The rebranding was developed by Sabah Tourism Board (STB) with the idea of incorporating “North Borneo” for sentimental and historical reasons and was the brainchild of Minister Datuk cliew30 who led a 10-member delegation to this global event.
The rebranding was developed by Sabah Tourism Board with the idea of incorporating “North Borneo” for sentimental and historical reasons and was the brainchild of Minister Datuk Christina Liew who led a 10-member delegation to this global event. Launching the rebranding at the Messe Berlin, Christina said it was most apt to adopt this promotional theme as the international community would immediately know that Sabah is located in the northern part of Borneo Island.
“For Europe specifically, our top inbound tourism markets are from Germany, France, Netherlands and Italy.” Plans are afoot to explore prospects of luring tourists from new tourism markets in America, Australia, Japan and India via tourism roadshows by STB. Borneo Eco Tours, Borneo Nature Tours, Borneo Trails, Rustic Borneo, Sepilok Tropical Wildlife Adventure and Tabin Wildlife Reserve from Sabah are participating in ITB Berlin 2023.
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