The launch of Sabah Tourism new destination brand tagline "Feel Sabah, North Borneo" at the MATTA Travel Fair here will give a huge impetus to the growth of domestic tourism, says Minister of Tourism, Culture and Environment Datuk Christina Liew.
She stressed that the domestic market is still an important economic segment for Sabah, while we welcome international tourists from around the globe.
Feel Sabah, North Borneo Campaign Launched
Citing statistics from Sabah Tourism Board's (STB) Research Division, Liew said domestic travellers contributed two-thirds of the total tourism arrivals in Sabah before the Covid-19 pandemic.
Datuk Christina Liew said in an interview;
"For the pre-pandemic scenario, the total tourism arrivals in Sabah was 4.19 million visitors in 2019. That year, domestic tourism contributed 2.72 million arrivals, while the figure for international arrivals stood at 1.47 million visitors.
Last year, 80pc of the 1.72 million arrivals to Sabah constituted domestic visitors. Based on the Domestic Visitors Profile survey in 2019, one finding is that for domestic visitors, shopping activity is considered high compared with international visitors."
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| The peak of Mount Kinabalu in Sabah, North Borneo. |
As part of the campaign, the minister then flagged off 10 of 100 e-hailing cars to mark the occasion, highlighting Sabah's new identity at the Malaysia International Trade & Exhibition Centre (MITEC).
According to her, all these vehicles bearing the "Feel Sabah, North Borneo" sticker will be around the Klang Valley area for three months as a promotion strategy.
The MATTA Travel Fair is one of the largest and most anticipated travel fairs by consumers in Malaysia.
Christina also mentioned;
"What better venue than this leading Travel Fair for STB to launch Sabah's new destination rebranding - 'Feel Sabah, North Borneo'. This motto is punchy enough to capture people's attention."
"Malaysians in other parts of the country will embrace this new promotional theme. Many younger generations may need to know about Sabah's historical and colourful past.
So, while they feel Sabah's beautiful nature, warm hospitality, cultural heritage and iconic wildlife, they also get to experience treasures of yesteryear, such as antiques dating back to the North Borneo era.
Furthermore, this emphasises our geographical location as a Malaysian State on the Northern part of Borneo Island."
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| Mataking is one of the beautiful islands that Sabah, North Borneo has to offer. |
STB is under the purview of the Ministry of Tourism, Culture and Environment. The Sabah delegation comprised Assistant Minister cum STB Chairman Datuk Joniston Bangkuai, the Ministry's Deputy Permanent Secretary I Mary Malangking, STB Chief Executive Officer Noredah Othman, and STB officials.
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| The map of Sabah, North Borneo. |
Conclusion
Please visit the official Sabah Tourism website for more information on this brand-new tourism campaign launched in March 2023.
The Feel Sabah, North Borneo Campaign was launched on the first day of the MATTA Fair March 2023, which was 17 March, a Friday.