KOTA KINABALU: Private tourism industry players can expect more support from the Sabah Tourism Board (STB) starting this year.
STB chairman Datuk Joniston Bangkuai said this includes amplifying its role in drawing up and supporting tourism initiatives where the private sector takes the lead.
The Assistant Minister to the Chief Minister explained that while the Govt, through STB, provides strategic guidance, resources and support, it is the tourism industry players that drive actual tourism activities and sales.
"The focus is to create a tourism ecosystem where the private sector drives promotional activities initiated by the STB," he said in a statement on Monday.
Bangkuai made the remarks during a meeting with STB top management and unit heads led by chief executive officer Julinus Jeffery Jimit, where he also outlined key priorities including strengthening domestic and international tourism.
He encouraged leveraging domestic expos as platforms for tour operators to reach a wider audience, while internationally, Sabah Tourism will focus on facilitating travel agents as the main drivers of bookings.
He also stressed the need to scale up promotion of the month-long Kaamatan Festival and other celebrations unique to the state as key tourism drivers during the festive season.
This includes integrating festival promotion into domestic and international expos, strengthening partnerships with tour operators and travel agents to package festival-based itineraries and leveraging city-based activations and cultural showcases to extend visitor stay and spending.
Bangkuai, whose portfolio as Assistant Minister includes overseeing Kota Kinabalu City Hall (DBKK), also emphasised the need for collaboration with DBKK to promote the capital as a key city destination.
"We will identify joint opportunities to position Kota Kinabalu as Sabah's main entry points as a key urban destination, leveraging events, attractions and industry partnerships," he said.
These efforts align with Visit Malaysia 2026, as Sabah simultaneously gears up for Visit Sabah 2027, highlighting the importance of coordinated engagement with industry partners and Govt stakeholders.
On internal priorities, Bangkuai reminded Sabah Tourism management of their key responsibilities, emphasising professionalism, coordination and ensuring that all actions reflect the board's purpose and role.
