KOTA KINABALU: Private tourism industry players can expect more support from Sabah Tourism Board (STB) this year.
STB chairman Datuk Joniston Bangkuai (pic), who disclosed this, said it included enhancing the support of tourism initiatives where the private sector took the lead.
He said while the state government, through STB, provided strategic guidance, resources and support, it is tourism industry players who drove 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 yesterday.
Bangkuai earlier met with the STB senior management and unit heads led by the CEO Julinus Jeffery Jimit to discuss key priorities including strengthening domestic and international tourism.
He encouraged leveraging domestic expos as platforms for tour operators to reach a wider audience.
Internationally, he said Sabah Tourism will focus on facilitating travel agents as the main drivers of bookings.
Bangkuai, who is Assistant Minister to the Chief Minister, said there was a need to scale up promotion of Sabah’s month-long Kaamatan Festival and other unique celebrations as key tourism drivers during the festive season.
Bangkuai, who oversees 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 a key urban destination, leveraging events, attractions and industry partnerships,” he said, adding that this aligned with Visit Malaysia 2026 and Visit Sabah 2027.
