The Sabah Tourism Board is proud to announce its participation in the World Travel Market (WTM) in London from November 5th to 7th, 2024. This year, Sabah will make a grand presence with its own dedicated pavilion, spanning 150 square meters, and showcasing the rich diversity of our tourism offerings.
Leading this initiative will be YB Datuk Seri Panglima Christina Liew, Minister of Tourism, Culture and Environment Sabah, alongside YB Datuk Joniston Bangkuai, the Assistant Minister of Tourism, Culture and Environment and Chairman of the Sabah Tourism Board. They will be joined by YBhg. Datuk Josie Lai, the Permanent Secretary of the Ministry, and Mr. Julinus Jeffery Jimit, CEO of Sabah Tourism Board. Together with 13 participating travel agencies, this delegation aims to highlight the unique experiences that Sabah has to offer.
Highlighting Sabah’s C.A.N – Culture, Adventure, and Nature at WTM
At this year’s World Travel Market, Sabah will proudly present its C.A.N theme—Culture, Adventure, and Nature—highlighting the top 10 unique experiences that celebrate the region’s rich heritage and stunning natural wonders.
Visitors to our booth will be captivated by offerings that range from the majestic heights of Mount Kinabalu—a UNESCO Triple Crown site and one of only three locations worldwide to hold this distinction—to the depths of Sipadan Island, consistently recognized as one of the top five dive sites globally. These breathtaking experiences exemplify what makes Sabah a premier destination for travelers seeking adventure and natural beauty.
In addition to these iconic sites, Sabah is home to significant conservation efforts, including the world’s largest and oldest Orangutan Rehabilitation Center and the Bornean Pygmy Elephant, the smallest elephant species in the world. These initiatives reflect our commitment to preserving our unique wildlife while promoting sustainable tourism.
The C.A.N theme is also deeply intertwined with cultural preservation and the upliftment of rural economies through initiatives like the Kampung Batu Puteh Community Tourism Co-operative and KOPEL Bhd, recipients of the Best Tourism Village Award by UNWTO. Padas Farmstay in Tenom has also been recognized with the ASEAN Community Based Tourism Standard Award. These awards highlight the positive impact of community-based tourism on local livelihoods and cultural heritage.
Our commitment to responsible and sustainable travel ensures that when travelers visit Sabah, they not only enjoy these incredible experiences but also contribute positively to our local communities and environment.
Join us at World Travel Market London
The market leading travel and tourism event brings the whole world together in London.
Join us from 5- 7 November 2024 at ExCel London
Happening at the Sabah Pavilion
Kicking off the opening and launching of the Sabah Pavilion, introducing the “Explore Sabah” campaign, which highlights our C.A.N theme—Culture, Adventure, and Nature. This campaign is designed to complement the national tourism initiative, Visit Malaysia Year 2026, showcasing the unique experiences that Sabah has to offer.
In addition, the Sabah Tourism Board will embark on a national marketing campaign in partnership with a prominent UK travel organization with a global reach. This collaboration aims to elevate Sabah’s profile as a must-visit destination and attract travelers from around the world.
Cultural Presentations and Performances at the Pavilion
Additionally, the Sabah Tourism Board will feature presentations from Stanley Missun, Programme Director of OMBAK, a musical association celebrated for its contributions to promoting Sabah and its tourism industry, recognized by the Malaysia Book of Records.
Joining him will be Hyellene Danius, the winner of this year’s Unduk Ngadau beauty pageant, who will share her insights on Sabah’s rich cultural heritage.
The pavilion will also come alive with performances by traditional long flute player, Payuki who earn a global recognition winning 2 gold, 3 bronze and 1 division winner in the 2016 World Championship Of Performing Arts held in Long Beach California, USA.
World Travel Market
Taking place over three days, WTM is one of the largest and most influential travel industry shows in the world. It is attended by thousands of industry professionals from more than 180 countries, spanning DMCs, hotels and tour operators, as well as transport and travel associates.
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Sabah
Sabah is renowned for its pristine rainforests, stunning idyllic islands, and rich marine biodiversity, making it a paradise for nature lovers and adventure seekers alike. Our world-class conservation efforts and wildlife sanctuaries highlight the diverse cultures that thrive within this vibrant region.
To complement these unique attractions, Sabah offers a selection of exquisite hotels and beach resorts tailored for discerning travelers. Guests can enjoy exceptional comfort and amenities, including world-class golf courses, sophisticated meeting and conference facilities, first-rate marina services, and an array of outdoor activities perfect for team-building and exploration.
Moreover, Sabah is easily accessible, with direct international flights from Kuala Lumpur, China, the Philippines, South Korea, Singapore, Indonesia, Taiwan, and Brunei, making it an inviting destination for travelers from around the globe.
About the Sabah Tourism Board
The Sabah Tourism Board, commonly referred to as Sabah Tourism, is an agency of the Sabah State Government operating under the Ministry of Tourism, Culture and Environment. Its primary role is to market and promote tourism within the state, showcasing the unique attractions and experiences that Sabah has to offer.
In addition to promotion, Sabah Tourism serves as a catalyst for the tourism industry, advising the government on the best strategies to facilitate development and growth. The Board actively initiates and coordinates activities among industry participants, ensuring a collaborative approach to tourism enhancement.
Since its establishment in August 1976, Sabah Tourism’s responsibilities have evolved to meet the changing demands of the global tourism market, reflecting our commitment to sustainability, cultural preservation, and community empowerment.
For more information about the Sabah Tourism Board and to discover the wonders of Sabah, please visit sabahtourism.com. Join us at Stand N9-520 at the World Travel Market for an immersive experience!