The Sabah Tourism Board (STB) will set up a tourism crisis response unit to steer the industry through growing global uncertainties stemming from the Middle East conflict and rising operating costs.
Chief executive officer Julinus Jeffery Jimit will head the unit, and assisted by his deputy Humphrey Ginibun who will assume the role of chief strategy officer under an ongoing organisational restructuring.
The unit will oversee planning, coordination and response measures across the tourism sector.
The decision was made at an STB board meeting chaired by Assistant Minister to the Chief Minister and STB chairman Datuk Joniston Bangkuai, following concerns over external pressures that could affect travel demand, airline operations and market stability.
The unit will report directly to the board of directors to ensure close oversight and keep members informed of developments and strategic decisions.
Joniston said that while Sabah’s tourism industry is on a recovery path, the global operating environment is becoming increasingly volatile.
He said geopolitical tensions in the Middle East could influence both international and domestic travel patterns, fuel prices and airline route planning, with potential knock-on effects on Sabah’s connectivity and visitor arrivals.
“As a destination with strong international linkages, we must stay alert and respond proactively. These developments require close monitoring and continuous engagement with airlines and industry players,” he said.
The unit will focus on formulating strategies to mitigate external shocks, including fuel price fluctuations, while ensuring Sabah remains competitive, accessible and attractive to both international and domestic markets.
It will also facilitate regular engagement with key stakeholders, including hoteliers, airlines and tour operators, to strengthen coordination, align messaging and enable quicker responses to emerging challenges.
STB will intensify its focus on the domestic market as a stabilising force amid current global uncertainties to strengthen internal resilience.
The board also proposed forming a joint STB–Kota Kinabalu City Hall (DBKK) Tourism Development and Marketing Committee to improve coordination in developing and promoting tourism products in the state capital.
The committee will identify new attractions, strengthen existing offerings and ensure more cohesive marketing of Kota Kinabalu as a key gateway to Sabah.
“We cannot afford to work in silos. Our strategies must be coordinated and aligned with industry players, airlines and communities. With Visit Sabah 2026 ahead, we need to move forward in a focused and united manner,” he said.
