Amazing Borneo has completed a strategic M&A integration with Rustic Travel, bringing their team, experience, and capabilities into the Amazing Borneo family as part of the company’s long-term growth strategy. Through this acquisition, Rustic Travel’s Founder and CEO, Peter Stenberg Hansen, has been appointed Chief Operations Officer (COO) of Amazing Borneo effective 1 December 2025.
This move marks a significant milestone for Amazing Borneo as it continues strengthening its operational foundation and expanding its presence across Malaysia. Rustic Travel’s established experience in the European inbound market, along with its industry relationships and operation expertise, reinforces Amazing Borneo’s ability to scale nationally, enhance its MICE capabilities, and support future West Malaysia expansion. The combined strengths of both companies reinforce Amazing Borneo’s position as one of Malaysia’s leading Destination Management Companies.
Peter Stenberg Hansen Appointed as COO
Peter brings over a decade of leadership experience in the Asian tourism industry. As Founder and CEO of Rustic Travel, he built a company known for high-quality guest experiences, strong commercial partnerships, and responsible tourism practices across multiple international markets.
Originally from Denmark, Peter has built deep roots in Sabah over the years and brings a genuine passion for the region’s tourism landscape. He also holds significant corporate leadership experience from his tenure with ITW Performance Polymers, part of the Fortune 200 Illinois Tool Works group, and from his time in Singapore where he led multinational teams in a major MNC logistics environment.
His leadership at Rustic Travel also helped shape the company’s reputation in key long-haul markets, giving him a deep understanding of global inbound demand and partner expectations, expertise that will now support Amazing Borneo’s next phase of growth.
In his role as COO, Peter will oversee operational excellence across Amazing Borneo, lead the integration of Rustic Travel into the company’s systems, and drive nationwide growth efforts.
Elevating Sustainability & Community Impact
This acquisition also strengthens Amazing Borneo’s sustainability leadership through the addition of Sabahan sustainability strategist Melissa Alut Lim, who leads Rustic Travel’s sustainability programmes and was instrumental in securing the company’s Travelife Partner certification.
Melissa also leads Rustic Borneo Craft, a Sabah-based social enterprise that was recently recognised as the only Malaysian winner at the ASEAN Social Enterprise Development Programme (ASEAS SEDP 4.0) for its work in empowering indigenous women through sustainable, locally sourced production.
She further strengthens the company's ESG capabilities with her certification in Sustainability Strategies and Green Economy from Singapore Management University (SMU-ExD).
“We are thrilled to welcome Rustic Travel into the Amazing Borneo family,” said Amazing Borneo CEO Kenji Yeo, “This M&A integration marks an important milestone for us as we strengthen our capabilities and expand our presence across Malaysia. Peter’s appointment as COO brings deep operational expertise and international insight to our leadership team, and we are equally pleased to welcome Melissa, whose sustainability work and community engagement experience further enhance our long-term commitment to responsible tourism.”
“I am excited for Rustic Travel to join Amazing Borneo at such an exciting time of growth for the company,” Peter shared, “Both companies share a common commitment to service quality, sustainability, and meaningful travel experiences. I look forward to working closely with the Amazing Borneo team creating even greater value for our partners and travellers across Malaysia and beyond.”
This transition marks a major step in Amazing Borneo’s evolution as a trusted, forward-moving Malaysian Destination Management Company. With strengthened capabilities, expanded leadership, and a shared commitment to responsible and meaningful tourism, Amazing Borneo looks forward to a new chapter of collaborative growth, delivering world-class, responsible travel experiences across Malaysia.