STA announces new line up

7 May 2025

KOTA KINABALU: The Sabah Tourism Association (STA) announced the General Committee line-up and the Executive Committee line-up for 2025-2027 ushering in a new set of leadership, with the incoming committee expressing gratitude for past contributions and outlining a vision for the future of the state's vibrant tourism sector.

At a recent handover, the newly appointed Chairperson Melanie Chu of Camp Borneo Travel & Tours Sdn Bhd extended STA’s sincerest appreciation for the work, support and strong commitment demonstrated by the previous General Committee and Executive Committee.

She also acknowledged the unwavering support of STA member companies over the past two years. The new committee was warmly welcomed into their roles.

Boasting a combined wealth of knowledge in the tourism industry and expertise across various tourism-related fields, the new committee comprises a mix of experienced members and fresh faces. They are eager to collaborate closely with tourism authorities at both state and federal levels, as well as all relevant tourism stakeholders, to further enhance Sabah's tourism industry.

The upcoming term will provide the new committee with a crucial opportunity to review STA’s recent progress, present key initiatives, and strategically plan for the future. Key areas of focus will include enhancing visitor satisfaction, embracing digital transformation, and promoting sustainable practices.

These collective efforts aim to solidify Sabah's position as a premier destination, not only renowned for its nature and culture but also for its excellence in hospitality, retail, culinary experiences, and other service industries.

STA has historically served as a vital unifying platform, bringing together not just tour operators and travel agents, but also accommodation providers, shopping malls, restaurants, destinations, places of interest, transportation services, and other supporting service providers who significantly shape the visitor experience in Sabah. The association emphasized that sustainable tourism is not an isolated concept but "thrives through synergy and relationship building across the board."

Moving forward, STA is committed to remaining a relevant and integral part of the Sabah Tourism Industry, operating with purpose, professionalism, and pride. From supporting high-level tourism engagements to facilitating on-the-ground collaborations, STA intends to actively serve its members and elevate Sabah's profile through strong leadership, innovative ideas, and renewed energy.

The leadership line up is Chairperson: Melanie Chu (Camp Borneo Travel & Tours Sdn Bhd)

Deputy Chairman : Tonny Chew (Kinabalu Heritage Tours & Car Rental Sdn Bhd)

Hon. Secretary General : Christianne Goonting (Lavinia Private Art Gallery)

Hon. Treasurer : Christopher Shaw (Wisma Merdeka management Sdn. Bhd)

Executive Committee : Sue Chong- Hartley (Acorn Services)

Executive Committee : Vennie Ng (Luxe Ride Travel & Tours Sdn Bhd)

Executive Committee : Azzahnie Ahdie (Sabah Tea Resort Sdn Bhd)