Liew (third right) presenting a gift box of Sabah’s food products to Dr Fazekas. Looking on from left are Ken, Joniston, Francisco, Julinus and Lai.
BUDAPEST: Sabah Tourism, Culture and Environment Minister Datuk Christina Liew and Hungarian Tourism Agency (HTA) International Relations Programme Director Dr Marta Fazekas agreed that the meeting between the HTA and its Sabah counterpart Sabah Tourism Board (STB) marks the beginning of a fruitful collaboration.
They want the two organisations to explore the possibilities of collaboration.
Notably, HTA and STB are dedicated to promoting their respective regions as premier destinations, enriching the visitor experience, and fostering sustainable tourism practices.
“We are enthusiastic about the potential for collaboration with the Sabah Tourism Board, and believe that by joining forces, we can create innovative tourism experiences that highlight the best of what both our regions have to offer,” says Dr Fazekas, while the Minister looks forward to discussions (via online meetings) between officials from HTA and STB on potential partnerships.
Liew believes that opportunities abound in potential collaboration between HTA and STB, particularly in the areas of cultural exchange and eco-tourism. At this juncture, Dr Fazekhas mulls the idea of co-hosting events that highlight each other’s diverse cultures and natural beauty, saying such partnerships could enhance their tourism offerings and the importance of preserving their unique natural and cultural assets.
From Liew’s observation, there is an element of resemblance between Sabah and Hungary in respect of commitment to responsible and sustainable tourism. “And both states have hot springs as natural wonders of the Earth.
Amazingly, Hungary is endowed with 1,500 hot springs in the country. We also have a shared vision on environmental preservation.”
Earlier, responding to a question on hot springs from the Minister during a briefing on tourism in Hungary, Dr Fazekas said these natural treasures are a significant draw for tourists, including those from neighbouring European countries.
She said the hot springs are famed for their therapeutic properties and form an integral part of Hungary’s rich spa culture, which dates back to Roman times.
Asked on the promotion of these hot springs, Dr Fazekas said the exercise is carried out with the utmost respect for environmental sustainability and cultural heritage, ensuring that they can be enjoyed by generations to come. “Our agency actively markets these unique attractions through various channels, highlighting not only their health and wellness benefits but also their cultural significance and the beauty of their surroundings.”
According to Dr Fazekas, HTA works closely with local municipalities, spa operators, and environmental experts to ensure that these natural resources are managed responsibly. “This includes maintaining high standards of cleanliness and safety, preserving the natural environment surrounding the springs, and investing in infrastructure that ensures sustainable access to these attractions.”
In an interview on the potential synergies with STB, Dr Fazekas said: “While our focuses may differ due to the distinct natural and cultural heritages of Hungary and Sabah, Malaysia, there are indeed similarities in our strategic approaches.” These include marketing their unique landscapes and cultural experiences to a global audience, ensuring the sustainability of their attractions, and enhancing the quality of services provided to tourists, she added.
Given their shared commitment to sustainable tourism, the International Relations Program Director suggested that HTA and STB explore joint initiatives such as sharing best practices in the preservation and sustainable management of natural resources.
Also present were Malaysia Ambassador to Hungary Francisco Munis, Assistant Minister and STB Chairman Datuk Joniston Bangkuai, Ministry’s Permanent Secretary Josie Lai Mei Sing, Sri Pelancongan Sabah Chairman Ken Pan Ying On, and STB CEO Julinus Jeffery Jimit.
