KOTA KINABALU: The Sabah Tourism Board (STB) has launched its new tourism tagline for the state at an international travel event at Berlin on Tuesday (March 7).
The"Feel Sabah, North Borneo" promotion was unveiled at ITB Berlin 2023, the world's leading travel trade show which will run until Thursday at the Messe Berlin, Germany.
"The name 'North Borneo' sounds exotic and evokes nostalgic feelings of yearning for this destination. "Hence, we are determined to rebrand this tourist destination with 'Feel Sabah, North Borneo' to create a new identity in the travel marketplace," Liew added. "If we succeed in hitting the 2.5 million mark, this would indicate an increase by 45.35% compared with 1.72 million arrivals in 2022," she added.
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