Sabah Tourism to Strengthen Private Sector Role in Driving Industry Growth

19 January 2026

KOTA KINABALU: The Sabah Tourism Board (STB) will enhance its role in supporting and facilitating tourism initiatives led by the private sector, as part of efforts to strengthen the state’s tourism ecosystem, said Assistant Minister to the Chief Minister and STB Chairman Datuk Joniston Bangkuai.

He said that while the government, through STB, provides strategic direction, resources and support, tourism industry players are ultimately responsible for driving tourism activities, marketing and sales.

“The focus is on creating a tourism ecosystem where the private sector leads promotional activities initiated by the Sabah Tourism Board,” said Joniston, who recently resumed his role as STB chairman following the state election.

Joniston was speaking at a meeting with STB’s top management and unit heads, led by Chief Executive Officer Julinus Jeffery Jimit, during which he outlined key priorities, including strengthening both domestic and international tourism.

He encouraged greater use of domestic travel expos as platforms for tour operators to reach wider audiences, while internationally, STB will focus on facilitating travel agents as the main drivers of bookings and market penetration.

Joniston also stressed the importance of scaling up the promotion of Sabah’s month-long Kaamatan Festival and other state-specific celebrations as key tourism drivers during festive periods.

Efforts will include integrating festival promotions into domestic and international travel expos, strengthening partnerships with tour operators and travel agents to develop festival-based travel packages, and leveraging city-based activations and cultural showcases to extend visitor stays and increase tourism spending.

In addition, Joniston, whose portfolio as Assistant Minister includes oversight of Kota Kinabalu City Hall (DBKK), emphasised the need for close collaboration with DBKK to promote Kota Kinabalu as a key urban destination.

“We will identify joint opportunities to position Kota Kinabalu as Sabah’s main entry point and a compelling city destination, leveraging events, attractions and strong industry partnerships,” he said.

The initiatives align with preparations for Visit Malaysia 2026, as Sabah simultaneously gears up for Visit Sabah 2027, underscoring the importance of coordinated engagement between industry stakeholders and government agencies.

On internal priorities, Joniston reminded STB management of their core responsibilities, stressing the importance of professionalism, effective coordination and ensuring that all actions consistently reflect the Board’s mandate and role.