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GEORGE TOWN: Tourism Malaysia Sabah has initiated a tour operator support programme that will build a tourism consortium between key industry players and spur domestic travel between Sabah, Labuan and Penang.

Dubbed “My Destination Sabah and Labuan to Penang”, the programme is a collaboration between the Sabah Tourism Board (STB), Labuan Corporation and Malaysian Association of Tour and Travel Agents (Matta) Sabah Chapter, Thursday.

Tourism Malaysia Domestic and Events Division Senior Director Iskandar Mirza Mohd Yusof said the programme involves bilateral business-to-business (B2B) meetings participated by 26 sellers from Sabah and Labuan.

B2B session among sellers and buyers

The 26 sellers comprise 23 travel agencies, the Sabah International Convention Centre (SICC), Airasia and Palm Beach Resort and Spa to target 60 to 80 buyers from the Northern Region consisting of government departments and corporate companies.

“Various packages offered by the sellers are mainly incentive travel, corporate family day programmes, and business travel packages catered for government departments and private agencies.

“The packages aimed to attract the interest of the local business community to organise corporate events such as meetings, seminars, conferences, incentive visits and team-building programmes.

“It will indirectly create a collaborative network between travel agencies and encourage organised holidays in the new normal while contributing to the MICE market segment.

Iskandar (left) presenting a memento to Tay (right)

“We hope that the demand for domestic travel between Sabah, Labuan and Penang will increase, as all three destinations have their own unique selling points,” he said, after officiating the programme at The Wembley – A St Giles Hotel, Thursday.

STB Chief Marketing Officer Tay Shu Lan echoed Iskandar’s sentiments and said the programme was an important step in strengthening the collaborative network.

“We can get more agencies in Penang to help promote Sabah and this is a timely effort with more direct flights between Kota Kinabalu and Penang available on AirAsia and Malaysia Airlines,” she said.

Overall, Tourism Malaysia hoped that the implementation of the programme would help revitalise Sabah and Labuan’s domestic tourism industry following the adverse effects of the Covid-19 pandemic.

Left to right, Faharuddin, Ooi, Iskandar and Tay at the B2B launch

“It is also to raise the confidence level of domestic tourists from Peninsular Malaysia to choose Sabah and Labuan as their preferred holiday destinations,” said Iskandar.

Also present were Tourism Malaysia Sabah Director Mohd Faharuddin Hatmin, Matta Sabah and Labuan Chapters Chairman Lawrence Chin, Assistant Director of the Department of Tourism, Culture and Arts Labuan Corporation Zunaidah Hamzah, Penang Global Tourism Chief Executive Officer (CEO) Oii Chok Yan and Matta Penang Chapter Chairman Vergis Mathews.