ITB Berlin Connections to Boost Sabah Tourism
4 March 2025
BERLIN, GERMANY: The strategic networking established at the International Tourism Exchange (ITB Berlin) is expected to bolster Sabah’s efforts to reach its target of 3.3 million visitor arrivals by 2025.
Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture, and Environment, stated that this valuable engagement enhances Sabah’s position as a preferred destination for European travellers.
“We aim to leverage ITB Berlin as a key platform to showcase what Sabah has to offer, ensuring it remains the ultimate choice for the European market,” he said during the opening of the Sabah Stand on Tuesday (4 March).
In 2024, Sabah recorded 3,147,480 visitor arrivals, with the European market growing by 27.4 per cent, accounting for 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 is essential as a long-haul source, particularly for long-stay and high-yield travel segments. Sabah’s East Coast destinations, including Sandakan, Kinabatangan, and Danum Valley, rely heavily on long-haul markets, with over 75 per cent of their guests coming 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 planned to highlight Sabah’s tourism offerings, sustainability efforts, and upcoming initiatives. Joniston noted that these sessions would provide international audiences with deeper insights into what makes Sabah a must-visit destination.
During the event, Joniston launched several state tourism initiatives, introducing Explore Sabah 2026 to the European market following its successful unveiling at WTM London 2024. Explore Sabah 2026 aims to build momentum leading up to Visit Malaysia 2026, showcasing the state’s rich culture, adventure, and natural beauty.
Other initiatives announced include Sabah’s World Best, which highlights the state’s unique treasures such as UNESCO Triple Crown sites, the world’s tallest 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, dating back 140 million years.
Complementing these efforts, Borneo Nature Tours introduced two exclusive eco-tourism adventure packages: Coastal Wonders: Blue Rings Reef and Bornean Pygmy Elephant Endeavour.
Another significant announcement was OCEANMAN 2025, an international open-water swimming competition scheduled for 19-20 July in Kota Kinabalu, further positioning Sabah as a premier destination for sports tourism.
Joniston leads the Sabah Tourism Board delegation at the three-day travel trade show, accompanied by Alesia Sion, Deputy Permanent Secretary II of the Sabah Ministry of Tourism, Culture, and Environment, and Julinus Jeffery Jimit, Chief Executive Officer of the Sabah Tourism Board.
Rozaime Mohamed Desa, Charge d’Affaires of the Embassy of Malaysia in Berlin, was also present at the opening of the Sabah Stand.
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