Sabah’s targeted promotional efforts in Hungary have started to show positive results, with 192 Hungarian visitors recorded in the previous year and 30 visitors arriving in January this year.
Datuk Joniston Bangkuai, Assistant Minister for Tourism, Culture and Environment, and Chairman of the Sabah Tourism Board (STB), highlighted that while the numbers may appear small, they are a promising sign of growth considering the engagement with the Hungarian market only began last year.
According to Joniston, Hungarian travelers can now easily access Sabah via Chinese airlines, with convenient flight connections through Guangzhou and Shanghai to Kota Kinabalu. This has opened up new opportunities not only for Hungarian visitors but also for tourists from neighboring countries in Central Europe.
To further strengthen these connections, Joniston recently met with 12 Hungarian tour agents and media representatives at a welcoming dinner hosted by the Sabah Tourism Board. Julinus Jeffery Jimit, STB Chief Executive Officer, was also present. Key figures such as Hajnalka Fucsko from Turizmus.com, Attila Toth of Aviareps, and Richard Haris of Haris Travel Club joined the event, all contributing to the familiarisation of Sabah as a potential travel destination.
Joniston emphasized that the goal is not just to chase high visitor numbers, but rather to introduce Sabah to new markets and establish it as a preferred destination for those unfamiliar with the wonders of Borneo.
