Joniston (front, eighth left) with ASIA 2025 influencers during the dinner reception in Kota Kinabalu. Also seen are Abdul Rahman (front, ninth left), Khairul (front, seventh left) and Tay (front, ninth right). – photo courtesy of STB
KOTA KINABALU: Social media influencers from ten countries are in Sabah this week to explore the state’s cultural, natural, and culinary experiences as part of a familiarisation trip under the All Star Influencers Award (ASIA) 2025.
The influencers from Japan, Uzbekistan, the Middle East, Thailand, Indonesia, the Philippines, Russia, China, Vietnam and Malaysia were welcomed by Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai during a dinner reception hosted by STB at the Marriott Hotel here yesterday.
They arrived in Kota Kinabalu yesterday and are scheduled to depart on Oct 17.
The ASIA 2025 platform brings together content creators on a journey across eight Malaysian states to produce creative content highlighting the beauty of local culture, nature and tourism destinations.
Joniston said Sabah’s participation in the initiative offers an opportunity for the group to gain first-hand exposure to the state’s unique attractions and local way of life, allowing them to share authentic travel stories with their audiences.
Over the next two days, the group will visit the Mari Mari Cultural Village to experience traditional Kadazan wedding and ritual showcases, followed by a trip to the highlands of Kundasang.
Joniston also encouraged the influencers to try a spot or two from the newly launched Kota Kinabalu Food Trail, which features 29 selected restaurants that highlight the city’s diverse dining scene.
During his engagement with several influencers, they shared that it was their first time visiting Sabah and that they were already captivated by the city’s coastal views, particularly the sunset and islands from the rooftop of the Marriott Hotel.
“I am told that these influencers have a combined following of more than 700 million, and if we can attract even one per cent of that reach, it would already be meaningful for Sabah,” he added.
He further urged them to share their feedback and insights after their tours, noting that their perspective would help Sabah refine its tourism offerings to suit different traveller profiles.
Joniston added that collaboration with digital storytellers is a key part of STB’s marketing strategy, bridging traditional promotion with contemporary online influence.
“Digital storytellers can help expand Sabah’s reach, and we should continue working closely with content creators to shape how the world experiences Sabah,” he added.
Present were ASIA 2025 Chief Executive Officer and organiser Datuk Abdul Rahman Soltan, Tourism Malaysia Sabah Deputy Director Khairul Amir Anuar and STB Senior Deputy Chief Executive Officer Tay Shu Lan.
