The Sabah Tourism Board (STB) is tapping into Royal Brunei Airlines’ (RBA) expanding network to boost arrivals to the state.
Last year, RBA carried 46,275 passengers to Kota Kinabalu, accounting for a modest 2.43 per cent of total arrivals.
RBA’s growing flight network covering Asean, North Asia, the Middle East, Oceania, the UK and beyond gives Sabah a competitive edge in attracting new and repeat travellers.
Seeing the potential, STB Chief Executive Officer Julinus Jeffrey Jimit and RBA Captain Sabirin Abdul Hamid signed a memorandum of collaboration at a resort here to enhance air connectivity.
Sabirin said RBA had increased its Kota Kinabalu flights from eight to nine per week to meet rising demand from both leisure and business travellers.
The airline’s network has expanded with the launch of a Chennai service last year and Balikpapan this year. The Beijing route was also recently reinstated.
He said Kota Kinabalu is featured as a key destination under its partnership with Tourism Malaysia’s “Hello Kawan” campaign.
RBA will also support STB’s upcoming roadshow to Balikpapan, Samarinda and Nusantara to promote medical tourism.
“This is timely and strategic, given that an estimated two million Indonesians seek treatment abroad each year, spending nearly USD 11.5 billion,” Sabirin said.
On the UK market, he said revenue from the Kota Kinabalu–London route rose 32 per cent in FY2024/2025. With stronger links, this growth is expected to continue into FY2025/2026.
RBA will also take part in the Global Bird Fair in Rutland this July at STB’s invitation, and both parties will launch a joint UK marketing campaign to promote Sabah.
“Visitors in London will see our joint ads on 17 iconic double-decker buses,” he said.
On India, he noted that Thailand welcomed 2.1 million Indian visitors in 2024, a 30 per cent increase, signalling strong potential for Sabah in the Indian market.
Tourism, Culture and Environment Minister Datuk Christina Liew, who witnessed the signing, said the agreement supports Sabah’s push to revive international tourism ahead of Visit Malaysia 2026 and Explore Sabah Year 2026/2027.
“Air access is one of the most vital drivers of tourism growth,” she said.
Liew said the partnership reflects a shared goal of mutual growth between Sabah and Brunei as close neighbours.
She assured both sides of her ministry’s full support and expressed hope the collaboration would bring long-term gains to Sabah’s tourism industry.
