KOTA KINABALU: Sabah is intensifying efforts to safeguard its tourism industry against global disruptions and rising air transport costs amid the global energy crisis, says state Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
Jafry said that his ministry, through the Sabah Tourism Board (STB), was providing targeted support and strategic marketing to sustain demand and air connectivity.
"We recognise the pressures faced by our industry players. Our focus is to strengthen domestic and regional markets, while positioning Sabah as a premium destination that can attract high-spending visitors less affected by rising travel costs," he told the state assembly on Monday (April 27).
Justin Wong (Warisan-Sri Tanjong) wanted to know what measures were being taken to mitigate the disruption of international tourist arrivals amid rising air travel costs, as well as the cancellation of inbound flights.
Jafry said domestic tourism campaigns were being stepped up to stabilise the industry if international arrivals decline.
"We are also focusing on North Asian and South-East Asian markets such as China, South Korea, Japan and regional neighbours less impacted by global airspace disruptions.
"We are also promoting premium tourism segments to balance higher travel costs by attracting quality tourists with stronger spending power," he said.
Jafry said STB has held engagement sessions with airlines, tourism associations and accommodation providers to align their plans with the state's strategies.
He said they would also hold a special session with tourism players to address diesel supply issues faced by operators.
The matter would be taken up with the Federal Government to seek help for those who need more fuel for their operations.
"We will continue to help industry players remain resilient and sustainable, ensuring that tourism continues to contribute to Sabah’s economic growth," Jafry added.
