Sabah is positioning itself as a must-visit destination for domestic and international visitors, said Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
He said the move aims to further strengthen the state’s tourism and hospitality standards.
To this end, Jafry held meetings with key tourism players in Tawau and Semporna to gather feedback and address operational challenges firsthand.
He was accompanied by Assistant Minister Dr Andi Md Shamsureezal Mohd Sainal and the Ministry’s Deputy Permanent Secretary, Mary Malangking.
During the Semporna engagement on Feb 12, Jafry stressed that visitors’ experiences depend not only on Sabah’s natural attractions but also on professional management and strong industry support systems.
“Our visitors come for our beauty and culture, but how they experience our service matters just as much,” he said.
He added that Semporna, along with other major destinations in Sabah, remains a key driver of the state’s tourism growth.
With visitor numbers steadily increasing, Jafry encouraged operators to upgrade service standards, maintain transparent practices, and ensure experiences deliver real value to travellers.
“We are working closely with our stakeholders to strengthen training programmes, encourage best practices, and promote responsible, sustainable tourism management.
“As part of Visit Malaysia 2026, these initiatives focus on measurable improvements, from service quality to responsible destination management,” he added.
On Feb 11, Jafry met industry players in Tawau as part of his outreach to tourism stakeholders on the east coast.
The Semporna and Tawau engagement sessions were also attended by representatives from the respective District Offices, the Sabah Tourism Board (STB), and the Ministry of Tourism Arts and Culture.
STB also held an engagement session with the Malaysian Association of Hotels on Feb 11 to foster dialogue on industry challenges, service expectations and ways to raise hospitality standards across the state.
Jafry reiterated that the Ministry and STB remain committed to working with stakeholders to support high-quality service and sustainable tourism across Sabah.
