The Sabah Tourism Board (STB) is set to announced a series of strategic partnerships at World Travel Market (WTM) London 2025.
STB will next week reveal a new European partnership with Royal Brunei Airlines (RBA), strengthening connectivity between the UK and Sabah through RBA’s Bandar Seri Begawan hub.
The collaboration includes a high-impact UK marketing campaign featuring London bus wraps and tube station panels.
Julinus Jeffery Jimit, CEO of Sabah Tourism Board, said: “This year’s WTM represents an important step forward as we enhance our connectivity between Sabah, North Borneo and the UK.”
Our partnership with Royal Brunei Airlines will make Sabah more accessible than ever, while our UNESCO collaborations and new hospitality investments highlight our commitment to responsible tourism.”
Ali Rahim bin Haji Abdul Rani, Manager – Integrated Marketing, Royal Brunei Airlines, added: “We are proud to partner with Sabah Tourism Board to enhance travel opportunities between the UK and Borneo. With improved connectivity through our Bandar Seri Begawan hub and dedicated UK marketing efforts, we look forward to inspiring more travellers.”
Adding to Sabah’s eco-tourism infrastructure, Ormond Hotels will announce the opening of a new design-led property in Sandakan, providing a stylish base for travellers visiting the Kinabatangan wildlife corridor.
The Sabah Stand (N10-500) will feature nine industry partners showcasing the destination’s diverse tourism offering: Asian Trails (Sabah), Borneo Adventure (Sabah), Borneo Eco Tours, Borneo Sandakan Tours, Ormond Sandakan, Rustic Travel, Sepilok Tropical Wildlife Adventure, Sutera Sanctuary Lodges, and Tabin Wildlife Holidays.
Visitors can also explore the destination through an immersive Virtual Reality experience and attend the official launch of two specialist wildlife books from John Beaufoy Publishing – A Field Guide to the Reptiles of Borneo and A Naturalist’s Guide to Spiders of Borneo.
Sabah Tourism Board invites trade partners and media to join the official launch event on 4 November.
