Sabah to establish tourism crisis response unit amid global uncertainties

1 April 2026

KOTA KINABALU: The Sabah Tourism Board (STB) will set up a dedicated crisis response unit to safeguard the state’s tourism industry in the face of growing global uncertainties, including the ongoing Middle East conflict and rising operational costs.

The unit will be led by the STB Chief Executive Officer, supported by a Deputy Chief Executive Officer who will assume the role of Chief Strategy Officer as part of an organisational restructuring.

The new structure is intended to strengthen planning, coordination and response measures across the tourism sector.

The decision was made during an STB board meeting chaired by Assistant Minister to the Chief Minister and STB Chairman Joniston Bangkuai on Tuesday, following concerns over external factors that may affect travel demand, airline operations and overall market stability.

The Tourism Crisis Response Unit will report directly to the Board of Directors to ensure close oversight and keep members fully informed of developments and strategic decisions.

Joniston said that while Sabah’s tourism industry is on a recovery trajectory, the global operating environment is becoming increasingly volatile. He noted 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 remain vigilant and respond proactively. These developments require close monitoring and continuous engagement with airlines and industry players,” he said.

The unit will focus on developing strategies to mitigate 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 sessions with key stakeholders, including hoteliers, airlines and tour operators, to strengthen coordination, align messaging and enable quicker responses to emerging challenges.

In a bid to enhance internal resilience, STB will intensify its focus on the domestic market as a stabilising force amid global uncertainties.

Meanwhile, the board has proposed the establishment of 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 is expected to identify new attractions, strengthen existing offerings and ensure more cohesive 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,” Joniston added.