KOTA KINABALU: Strong collaboration between government agencies and industry players is vital to achieving Malaysia’s tourism ambitions, especially as the country prepares for Visit Malaysia 2026.
This was the message from Deputy Tourism, Arts and Culture Minister Datuk Khairul Firdaus Akbar Khan at the launch of the Star Karnival Cuti-Cuti Malaysia (SKCCM) here yesterday.
“What matters most is the cooperation between the government and agencies. This synergy is what allows programmes like SKCCM to be successfully implemented,” he said, highlighting how teamwork between Tourism Malaysia, the Sabah Tourism, Culture and Environment Ministry, and Star Media Group (SMG) helped deliver an impactful travel event for Malaysians.
The three-day SKCCM Sabah edition, which began Friday, marks the finale of the nationwide “Explore. Experience. Excite.” campaign, a joint initiative by SMG and Tourism Malaysia to promote domestic travel and heritage-driven entrepreneurship.
Sabah was chosen as the final stop for its strong tourism potential in both inbound and outbound domestic travel.
“Sabah is not just known for its friendly people. We also have beautiful islands, majestic mountains and extraordinary ancient forests. This carnival shows how committed we are to promoting local tourism,” said Khairul, noting that 80 exhibitors took part this year, including travel agents, homestay operators, craft artisans and cultural performers.
He also addressed affordability, a key concern among travellers.
“We’ve heard many complaints about high airfares. Through collaborations with Firefly, Malaysia Airlines and our dedicated tourism partners, we are offering holiday and flight packages at more accessible prices,” he said.
In line with this, the event also featured the unveiling of Fly Borneo Vol. 3: Surreal Experiences, a campaign offering 26 curated travel packages across Sabah, Sarawak and Labuan.
These packages, together with airfare discounts from Malaysia Airlines and Firefly, aim to make Borneo’s hidden gems more reachable for Malaysian travellers.
“We want to help the tourism industry maximise returns from the holiday activities of our own people. At the same time, we want to give the rakyat the chance to enjoy good-value travel within Malaysia,” Khairul added.
SMG group chief executive officer Chan Seng Fatt and Tourism Malaysia deputy director-general (planning) Datin Rafidah Idris also attended the SKCCM, which celebrates Malaysia’s rich cultural diversity, heritage experiences and community spirit – a testament to the success of the collaboration.
