KOTA KINABALU: Sabah is reinforcing its position as a premier travel destination by focusing on sustainable tourism, improving infrastructure, and empowering community-based tourism under its Culture, Adventure, and Nature (CAN) strategy.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said these initiatives are vital to ensuring long-term industry growth and attracting visitors, urging stakeholders to collaborate and explore new opportunities to showcase Malaysia’s best to the world.
“Our future initiatives include strengthening sustainable tourism, improving tourism infrastructure, and empowering community-based tourism.
"Achieving these objectives requires continuous support from the federal government,” she said when officiating an engagement session with Sabah tourism industry stakeholders at Hilton Kota Kinabalu on Monday (March 17).
She acknowledged the contributions from federal agencies, saying the support has played a key role in enhancing Sabah’s tourism landscape.
“We are truly grateful for the numerous grants and incentives that have been instrumental in maintaining the vitality of this sector.
"These include the Tourism Promotion Grant, Tourism Sector Support Grant, Aviation and Charter Sector Grant, and the Cultural Sector Support Grant, which have bolstered both domestic and international tourism in Sabah,” she said.
Organised by Tourism Malaysia, the engagement session aimed to strengthen partnerships among key industry players in anticipation of the Visit Malaysia 2026 (VM2026) campaign.
Liew said her ministry and the Sabah Tourism Board were honoured to be part of the initiative, which serves as a platform for collaboration and strategic discussions.
“As we prepare for VM2026, it is critical that we work together to achieve greater heights. Sabah Tourism remains committed to fostering strong partnerships, driving innovation, and ensuring our state continues to be a top destination in Malaysia and beyond,” she said.
Tourism Malaysia director-general Datuk Manoharan Periasamy said the engagement session provided a comprehensive overview of the VM2026 campaign, its strategic roadmap, and updates on available incentives and matching grants offered by the Tourism, Arts and Culture Ministry.
“The VM2026 theme, ‘Malaysia: A Sustainable and Culturally Rich Destination’, reflects the government’s commitment to attracting high-income tourists and strengthening Malaysia’s competitiveness as a leading international destination,” he said.
He emphasised that the collaboration between Tourism Malaysia and Sabah’s tourism stakeholders highlights the synergy between the public and private sectors.
“By working together on joint initiatives and activities, we aim to further promote Malaysia’s diverse tourism offerings and solidify the country’s position as a top travel destination,” he added.
Participants in the engagement session included leading industry players, associations, airlines, hoteliers, travel agencies, and tourism product owners.
