Visit Malaysia 2026 presents a significant opportunity for tourism players to enhance growth, visibility and innovation.
Sabah Tourist Association (STA) president Melanie Chu encouraged industry players to align their products, services and marketing efforts to benefit from the momentum of the national campaign.
“Let us support the campaign wholeheartedly and position Sabah strongly within it.
“We can turn this national initiative into meaningful opportunities for our businesses and communities.
“These events do not happen by chance. They require time, coordination and dedication, so your efforts are very much appreciated,” she said at an STA dinner themed “Camaraderie and Fun Night” held at a hotel.
Tourism can be challenging, but it can also be incredibly rewarding when stakeholders work together, she added.
Melanie said STA serves as a platform to bring people together and strengthen relationships, as operators are not working alone in the industry.
She said the association represents a diverse group of operators, businesses and professionals, all contributing in different ways within the same ecosystem.
“Our role is to advocate for our members, encourage collaboration and help create an environment where our businesses can grow sustainably,” she said.
To this end, she said STA is working closely with the Sabah Tourism Board, Tourism Malaysia, Ministry of Tourism, Culture and Environment (KePKAS), Ministry of Tourism, Arts and Culture (Motac) and the Sabah Convention Bureau.
She also expressed appreciation to the media for their continued support in highlighting initiatives that promote Sabah as a destination, noting their role in shaping perceptions and inspiring travellers.
“This partnership between NGOs and the public and private sectors is crucial if Sabah is to remain competitive and relevant in an ever-changing tourism landscape,” she said.
STA is also active in organising hiking trips for members, collaborating on blood donation drives and supporting the annual eco-friendly installation of Art by the Bay.
