The Sabah Tourism Team, led by Executive Vice President (marketing and business events) Tay Shu Lan, guided the Sabah Roadshow to South Korea from November 14-18.
Accordingly, this trip creates business opportunities and rejuvenate relationships with Korean tourism service providers. Nine hotel owners and two local travel agencies participating in roadshows visited five cities in South Korea, including Seoul, Cheongju, Jeonju, Ulsan and Busan.
The participating hotels were Shangri-La’s Rasa Ria, Shangri-La’s Tanjung Aru, Sutera Harbor Resort, Hilton Kota Kinabalu, Promenade Hotel, Ming Garden Hotel, Grandis Hotel, Hyatt Centric Kota Kinabalu, and Monocolo Boutique Hotel. Two travel agencies including I-World Travel and Sepilok Tropical Wildlife Adventure from Sandakan were also a part of the Sabah delegation.
“The arrival of visitors from South Korea has gradually increased since the resumption of flights to Kota Kinabalu from Incheon starting in May last year,” said Sabah Tourism Board Executive Director, Noredah Othman.
“Our main goal is to increase market share in South Korea and help airlines maintain flights to Sabah. We are targeting winter traffic as Korean airlines plan to increase routes (and flights) to Kota Kinabalu.”
“We are also targeting incentive groups. Sabah has previously hosted many groups promoting cosmetics and insurance from Korea, such as Unicity Korea and Sarangmoa Financial Service C. Ltd,” she added.
Sabah is a state of Malaysia, located on the famous island of Borneo. As of August 2022, Sabah welcomed nearly 22,000 Korean visitors, an increase of 24,401% compared to last year.