KOTA KINABALU: The Sabah Tourism Board (STB) is setting up a crisis response unit for industry players amid global uncertainties and geopolitical tensions, especially in the Middle East.
Assistant Minister to the Chief Minister Datuk Joniston Bangkuai, who is also STB chairman, said this is needed to safeguard Sabah's recovering tourism industry amid these volatile environments.
He said growing global uncertainties, particularly the ongoing Middle East conflict and rising operational costs, will affect travel demand, airline operations and market stability.
He said these external factors could influence both international and domestic travel patterns, fuel prices and airline route planning, with potential knock-on effects on Sabah's connectivity and visitor arrivals.
"As a destination with strong international linkages, we must stay alert and respond proactively. These developments require close monitoring and continuous engagement with airlines and industry players," said Bangkuai.
He said the crisis response unit will focus on formulating strategies to mitigate external shocks, including fluctuations in fuel prices, while ensuring Sabah remains competitive, accessible and attractive to both international and domestic markets. It will also facilitate regular engagement sessions with key stakeholders, including hoteliers, airlines and tour operators, to strengthen coordination, align messaging and enable quicker response to emerging challenges.
Bangkuai said recognising the need to strengthen internal resilience, STB will intensify its focus on the domestic market as a stabilising force. Meanwhile, he said the board also proposed the formation of a Joint STB–Kota Kinabalu City Hall (DBKK) Tourism Development and Marketing Committee to enhance coordination in the state capital.
The committee will identify new attractions, strengthen existing offerings and ensure more cohesive marketing efforts for Kota Kinabalu as a key gateway to Sabah, he added.
"We cannot afford to work in silos. Our strategies must be coordinated and aligned with industry players, airlines and communities. With Visit Sabah 2026 ahead, we need to move forward in a focused and united manner," said Bangkuai.
The crisis unit will be headed by STB chief executive officer Julinus Jeffery Jimit, assisted by deputy CEO Humphrey Ginibun, who will assume the role of chief strategy officer as part of an ongoing organisational restructuring.
The move was deliberated during an STB board meeting chaired by Bangkuai on Tuesday, following concerns over external factors that could impact travel demand and market stability.
