KOTA KINABALU: The Lufthansa City Center (LCC) Regional Meeting APAC officially begins today, bringing together 40 senior travel agency owners and decision-makers from 11 countries.
Taking place from May 14–16, 2025, this bi-annual gathering highlights Sabah’s growing prominence as a premier hub for Meetings, Incentives, Conferences and Exhibitions (MICE) in the Asia Pacific region.
Supported by the Sabah Tourism Board and local DMC partner Borneo Trails, the event marks the first time LCC has selected Kota Kinabalu as its host city.
The meeting will feature delegates from Germany, ASEAN nations, and China – a testament to the strategic significance of the APAC travel market.
“Sabah’s mix of modern infrastructure, natural beauty, and excellent regional connectivity made Kota Kinabalu an ideal choice,” said Heiko Brix, Managing Director of Lufthansa City Center International.
“We are grateful for the incredible support from the Sabah Tourism Board and Borneo Trails, who have curated a unique and memorable programme for our delegates.”
This year’s agenda addresses five critical topics shaping the travel industry:
* The global geopolitical landscape and its effect on the APAC region
* Artificial intelligence and innovation in travel
* Digital-age sales strategies
* Destination authenticity and the evolving role of DMCs
* Trends in modern airline retailing
Delegates will benefit from an engaging mix of strategic discussions, professional development, and cultural immersion.
A key highlight is the “DMC Live Tour” – a three-hour curated journey offering participants an insider’s look at Sabah’s offerings.
Two exclusive networking dinners will further showcase the state’s rich heritage and natural charm.
Welcoming LCC to Sabah, Assistant Tourism, Culture and Environment Minister and Sabah Tourism Board Chairman Datuk Joniston Bangkuai described the event as a major milestone.
“This regional meeting reinforces our potential as a preferred MICE destination in the Asia Pacific. Through partnerships like these, we not only highlight Sabah’s diverse tourism offerings but also forge stronger connections with global travel leaders who value authentic, sustainable travel,” he said.
He added that the event aligns perfectly with the lead-up to Visit Malaysia Year 2026, for which Sabah has adopted the tagline ‘Explore Sabah’ to invite the world to discover its unique attractions.
The LCC Regional Meeting APAC continues to serve as a vital platform for cross-border collaboration and innovation in one of the world’s fastest-growing travel regions.
About Lufthansa City Center (LCC):
LCC is the world’s largest independent travel agency franchise network, comprising 600 offices in 110 countries and generating a turnover of €7.6 billion in 2024. The network includes both leisure and corporate travel agencies, with 280 offices and approximately 1,800 staff in Germany alone. Globally, LCC employs around 5,700 people across 320 offices, with international operations managed by Lufthansa City Center International GmbH, based in Frankfurt, Germany. LCC offers a globally consistent yet locally relevant service model, designed to respect the cultural and market dynamics of each region.
More information: https://lufthansa-city-center.com/en
