Opening of the Sabah Pavilion at WTM London, UK
From the 3rd Left to Right: Datuk Josie Lai, Ministry of Tourism, Culture and Environment Sabah Permanent Secretary; Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture and Environment Sabah and Chairman of Sabah Tourism Board; His Excellency Dato’ Zakri Jaafar, High Commissioner of Malaysia to the UK and Ireland; Datuk Seri Panglima Christina Liew, Minister of Tourism, Culture and Environment Sabah; and Julinus Jeffery Jimit, CEO of Sabah Tourism Board.
Memorandum of Collaboration signing between Sabah Tourism Board and Intrepid UK, witnessed by Datuk Seri Panglima Christina Liew, Minister of Tourism, Culture and Environment Sabah; His Excellency Dato’ Zakri Jaafar, High Commissioner of Malaysia to the UK and Ireland; Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture and Environment Sabah and Chairman of Sabah Tourism Board; and Datuk Josie Lai, Ministry of Tourism, Culture and Environment Sabah Permanent Secretary. Signing the memorandum: Julinus Jeffery Jimit, CEO of Sabah Tourism Board, and Angela Chen, Senior Marketing Manager – EMEA, Intrepid UK.
LONDON, UK: Sabah introduces its Explore Sabah initiative at this year’s World Travel Market (WTM), here, aimed at highlighting the state’s unique attractions and paving the way for Visit Malaysia 2026.
Sabah Tourism, Culture and Environment Minister Datuk Seri Panglima Christina Liew launched the campaign at the Sabah Pavilion on Tuesday (November 5), the first day of the business-to-business exhibition at Excel, Docklands.
She is leading the Sabah delegation over the four-day WTM event. This year, the Sabah Tourism Board (STB) is leading Sabah’s participation in WTM. The Board showcases a dedicated pavilion featuring 13 local agents.
Speaking at the campaign launch, Liew said: “Our participation at the World Travel Market is part of a larger journey to connect with global partners and amplify our presence in the United Kingdom and beyond.
“This pavilion represents our commitment to sharing Sabah’s wonders with the world. We aim to position Sabah as the ultimate destination for unforgettable cultural, adventure, and nature experiences.”
The Minister stressed that Explore Sabah is a strategic initiative to enhance Sabah’s appeal as a favourite destination, particularly in anticipation of Visit Malaysia 2026. “Through Explore Sabah, we are gearing up to showcase our stunning state and establish it as Malaysia’s preferred destination for those seeking unforgettable experiences in culture, adventure, and nature,” she added.
According to Liew, the campaign will, among other things, spotlight Sabah’s 10 unique wonders, including UNESCO heritage sites, five highest peaks, rich biodiversity, and memorable wildlife encounters.
In the latest update on Sabah’s tourism sector, she reported substantial growth from January to August, with total visitor arrivals of 2,094,202, an increase of 25.7 percent compared to the same period in 2023 (1,665,951). “International arrivals surged by 64.5%, totalling 867,231 visitors, bringing tourism back to 87% of pre-pandemic levels.”
“Currently, Sabah is connected to 19 international destinations, with plans for further connectivity,” Liew said, while expressing optimism about achieving a target of 3 million visitors by year-end.
The Minister also announced a national campaign collaboration between the Sabah Tourism Board and Intrepid UK to further enhance Sabah’s international profile.
Throughout the four-day WTM, the Sabah Pavilion features presentations by Sabah’s cultural ambassadors: Stanley Missun from the Sabah Tamparuli Bamboo Music Orchestra; Unduk Ngadau Hyellene Danius; and renowned long flute player Payuki, all showcasing the state’s rich cultural heritage.
WTM attendees will also have the opportunity to see cultural dance performance by Sabahan Abroad UK.
Present at the launch were Sabah Tourism, Culture and Environment Assistant Minister cum STB chairman Datuk Joniston Bangkuai; Permanent Secretary to the Ministry of Tourism, Culture and Environment Datuk Josie Lai; Malaysian High Commissioner to the United Kingdom Datuk Zakri Jaafar; and STB chief executive officer Julinus Jeffery Jimit.
Prior to the WTM event, Liew hosted a networking session on November 4 at the Hyatt Regency London, The Churchill with the UK industry trade and Media partners as well as the Sabah private Sector. This initiative is part of Sabah Tourism commitment to maintaining strong marketing relationships with its stakeholders.
On November 7, Liew will lead a delegation from her Ministry and the Sabah Tourism Board to a meeting with Charles Hay, the director of South East Asia & Pacific, Foreign, Commonwealth and Development Office.
