KOTA KINABALU: Efforts will be intensified to make Sabah more attractive to tourists from Singapore, says Datuk Christina Liew.

She said that the Sabah Trade and Tourism Office Singapore (STTOS) should adopt a more aggressive stance when boosting travel demand and reversing the declining number of Singaporeans visiting the state.

Speaking at the launch of Borneo Fest 2024 at Marina Square in Singapore on Saturday (July 20), Sabah's state Tourism, Culture and Environment Minister said that there is a 7.3% decrease in the number of Singaporeans visiting Sabah compared to 2023.

Liew said that the Sabah Tourism Board’s Singapore tourism update report showed that there was a slight drop of 987 visitors from the Lion City, with arrivals to Sabah decreasing from 13,449 in January to May 2023 to 12,462 over the same period this year.

"Although Singapore has reached 122% of pre-Covid-19 pandemic levels, indicating a strong recovery, this market has shown a month-on-month decline in visitor arrivals growth since February and March," she added.

Liew then said that she hopes STTOS will reverse the current trend with aggressive promotion exercises.

"There is ample room for improvement, and I believe your efforts will yield positive results for the rest of the year," said Liew.

She said this initiative is a collaborative effort between STTOS and the Sarawak Trade and Tourism Office Singapore (STATOS) to tap into the untapped segment of the tourism market in the neighbouring country.

Borneo Fest 2024 is themed "I love Sabah and Sarawak," and is supported by the Ministry of Tourism, Culture and Environment (KePKAS), the Sabah Tourism Board (STB), and the Sarawak government.

On the Borneo Fest 2024, Liew said that this is another chance for Sabah and Sarawak to explore trade and tourism opportunities in the Singapore market.

She added that the event also serves as a platform to create awareness among Singaporeans that Sabah and Sarawak are located in East Malaysia.

"As always, we welcome Singaporeans to come and experience our unique tourism resources and the natural wonders of Sabah. Enchanting Sabah-North Borneo beckons you to come and explore her beauty and treasures," said Liew

"Air connectivity is not a problem as currently, there are 14 daily flights from Singapore to Sabah via Air Asia and Scoot, both budget airlines. The trip to Sabah is just two and a half hours away," she added.

Sabah, the second largest state in Malaysia, is home to over 40 indigenous ethnic groups and more than 200 sub-ethnic groups.

"I am confident that our connectedness through Borneo Festival 2024 will further strengthen bilateral ties between Sabah and Singapore, and between Sarawak and Singapore," said Liew.

"Sabah offers many types of tourism such as ecotourism, nature tourism, adventure tourism, wildlife tourism, golf tourism, cultural tourism, and medical tourism," she added.

Liew then said that STTOS was set up by the state government to build economic links and bolster trade and tourism in Sabah.

"The pioneer team of two Sabah ladies - Wendy Clare Stephen from Tambunan and Rohzana Iskandar from Tuaran - initially worked from home while the office was under construction. They moved to the new premises in November 2022. The rest is history," she said.

https://www.thestar.com.my/news/nation/2024/07/21/sabah-intensifies-efforts-to-attract-singaporeans-with-borneo-fest-2024