Sabah poised to attract high-value MICE and eco-tourism markets, says Lufthansa City Center chief
Joniston, Tan, Brix and the delegates of the LCC Regional Meeting APAC today.
KOTA KINABALU (May 15): Sabah's unique blend of nature, sustainability and infrastructure has positioned it as a promising destination for high-value tourism segments such as MICE (Meetings, Incentives, Conferences and Exhibitions) and eco-tourism, says Heiko Brix, managing director of Lufthansa City Center International.
Speaking to reporters when met at the LCC Regional Meeting APAC here today, Brix expressed his admiration for the destination and confidence in its alignment with current global travel trends.
'I would like to express my gratefulness being here, having the opportunity to showcase this wonderful destination to our Lufthansa City Center partners. I must say there is a very strong match with what our customers are looking for, a sustainable destination,' said Brix.
'As a network, we are actively exploring ways to foster sustainable travel. More travellers, especially from Europe, are looking to explore new, nature-rich and environmentally-conscious destinations and Sabah fits that perfectly,' he added.
Although European tourist arrivals to Sabah are still relatively modest, Brix believes there is great potential to expand, especially with LCC's extensive global reach across 110 countries and 320 partner agencies.
'We are happy to be here, and we are sure that after this experience, we can further develop these opportunities, not just for Europeans, but globally. We cover over 110 countries and have a vast network of partners,' he said.
As a leading global travel agency franchise with strong expertise in the MICE sector, LCC is encouraged by rising demand from clients across Germany, Europe, and beyond.
'We clearly see that the MICE segment, not only for Lufthansa City Center but across the trade in Europe, is growing steadily. Within our network in Europe, South America, Asia and Africa, our MICE specialists are reporting rising interest and bookings,' Brix revealed.
Describing Sabah as an ideal MICE destination, he highlighted its appeal as a venue for meetings in nature, offering a balance of city convenience and rich biodiversity.
'This is a perfect place to host meetings in a city that isn't too large but has excellent infrastructure and fantastic flight connections. And it is not just about business. Many of our clients love to combine work trips with nature-based leisure experiences,' he said.
Many Germans might not immediately recognise Sabah, but once you say Borneo, it clicks and now that we've experienced it, we become ambassadors for this destination, said Brix.
Beyond MICE, Brix believes Sabah is perfectly suited to the growing niche market of nature seekers and explorers.
'Our customers increasingly value destinations that are lesser-known, authentic, and offer adventure. Sabah has exactly that from pristine forests to coastal escapes. It is not about mass tourism, but rather about the explorers. And that segment is growing,' he said.
He concluded by emphasising LCC's strength in the Free Independent Traveller (FIT) segment and its strong Asian destination knowledge, especially among Germans and Europeans who 'love Asia and love discovering the unknown.'
'There is so much more to be explored here, and the message we're taking home is that Sabah is ready to welcome the world,' he said.
In welcoming LCC to Sabah for the first time, Assistant Tourism, Culture, and Environment Minister cum chairman of the Sabah Tourism Board, Datuk Joniston Bangkuai, said the event signals growing international recognition of Sabah as a strategic MICE partner.
'This regional meeting reinforces our potential as a preferred MICE destination in the Asia Pacific. Through partnerships like these, we not only showcase Sabah's diverse tourism offerings but also strengthen our ties with global travel leaders who share our passion for authentic, sustainable travel experiences.
'The timing of this gathering is especially meaningful as we gear up for Visit Malaysia Year 2026, with Sabah proudly adopting the tagline 'Explore Sabah' to invite the world to discover what makes us truly unique,' he said.
The LCC Regional Meeting APAC, Joniston added, continues to serve as a platform for strategic dialogue, fostering innovation and collaboration across borders in one of the world's most dynamic travel markets.
'We would also like to thank Sabah Tourism Board Deputy chairman Datuk KL Tan, who is an LCC member. For me, he was, in a way, instrumental in bringing this meeting here,' he said.
Last year Sabah received 8,000 tourists from Germany.
The Lufthansa City Center (LCC) Regional Meeting APAC was held from May 14 to 16 with outstanding local support from the Sabah Tourism Board and the local Lufthansa City Center member and DMC partner Borneo Trails.
The event gathered 40 high-level LCC travel agency owners and decision-makers from 11 countries, including participants from Germany, 10 ASEAN countries as well as China, underscoring the global relevance of the APAC travel market.
Kota Kinabalu was chosen as the venue as it is rapidly emerging as a premier destination for MICE. Its unique blend of modern infrastructure, strategic location, and natural beauty offers a compelling proposition for event organizers and Lufthansa City Center as global travel network worldwide. At the same time its excellent connectivity within the APAC region made them vote for Kota Kinabalu for the first time in the LCC history.
This year's agenda is built around five pressing topics shaping the industry, global geopolitical impact on the APAC region, AI and innovation in travel, Sales in the digital age, DMC and destination authenticity and modern airline retailing.
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