Sabah plans to attract more tourists from Australia with a new action plan, according to State Tourism, Culture and Environment Minister Datuk Christina Liew. Liew said the plan includes educating travel agents who will be recognized as key players in the effort. The education process will involve online training and familiarization trips to Sabah.
Liew, who is currently leading a delegation from the Sabah Tourism Board (STB) to Australia, stated that the “Feel Sabah – North Borneo” campaign aims to target a wider audience in Australia. The campaign is motivated by the increasing number of Australians visiting Sabah since the reopening of international borders. According to STB statistics, over 7,000 Australians arrived in Sabah between January and May 2023.
Liew believes that Sabah is an ideal destination for Australians due to its beautiful beaches, iconic wildlife, and diverse food options. During her visit to Melbourne, Liew also held a business meeting with Malaysia Airlines regional manager Giles Gilbert to discuss further cooperation.
The minister emphasized the importance of enhancing travel agents’ knowledge of Sabah so they can confidently promote the destination to their clients. Liew encouraged agents to become “Sabah Specialist” agents and expressed her belief that these efforts would drive traffic to the STB website for consumers to purchase holiday packages in Sabah.
Liew disclosed that the second strategy to attract Australian tourists is by offering a complimentary side trip to Borneo. This is made possible by Malaysia Airlines’ direct connectivity from Australia to Kuala Lumpur. She added that Sabah’s tourism products are particularly appealing to the Australian and New Zealand markets, making the side trip an attractive proposition.
The implementation of these strategies is expected to begin within the next two months in order to stay competitive and achieve this year’s target arrivals, Liew concluded.
Credit: The Star : News Feed
