Dedicated individuals and organisations celebrated for contributions to tourism promotion

Joniston (right) engages with Japanese content creators, alongside STB chief executive officer Julinus Jeffery Jimit (2nd right)

27 September 2025

KOTA KINABALU: The Sabah Tourism Board (STB) has honoured outstanding individuals and organisations whose creativity and dedication have elevated Sabah’s profile as a world-class destination, presenting them with the Friends of STB Recognition Awards.

Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai, who is also STB Chairman, presented the awards during a welcoming dinner for participants of the second edition of Tumimung – The Art of Digital Storytelling on Friday (26 September).

Among those recognised were Leon Kuan (@sesatinmalaysia), who received the Socialite of STB (Local) award; Mem Umie of Mem Umie Travel & Tour, who was honoured as Industry Player; Places Malaysia Media, which received the Organisation award; international content creator Mikey Bustos, who was named Socialite of STB (International); and N. Deriy Jor, who was recognised as a Passionate Contributor.

STB Chief Executive Officer Julinus Jeffrey Jimit and STB Digital and Communications Manager Jessica Andreana Francis were also present at the ceremony.

Joniston emphasised that the awards celebrate the vital role of content creators, entrepreneurs, and organisations in amplifying Sabah’s tourism story through digital platforms. He suggested that culture could serve as a future theme for Tumimung, noting its power to weave together Sabah’s strengths in culture, adventure, and nature.

“Culture itself encapsulates these elements and can be a compelling medium to share stories about Sabah. It resonates with both visitors and locals, and would be especially fitting for Visit Malaysia Year 2026,” he said.

The two-day event, organised by STB’s Digital and Communication Unit, brought together conservation experts, entrepreneurs, and digital storytellers for panel discussions and sharing sessions.

Key speakers included Sabah Forestry Department Chief Conservator of Forests Datuk Frederick Kugan, Sabah Parks Director Datuk Dr Maklarin Lakim, and Sabah Wildlife Department’s Head of Conservation Education and Corporate, Siti Nur’ain Ampuan Acheh, who highlighted the crucial link between conservation and tourism.

Entrepreneurs such as Sabah Tea General Manager Martin Kong, Uinah founder Matthias Liew, and Kelarai by Emily founder Emily Jeneble shared their brand journeys, while RK DIGITAL Founder Richard Ker presented a case study on “From Local Stories to Global Reach: Smart Content with AI.”

The programme concluded today (27 September) with a lively outdoor treasure hunt and tree-planting activities, reinforcing the event’s theme of sustainability and community engagement.