SINGAPORE: The wildlife documentary “ITAM: A Sun Bear Story” drew a full house at its gala premiere here on Wednesday, attended by members of the public, international students and expatriates.
Assistant Minister to the Sabah Chief Minister and Chairman of Sabah Tourism Board (STB), Datuk Joniston Bangkuai, attended the screening held at Golden Village Suntec City, on Wednesday (April 22).
Initial audience response to the film was positive, with interest centred on the emotional story of the Bornean sun bear and ongoing conservation efforts in Sabah, particularly the world’s only Bornean Sun Bear Conservation Centre (BSBCC) in Sandakan.
Joniston said the documentary provides an additional platform to highlight Sabah’s focus on nature-based and sustainable tourism, in line with ongoing promotional efforts by STB to strengthen destination awareness in key markets.
Speaking to the audience prior to the screening, he noted that Singapore remains an important market and gateway for Sabah.
“In the first two months of this year, we recorded 4,691 visitors from Singapore, contributing to 296,489 international arrivals into Sabah.
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“We see Singapore not just as a source market, but as a key gateway. Strong connectivity through Singapore helps us remain accessible to long-haul travellers, particularly from Europe, who are increasingly looking for nature-based, responsible travel experiences,” he said.
He added that the Bornean sun bear presents an opportunity to draw attention to Sabah’s wildlife offering, particularly among niche segments interested in nature and conservation.
“We want to continue positioning Sandakan and Sabah as destinations for responsible and meaningful travel, in line with the State Government’s direction to prioritise conservation while advancing tourism in a sustainable and inclusive way,” he said.
Produced by Brainchild Pictures, the “ITAM: A Sun Bear Story” trilingual documentary (English, Malay and Mandarin) has been extended for a further two weeks in Singapore, with plans for screening in Malaysia and China.
The premiere was also supported by the Sabah Trade and Tourism Office Singapore (STTOS).
Following the screening, an interaction session was held with the audience, with active participation from students, who posed questions about the documentary and Sabah’s wildlife conservation efforts.
Present were Brainchild Pictures producer Raymond Tan, STTOS General Manager Wendy Clare Stephen, and BSBCC founder Dr Wong Siew Te.
