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 read more...