THE Sabah government is hoping to lure 2.2 million visitors this year, said state Tourism, Culture and Environment Minister Christina Liew at the launch of the state’s new tourism slogan: “Feel Sabah, North Borneo”.

“For the time being, we have just opened the border, so our target is about 2.2 million arrivals.

“We hope we can reach the target, but the more the merrier.

“Before we closed the border, 4.25 million people visited Sabah,” she said in Kuala Lumpur today.

Liew also visited the Sabah pavilion and flagged off a convoy of 10 out of 100 e-hailing vehicles advertising the new slogan.

Liew said the Feel Sabah, North Borneo tagline was also a nod to the history of Sabah, which was previously known as North Borneo.

“We are bringing people back to the history of Sabah and to feel the North Borneo ecotourism nature that we are offering.

“Many among the younger generation may not be aware of Sabah’s historical and colourful past.

“While they enjoy Sabah’s beautiful nature, warm hospitality, cultural heritage and iconic wildlife, they also get to experience treasures of yesteryear, such as antiques dating back to the North Borneo era.

“Furthermore, this emphasises our geographical location as a Malaysian state on the northern part of the Borneo Island,” she said. – Bernama, March 17, 2023.