Sri Pelancongan Sabah, a subsidiary of the Sabah Tourism Board (STB), reported that Sabah raked in RM5mil in tourism revenue from two large groups of visitors from China. Chairman Ken Pan Ying On revealed that one of the groups was in Sabah for a meeting, incentive, conference and exhibition (MICE) function. During their two-week stay, the visitors enjoyed a packed programme and a company gala, contributing to the income generation for tourism stakeholders in Kota Kinabalu, Kundasang, Tuaran, and Semporna.
According to Pan, MICE groups like these have high spending power, which can significantly boost the local economy. He also noted the improved air connectivity with more direct flights from major Chinese cities to Kota Kinabalu. Tourists are increasingly seeking diverse experiences such as leisure tourism, sightseeing, culture, diving, mountain climbing, forest adventures, and underwater world explorations, all of which translate to money being spent in Sabah.
During the late February to early March period, 182 tourists from the beauty industry in Wuhan, China visited Sabah. The visitors were impressed by the state’s rich marine resources, blue skies, seas, unparalleled underwater world, luxurious seaside resorts, and fresh seafood. The second group, comprising 450 tourists from the information technology industry in Beijing, arrived in four batches and stayed for six consecutive nights at a local resort where they hosted their company’s annual gala.
By attracting such diverse groups, Sabah is solidifying its position as a preferred MICE destination. With the establishment of the Sabah Convention Bureau, the tourism industry anticipates more MICE groups from China and other countries to visit the state this year.
