Lufthansa City Center Regional Meeting APAC to take place in vibrant Kota Kinabalu, 14–16 May
Kota Kinabalu, 14 May 2025:
- Lufthansa City Center International holds their LCC Regional Meeting APAC in Kota Kinabalu from 14-16 May 2025
- Lufthansa City Center decision makers from 11 countries attend
- Strong support from Sabah Tourism Board highlights regional commitment to travel innovation and cultural exchange.
The Lufthansa City Center (LCC) Regional Meeting APAC will be held from 14–16 May 2025 in the dynamic coastal city of Kota Kinabalu, with outstanding local support from the Sabah Tourism Board and the local Lufthansa City Center member and DMC partner Borneo Trails. The event will gather 40 high-level LCC travel agency owners and decision-makers from 11 countries, including participants from Germany, 10 ASEAN countries as well as China, underscoring the global relevance of the APAC travel market. Kota Kinabalu as venue was chosen as it is rapidly emerging as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). Its unique blend of modern infrastructure, strategic location, and natural beauty offers a compelling proposition for event organizers and Lufthansa City Center as global travel network worldwide – at the same time its excellent connectivity within the APAC region made us vote for Kota Kinabalu for the first time in the LCC history.
This year’s agenda is built around five pressing topics shaping the industry:
- Global geopolitical impact on the APAC region
- AI and innovation in travel
- Sales in the digital age
- DMC and destination authenticity
- Modern airline retailing
LCC delegates will benefit from three days of rich exchange, professional development, and immersive cultural experiences. A standout element of the program is the DMC Live Tour, a three-hour curated experience designed to provide attendees with in-depth destination knowledge and firsthand local insights. Additionally, two exclusive networking dinners will highlight Sabah’s natural beauty and cultural heritage.
Heiko Brix, Managing Director of Lufthansa City Center International, expressed his appreciation for the warm welcome and extensive cooperation with Sabah Tourism Board: “We are deeply grateful for the incredible support of the Sabah Tourism Board and our local partner Borneo Trails. Their dedication, the selection of stunning venues, and the authentic cultural experiences have made Kota Kinabalu an outstanding choice for our LCC APAC meeting. Our travel experts are sure to leave with renewed inspiration and deeper knowledge of this unique destination.”
In welcoming LCC to Sabah for the first time, Assistant Tourism, Culture, and Environment Minister cum Chairman of the Sabah Tourism Board Datuk Joniston Bangkuai said the event signals growing international recognition of Sabah as a strategic MICE partner. “This regional meeting reinforces our potential as a preferred MICE destination in the Asia Pacific. Through partnerships like these, we not only showcase Sabah’s diverse tourism offerings but also strengthen our ties with global travel leaders who share our passion for authentic, sustainable travel experiences. The timing of this gathering is especially meaningful as we gear up for Visit Malaysia Year 2026, with Sabah proudly adopting the tagline ‘Explore Sabah’ to invite the world to discover what makes us truly unique”, continues Datuk Joniston Bangkuai.
The LCC Regional Meeting APAC continues to serve as a platform for strategic dialogue, fostering innovation and collaboration across borders in one of the world’s most dynamic travel markets.
About Lufthansa City Center:
Lufthansa City Center (LCC) is the world's largest independent franchise company in the travel agency market with 600 offices in 110 countries and a total turnover of 7.6 billion Euros (business year 2024). LCC is active in the leisure (tourism) and corporate (business travel) sectors. The chain of owner-managed medium-sized travel agencies includes 280 offices with around 1,800 employees in Germany. Outside of its home market Germany (which is operated by the German franchisor Lufthansa City Center Reisebüropartner GmbH), the travel agency network employs around 5.700 people in 320 offices. Responsible for all world-wide agencies is Lufthansa City Center International GmbH, the international franchisor located in Frankfurt/Germany. Lufthansa City Center offer a global programme with local relevance to nurture the cultural differences and dynamics required in each market. A global presence with local capabilities ensures the best opportunity for delivering exceptional customer service. Further information is available at lufthansa-city-center.com/en.
