Sabah Tourism to amplify support for private sector

KOTA KINABALU: The private sector should take the lead in tourism development, said Assistant Minister to the Chief Minister and Chairman of the Board Datuk Joniston Bangkuai.

The government through Sabah Tourism Board (STB) provides strategic guidance, resources, and support,  it is the tourism industry players that drive actual tourism activities and sales.

“The focus is to create a tourism ecosystem where the private sector drives promotional activities initiated by the STB," said Joniston in a statement, who reassumed the STB chairmanship after the recent Sabah 17th general election.

Joniston made the remarks during a meeting with STB's top management and unit heads led by the Chief Executive Officer Julinus Jeffery Jimit, where he also outlined key priorities including strengthening domestic and international tourism.

He urged to leverage domestic expositions as platforms for tour operators to reach a wider audience, while internationally, Sabah Tourism will focus on facilitating travel agents as the main drivers of bookings.

The assistant minister to Sabah Chief minister also asked to scale up promotion of Sabah’s month-long Kaamatan Festival and other celebrations unique to the state as key tourism drivers during the festive season.

This includes integrating festival promotion into domestic and international expos, strengthening partnerships with tour operators and travel agents to package festival-based itineraries, and leveraging city-based activations and cultural showcases to extend visitor stay and spending.

Joniston, whose portfolio as Assistant Minister includes overseeing Kota Kinabalu City Hall (DBKK), also emphasised the need for collaboration with DBKK to promote the capital as a key city destination.

“We will identify joint opportunities to position Kota Kinabalu as Sabah's main entry points as a key urban destination, leveraging events, attractions, and industry partnerships,” he said.

These efforts align with Visit Malaysia 2026, as Sabah simultaneously gears up for Visit Sabah 2027, highlighting the importance of coordinated engagement with industry partners and government stakeholders.

On internal priorities, Joniston reminded Sabah Tourism’s management of their key responsibilities, emphasising professionalism, coordination, and ensuring that all actions reflect the Board’s purpose and role.