PUTRAJAYA: The Sabah Tourism Board (STB) and Tourism Malaysia have agreed to align their promotional strategies following the extension of the Visit Malaysia campaign to end-2027.
The engagement, held on Tuesday, saw STB led by chairman Datuk Joniston Bangkuai, while Tourism Malaysia was represented by its chairman Manoharan Periasamy.
Manoharan briefed the Sabah delegation on current priorities, noting that geopolitical factors have shifted focus towards domestic tourism and ASEAN markets under the revised campaign.
Joniston said closer coordination between federal and state agencies would be key to ensuring consistency in promotional efforts.
“With the Visit Malaysia campaign extended, it is important that we align our efforts so Sabah’s strengths are effectively positioned within the national strategy,” he said.
He added that Sabah would continue to highlight its cultural and nature-based tourism under Visit Sabah 2027, with events such as Kaamatan central to its destination branding.
Tourism Malaysia expressed support for Sabah’s direction and indicated readiness to assist in promotional efforts, including providing advertising space in strategic locations.
The meeting also touched on improving coordination for tourism grant applications, with Tourism Malaysia proposing the inclusion of state endorsement letters to streamline evaluations.
Joniston said Sabah would facilitate endorsements for eligible applicants in line with established criteria.
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