Sabah Raises the Bar on Tourism Standards Ahead of Visit Malaysia 2026

13 February 2026

SEMPORNA: Sabah continues to prioritise the strengthening of its tourism and hospitality standards as it positions itself as a must-visit destination for both domestic and international travellers.

As part of these efforts, State Tourism, Culture and Environment Minister Datuk Jafry Ariffin met tourism stakeholders in key areas including Tawau and Semporna to gather feedback and address operational challenges first-hand.

He was accompanied by Assistant Minister Dr Andi Md Shamsureezal Mohd Sainal and the Ministry’s Deputy Permanent Secretary, Mary Malangking.

During the Semporna engagement session on Thursday (12 February), Jafry emphasised that visitors’ experiences depend not only on Sabah’s natural attractions, but also on professional management and robust industry support systems.

“Our visitors come for our beauty and culture, but the quality of service they receive matters just as much,” he said.

He further highlighted that Semporna, together with other major destinations across Sabah, remains a key driver of the state’s tourism growth.

With visitor numbers steadily rising, Jafry encouraged operators to raise service standards, uphold transparent practices and ensure that their offerings deliver genuine value to travellers.

“We are working closely with stakeholders to strengthen training programmes, encourage best practice and promote responsible, sustainable tourism management.

“As part of Visit Malaysia 2026, these initiatives are focused on achieving measurable improvements, from service quality to responsible destination management,” he added.

Earlier, on Wednesday (11 February), Jafry met industry players in Tawau as part of his outreach to tourism stakeholders along the east coast.

The engagement sessions in Semporna and Tawau were also attended by representatives from the respective District Offices, the Sabah Tourism Board (STB) and the Ministry of Tourism, Arts and Culture (MOTAC).

The Sabah Tourism Board also held an engagement session with the Malaysian Association of Hotels (MAH) Sabah/Labuan Chapter on 11 February to foster dialogue on industry challenges, service expectations and strategies to raise hospitality standards across the state.

Jafry reiterated that the Ministry and STB remain committed to working closely with stakeholders to support high-quality service delivery and sustainable tourism development throughout Sabah.