Explore Sabah campaign launches at World Travel Market in London

Sabah Tourism, Culture and Environment Minister Datuk Seri Christina Liew witnessing the Memorandum of Collaboration signing between Sabah Tourism Board and Intrepid UK at Sabah Pavilion during the World Travel Market in London on Tuesday.

Liew, who led the Sabah delegation over the four-day business-to-business exhibition, stressed that Explore Sabah is a strategic initiative to enhance the state’s appeal as a favourite destination, particularly in anticipation of Visit Malaysia 2026. "International arrivals surged by 64.5%, totalling 867,231 visitors, bringing tourism back to 87% of pre-pandemic levels.

Throughout the exhibition, the Sabah Pavilion is featuring 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.

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