By Olivia Miwil
KOTA KINABALU: For Visit Malaysia 2026 (VM2026) to succeed in Sabah, Kota Kinabalu International Airport (KKIA) must be treated as a strategic tourism asset, said Assistant Minister to the Chief Minister Datuk Joniston Bangkuai.
He said the current condition of the airport falls short of expectations for a state capital and an international gateway.
"Airports are not merely transport infrastructure. They are the first and last physical touchpoints of a destination's brand.
"A poor airport experience directly undermines national marketing efforts, regardless of how strong promotional campaigns may be," he said after inspecting KKIA facilities, including toilets, following viral postings on cleanliness issues.
Joniston, who is also Sabah Tourism Board, chairman, said that although airport toilets were recently renovated, broken fittings and intermittent water supply in some areas continue to undermine basic service standards and traveller confidence.
On the arrival experience, he said slow passenger clearance processes often lead to congestion and frustration, particularly for long-haul travellers.
He added that even at designated green lanes, passengers' luggage is frequently subjected to full inspection, defeating the purpose of risk-based clearance and creating an unpleasant first impression of Sabah and Malaysia.
Joniston also urged Malaysia Airports to invest in additional seating at departure holding areas, improve lighting, and upgrade visibly old and dirty baggage conveyor belts.
Issues extend beyond the terminal, he said, citing confusing and inaccurate signage in parking areas that causes traffic bottlenecks, potholes and poorly maintained road surfaces that pose safety risks, as well as dirty parking bays.
Touching on broader concerns surrounding VM2026, Joniston said that while the campaign aims to increase tourist arrivals, strengthen Malaysia's global branding and stimulate tourism-related economic activity, industry players are still seeking clarity on tangible incentives for travellers and direct support mechanisms for licensed accommodation providers.
He warned that Malaysia faces intense regional competition, with neighbouring countries offering reduced visa requirements, subsidised airfares, tax incentives for tourism operators and aggressive destination marketing.
"Without comparable measures and solid ground-level readiness, Malaysia risks losing market share despite strong branding efforts," said Joniston, who is also a former Sabah Tourism, Culture and Environment Assistant Minister.
Also present were Kota Kinabalu City Hall, deputy director-general (operations), Robert Lipon, and KKIA airport manager, Jefry Ramli.
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