STB chief executive officer Julinus Jimit talking to tourism stakeholders in Tawau.
KOTA KINABALU: Tawau’s reputation as an eco-tourism destination on Sabah’s east coast was reinforced during an engagement session organised by the Sabah Tourism Board with local tourism players on Tuesday (July 29).
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew highlighted Tawau's appeal to nature lovers, conservation advocates, and eco-conscious travellers, urging stakeholders to build on this strength.
"Places like Tawau Hills Park offer not just towering tropical trees and rare species, but real opportunities for birding, nature photography, and wildlife experiences that more travellers are now looking for," she said in a speech delivered by her assistant minister Datuk Joniston Bangkuai, who is also Sabah Tourism Board chairman.
Liew noted that the district has long attracted researchers and conservationists due to its biodiversity and emphasised the importance of connecting destinations like Tawau to markets that value meaningful, community-driven travel experiences.
Currently, Tawau is served by five airlines: Malaysia Airlines, MASwings, Firefly, AirAsia, and Batik Air, with 154 weekly flights from Kuala Lumpur, Johor, Kota Kinabalu, and Sandakan, offering over 27,000 seats.
Liew said Tawau’s strong air connectivity is not the issue, but building on its strengths to position it as a destination in its own right rather than just a stopover is crucial.
The minister called for better collaboration between tourism operators, local communities, and government agencies to ensure that strategies are grounded in reality.
She stated that the Sabah Tourism Board will continue its efforts under the Explore Sabah campaign, designed to complement Visit Malaysia 2026 while driving domestic and international arrivals to districts like Tawau.
During the engagement, STB chief executive officer Julinus Jimit provided updates on the current tourism outlook, ongoing efforts under the state’s Explore Sabah campaign, and the potentials for Tawau.
The session is part of ongoing efforts to keep tourism development inclusive and aligned with Sabah’s overall direction.
