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.

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.