KOTA KINABALU: The private tourism players of Sabah must take the lead in developing new attractions and experiences if the state wants to stay competitive ahead of Visit Sabah 2027, says Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai.
He said while the state government would continue supporting the industry through destination marketing, infrastructure and policy coordination, businesses should spearhead product innovation instead of relying on government funding.
"The global tourism landscape is evolving, with competition between destinations becoming more intense and travellers' preferences shifting faster than ever," he said on Friday (July 10).
Joniston, who was speaking during the STB Clusters Engagement on 2027 Proposed Strategies and Initiatives here, noted that the question is no longer just how to attract more visitors, but how to remain competitive and compelling in the years ahead.
Joniston, who is also Assistant Chief Minister, said the tourism performance of Sabah in the first five months of the year reflected the combined efforts of industry players, but warned that the encouraging figures should not lead to complacency.
He said the success of Visit Sabah 2027 would depend on airlines, hotels, tour operators and community-based tourism operators introducing commercially viable products that encourage visitors to choose Sabah and return.
"I urge the private sector to lead with investments and creative expertise to develop new attractions and experiences that provide tourists with compelling reasons to choose Sabah and to return for repeat visits," he said.
Joniston added that all initiatives under Visit Sabah 2027 must deliver measurable results and tangible economic benefits to the tourism industry as well as local communities across the state.
He said STB would also engage relevant government departments and agencies to address concerns and proposals raised by tourism stakeholders as preparations for Visit Sabah 2027 gather pace.
