Sabah Tourism Board (STB) will be drawing up plans to support tourism initiatives led by the private sector.
Assistant Minister to the Chief Minister and STB chairman Datuk Joniston Bangkuai said that while STB provides strategic guidance, resources and support, it is industry players who drive tourism activities and sales.
“The focus is to create a tourism ecosystem where the private sector drives promotional activities initiated by the STB,” said Joniston, who was reappointed as STB chairman following the recent State election.
Joniston said this during a meeting with STB’s top management and unit heads, led by Chief Executive Officer Julinus Jeffery Jimit, who also outlined key priorities to strengthen domestic and international tourism.
He encouraged tour operators to use domestic expos as platforms to reach a wider audience, while internationally, STB will facilitate travel agents as the main drivers of bookings.
He also said the promotion of Sabah’s month-long Kaamatan Festival and other celebrations unique to the state should be scaled up, as these are key tourism drivers during the festive season.
This includes integrating festival promotions into domestic and international expos, strengthening partnerships with tour operators and travel agents to package festival-based itineraries, and leveraging city-based activations and cultural showcases to extend visitor stays and spending.
Joniston, whose portfolio as Assistant Minister includes overseeing 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 Sabah’s main entry point and as a key urban destination, leveraging events, attractions and industry partnerships,” he said.
These efforts align with Visit Malaysia 2026, as Sabah simultaneously gears up for Visit Sabah 2027, highlighting the importance of coordinated engagement with industry partners and government stakeholders.
On internal priorities, Joniston reminded STB management of their key responsibilities, emphasising professionalism, coordination and ensuring that all actions reflect the board’s purpose and role.
