“Nama ‘Borneo Utara’ kedengaran eksotik dan membangkitkan perasaan nostalgia kerinduan untuk destinasi ini.' - Datuk cliew30.
Penjenamaan semula itu dibangunkan oleh Lembaga Pelancongan Sabah dengan idea untuk menggabungkan “Borneo Utara” atas sebab sentimental dan sejarah dan merupakan cetusan idea Menteri Datuk Christina Liew yang mengetuai delegasi 10 anggota ke acara global itu. Melancarkan penjenamaan semula itu di Messe Berlin, Christina berkata adalah paling tepat untuk menerima pakai tema promosi itu kerana masyarakat antarabangsa akan segera mengetahui bahawa Sabah terletak di bahagian utara Pulau Borneo.
“Untuk Eropah khususnya, pasaran pelancongan teratas kita adalah dari Jerman, Perancis, Belanda dan Itali.” Rancangan sedang dibuat untuk menerokai prospek memikat pelancong dari pasaran pelancongan baharu di Amerika, Australia, Jepun dan India melalui jerayawara pelancongan oleh STB. Borneo Eco Tours, Borneo Nature Tours, Borneo Trails, Rustic Borneo, Sepilok Tropical Wildlife Adventure dan Tabin Wildlife Reserve dari Sabah akan menyertai ITB Berlin 2023.
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