Royal Brunei Airlines Strengthens Ties with Sabah Tourism Board to Boost International Connectivity

30 June 2025

KOTA KINABALU: Royal Brunei Airlines (RB) reaffirmed its longstanding commitment to Sabah through the signing of a Memorandum of Collaboration (MoC) with the Sabah Tourism Board, aiming to strengthen international connectivity and elevate the state as a world-class travel destination.

Speaking at the signing ceremony, Captain Sabirin Abd Hamid, CEO of Royal Brunei Airlines, described the event as a celebration of a "meaningful and enduring partnership" and underscored Sabah’s significant place in the airline’s history.

“As we celebrate our 50th anniversary this year, we proudly recall that Kota Kinabalu was one of our very first destinations when we began operations on 14 May 1975,” he said.

“This enduring relationship is a testament to the deep bonds we’ve nurtured, founded on shared goals of growth, connectivity, and prosperity.”

In 2023, Royal Brunei carried 46,275 passengers to Kota Kinabalu, accounting for 2.43% of arrivals at Kota Kinabalu International Airport.

While a modest share, Captain Sabirin noted this figure highlights the vast potential for further growth.

“As we expand our global network, we are committed to increasing traffic into Sabah and introducing more international travellers to its natural beauty, cultural richness, and growing healthcare offerings.”

To meet rising demand, RB increased its weekly Kota Kinabalu flights from eight to nine earlier this year, reflecting heightened interest from both leisure and business travellers. This step, Captain Sabirin added, aligns with the shared vision of linking Sabah more effectively with global markets.

The past year has seen significant developments in RB’s international operations. The airline launched a new service to Chennai in November, added Balikpapan to its network in February, and recently resumed flights to Beijing, moves Captain Sabirin described as "strategic steps in reinforcing our regional and international footprint."

Beyond route expansion, Royal Brunei Airlines is equally focused on elevating the travel experience. The airline’s cabin crew has been recognised as the World’s Leading Cabin Crew for five consecutive years by the World Travel Awards, a reflection of its “Ikhlas from the Heart” service ethos, delivering warm Bruneian hospitality at a world-class standard.

Captain Sabirin also praised the fruitful collaboration with Sabah Tourism over the years, noting several joint marketing campaigns and familiarisation trips aimed at positioning Sabah and Borneo more prominently on the global tourism map.

Among these initiatives is the “Hello Kawan” campaign, now in its third year, which features Kota Kinabalu as a key destination and continues to drive inbound interest across RB’s network.

Looking ahead, the partnership is poised to extend into new sectors. Sabah Tourism is set to lead a promotional roadshow across Balikpapan, Samarinda, and Nusantara, with a particular emphasis on medical tourism, a strategic move supported by RB.

“An estimated two million Indonesians travel abroad annually for medical treatment, spending nearly USD 11.5 billion."

"With Sabah’s excellent medical infrastructure and shorter waiting times, the potential for growth in this sector is immense,and I fully support this initiative,” said Captain Sabirin.

He concluded by reaffirming Royal Brunei Airlines’ dedication to supporting regional development through meaningful collaboration, adding, “This partnership with the Sabah Tourism Board is not just about aviation or tourism, it is about shared values, long-standing trust, and a joint commitment to progress.”

During the MoC, STB was represented by its CEO Julinus Jeffery Jimit. Also present during the event were Minister of Tourism Culture and Environment Datuk Christina Liew and Assistant Minister Datuk Joniston Bangkuai.