KOTA KINABALU: The Sabah Tourism Board (STB) will establish a dedicated crisis response unit to safeguard the state's tourism industry amid growing global uncertainties.
The move comes against the backdrop of ongoing geopolitical tensions in the Middle East and rising operational costs, which could affect travel demand and industry stability.
STB chief executive officer Julinus Jimit will take on an additional role as chief strategy officer as part of an organisational restructuring, overseeing planning, coordination and response measures across the sector.
The decision was made during an STB board meeting chaired by Assistant Minister to the Chief Minister and STB chairman Datuk Joniston Bangkuai yesterday, following concerns over external factors that could impact travel demand, airline operations and market stability.
The Tourism Crisis Response Unit will report directly to the board of directors to ensure close oversight and timely updates on 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 warned that geopolitical tensions, particularly 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 mitigating external shocks, including fluctuations in fuel prices, 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 also intensify its focus on the domestic market as a stabilising force amid global uncertainties.
Separately, the board 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 enhance marketing efforts for 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.
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