Minister Datuk Christina Liew (center), Assistant Minister Datuk Joniston Bangkuai (2nd from left), Madam Josie Lai, Ministry of Tourism, Culture & Environment Sabah Permanent Secretary (2nd from right), Mr. Julinus Jeffery Jimit CEO STB (right) and Mr. Iskandar Mirza, Tourism Malaysia Senior Director of International Promotions AERO Markets (left) at ITB Berlin for the Multilingual Sabah Brochure.
BERLIN, Germany – Sabah Tourism Board (STB) is present at ITB Berlin (5 – 7 March 2024), the world’s leading travel trade show, where it will spotlight the captivating destination of Sabah and unveil a multilingual brochure aimed at enhancing the experience of German-speaking travelers. Present at the launch is Minister of Tourism, Culture and Environment Sabah, Christina Liew, emphasizing Sabah’s commitment to catering to diverse audiences.
While English remains widely spoken and understood, STB recognizes the importance of providing information in multiple languages to cater to the preferences and needs of travelers from different backgrounds. The decision to translate the Sabah brochure into German, Dutch, French, and Spanish reflects STB’s dedication to ensuring inclusivity and accessibility for all visitors, regardless of linguistic background.
“The availability of the Sabah brochure in multiple languages represents our commitment to providing personalized experiences to our international guests,” explains Christina Liew. “While English serves as a universal language of communication, we recognize the value of embracing linguistic diversity and catering to the unique preferences of our visitors. By offering information in German, Dutch, French, and Spanish, we aim to enhance the accessibility of Sabah’s rich cultural heritage and natural beauty to a broader audience.”
These four additional languages complement the existing brochures, which are currently available in English, Chinese, Japanese, and Korean. This brochure serves as a guide for travelers seeking to explore the region’s enchanting landscape and vibrant culture. Additionally, the brochure’s content is also tailored to the interests of the target markets.
Wildlife sanctuaries and marine parks that engage in sustainable and conservation efforts are also highlighted in the brochure. Additionally, community-based tourism experiences enable travelers to engage with local indigenous communities, supporting their livelihoods while promoting environmental stewardship practices. These initiatives not only provide immersive and authentic experiences for travelers but also actively contribute to the conservation of Sabah’s unique biodiversity and cultural heritage.
Aligned with the “Feel Sabah” branding, the multilingual brochure encapsulates the essence of Sabah’s unique charm and invites travelers to immerse themselves in the warmth and hospitality of the destination. “Feel Sabah” embodies the spirit of adventure, discovery, and cultural richness that defines the Sabah experience.
For European arrivals, Germany is the second highest arrival after UK & Ireland, followed by the Netherlands and France, in 2023. This underscores the importance of engaging with the German market and providing tailored information to meet their needs and preferences.
Under the Malaysia Pavilion, Sabah Tourism Board is pleased to highlight the presence of esteemed Sabah agents, including Borneo Eco Tours, Rustic Borneo, Borneo Escapade, Borneo Trails, Tabin Wildlife Holidays, Sepilok Tropical Wildlife Adventure, and Borneo Nature Tours. These reputable agents offer an array of unique and immersive experiences, ranging from eco-adventures to wildlife encounters.
