KOTA KINABALU: July 2026
The Sabah Tourism Board (STB) is realigning its strategy to strengthen collaboration with industry stakeholders ahead of Visit Sabah 2027.
Assistant Minister to the Chief Minister and STB chairman Datuk Joniston Bangkuai said engagement with industry players is vital to ensure Visit Sabah 2027 initiatives are practical, focused and responsive to changing global tourism trends.
Speaking at the STB Clusters Engagement on Proposed Strategies and Initiatives for Visit Sabah 2027, he said Sabah’s tourism performance in the first five months of the year reflected the combined efforts of stakeholders across the industry.
However, Joniston said the industry should not become complacent despite the encouraging results.
“The global tourism landscape is changing. Competition between destinations is becoming more intense, while travellers’ preferences are shifting faster than ever.
“The question is no longer just how we attract more visitors, but how we remain competitive and relevant in the years ahead,” he said.
Joniston said the success of Visit Sabah 2027 depends on airlines, hotels, tour operators and community-based tourism operators taking the lead in developing commercially viable, high-impact products.
He said the Sabah Government would continue to support the industry through destination marketing, infrastructure and policy coordination.
However, he said the private sector must drive product innovation.
He urged industry players to invest in new ideas instead of relying on government funding for every project.
“The private sector is best placed to identify market opportunities and develop new experiences.
“I encourage the industry to invest and use its creativity to develop attractions and experiences that give tourists strong reasons to choose Sabah and return for repeat visits.
“All initiatives under Visit Sabah 2027 must be measurable and deliver clear economic benefits to the tourism industry and local communities across the state.
“The state government and STB will continue to provide an enabling environment to strengthen public-private partnerships and ensure they deliver results as we approach 2027,” he said.
Joniston added that STB would hold a separate engagement with relevant government departments and agencies to discuss the concerns and proposals raised during the cluster engagement.
