights into what makes Sabah a must-visit destination.
In the event, Joniston launched several state tourism initiatives, introducing
Explore Sabah 2026 to the European market following its successful launch at WTM London 2024.
The Explore Sabah 2026 aims to build momentum leading up to Visit Malaysia 2026, showcasing the state’s rich culture, adventure, and nature.
Other launches unveiled include Sabah’s World Best, which highlights the state’s unique treasures such as UNESCO Triple Crown sites, the world’s highest tropical tree in Danum Valley (yellow meranti), the world’s only Bornean Sun Bear Conservation Centre, the Sepilok Orangutan Rehabilitation Centre, the Bornean pygmy elephant, and Borneo’s ancient lowland rainforest, which dates back 140 million years.
Complementing these efforts, Borneo Nature Tours introduced two exclusive eco-tourism adventure tour packages – Coastal Wonders: Blue Rings Reef and Bornean Pygmy Elephant Endeavour.
Another announcement was OCEANMAN 2025, an international open-water swimming competition scheduled for July 19-20 in Kota Kinabalu, further positioning Sabah as a premier destination for sports tourism.
Joniston is leading the Sabah Tourism
Board delegation to the three-day travel trade show, accompanied by Sabah Tourism, Culture, and Environment Ministry’s Deputy Permanent Secretary II, Alesia Sion, and Sabah Tourism Board chief executive officer Julinus Jeffery Jimit.
Embassy of Malaysia in Berlin Charge d’Affaires Rozaime Mohamed Desa was also present at the Sabah Stand opening.
