Sabah, Malaysia’s lush and biodiverse state, is making waves as an emerging travel hotspot for Hungarian tourists. Despite modest numbers—192 visitors from Hungary last year and 30 in January 2024—the trend signals growing curiosity from Central Europe.
Datuk Joniston Bangkuai, Sabah’s Assistant Minister for Tourism and Chairman of the Sabah Tourism Board (STB), sees promise in these early figures. “Our outreach to Hungary only started last year, so even small numbers are encouraging,” he said.
Hungarian travelers can now reach Sabah easily via Chinese airlines, with direct flights from Guangzhou and Shanghai to Kota Kinabalu. These routes are expected to draw more visitors not just from Hungary but also neighboring Central European countries. “The convenience of these flights will help showcase Sabah’s unique nature-based experiences,” Joniston added.
To strengthen ties, STB recently hosted 12 Hungarian tour agents and media representatives on a five-day familiarization trip. The group, including Turizmus.com Editor-in-Chief Hajnalka Fucsko and Aviareps General Manager Attila Toth, explored Sabah’s top attractions—from pristine islands to Kundasang’s highlands and Sandakan’s wildlife.
Joniston stressed that Sabah isn’t chasing mass tourism but aims to become a must-visit for travelers seeking Borneo’s untouched beauty. “We want to diversify our markets, and Hungary’s interest is a positive sign,” he said.
Fucsko, a first-time visitor, was impressed. “I’ve seen Kuala Lumpur, but Sabah is something entirely new. I can’t wait to share this with Hungarian travelers,” she said. The trip concluded with a B2B session to foster partnerships, and Fucsko suggested STB join Hungary’s HungEXPO next year to boost visibility.
With its natural wonders and strategic promotions, Sabah is poised to become a top Southeast Asian destination for Central European explorers.
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