Sabah premieres a sun bear documentary in Singapore to highlight its unique eco-tourism offerings and conservation efforts to international travellers.
SINGAPORE: Sabah is amplifying its position as a leading eco-tourism destination with the international premiere of a documentary about a rescued sun bear.
The 90-minute film, “Itam: A Sun Bear Story”, had its Singapore debut on Wednesday. Produced by Singapore-based Brainchild Pictures, it chronicles the rehabilitation and release of a Bornean sun bear named Itam.
Itam’s journey from the Bornean Sun Bear Conservation Centre to the Tabin Wildlife Reserve forms the documentary’s core narrative.
Sabah Tourism Board chairman Datuk Joniston Bangkuai said the film illustrates the synergy between conservation and tourism.
“When you follow Itam’s journey, you get a sense of what we are working towards in Sabah, that conservation and tourism are not separate but go hand in hand,” he stated at the premiere event.
He added that the experience is central to the destination’s appeal, highlighting Sandakan’s unique role as home to the world’s only Bornean Sun Bear Conservation Centre.
The premiere was timed to coincide with Earth Day 2026, underscoring its environmental message. Joniston also emphasised Singapore’s strategic importance as an aviation hub for accessing Sabah.
“Strong connectivity through Singapore helps us stay accessible and relevant to long-haul travellers, particularly from Europe, who are increasingly seeking nature-based, responsible travel experiences,” he said.
The event marks a targeted effort to engage a key international audience and promote Sabah’s unique wildlife and conservation narrative.
