KUALA LUMPUR: Sabah is branding itself as a "healing destination" with a focus on camping.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said that travellers were increasingly seeking holistic adventure experiences alongside relaxation and fun.
"Sabah has a lot of avenues for camping destinations.
"From Kadamaian, Kundasang, and Kokol Hill, to the beaches in Kudat, and rural areas like the Rundum Highlands in Tenom, each location has its unique landscapes, views, and cultures, making Sabah a versatile destination that caters to all interests.
"What makes the experience more fulfilling is that the majority of these camping sites are empowered by community-based tourism.
"This demonstrates the success of this initiative," he said following Sabah's participation in the Matta Fair 2024 held here.
During the event at the Malaysia International Trade and Exhibition Centre (MITEC) from March 22 to 24, the Sabah Tourism Board will showcase various camping attractions and adventure spots across the state.
A total of 22 travel and tour agents from Sabah participated in the 54th edition of the MATTA Fair, which is held twice a year.
The Sabah Tourism Board led the Sabah zone with 10 booths, where they offered a travel rebate of "Token Rehat Minda" worth up to RM 150 in a single receipt made from a purchased Sabah tour package.
"MATTA Fair is an important and significant domestic consumer travel fair in Malaysia, and we will continue to be actively present.
"STB will study the trend in travel preferences of the domestic market to keep our destinations exciting.
"I remain optimistic that with our attractive destinations from mountain-high to ocean-deep, Sabah will appeal to many," said Joniston, who is also STB chairman.
STB chief executive officer Julinus Jeffery Jimit was also present at the event.