STB strengthens Middle East Outreacg at tourism summit

14 November 2025

KOTA KINABALU: The Sabah Tourism Board (STB) has strengthened its market diversification strategy following its participation in Saudi Arabia’s inaugural tourism summit, TOURISE 2025, recently held in Riyadh.

Led by Chief Executive Officer Julinus Jeffery Jimit, the STB delegation engaged extensively with key tourism stakeholders throughout the three-day summit, organised by the Saudi Ministry of Tourism and held from 11–13 November.

The delegation also comprised Deputy Chief Executive Officer II Humphrey Ginibun and Senior Manager (Research) Angeline Engchuan.

Julinus said the Middle East continues to stand out as a promising market for Sabah, backed by strong and rising tourist arrivals.

From January to September 2025, Sabah recorded 3,220 arrivals from the Middle East, compared with 1,498 during the same period last year.

“The sharp rise in arrivals demonstrates growing awareness of Sabah among Middle Eastern travellers, who are increasingly attracted to immersive nature and wellness experiences."

“STB’s presence at the first TOURISE summit enabled us to showcase Sabah’s unique attractions to new audiences, including the Saudi Minister of Tourism, His Excellency Ahmed Al Khateeb,” he said.

Throughout the summit, STB held targeted meetings with travel agencies and airlines, presenting Sabah’s offerings in nature, adventure, wellness, Muslim-friendly tourism, cultural experiences, and premium nature retreats.

To enhance accessibility, STB has also initiated discussions with Middle Eastern carriers on the feasibility of establishing a direct scheduled charter route between Jeddah and Kota Kinabalu.

Preliminary discussions are under way, with the proposed route expected to boost connectivity and facilitate two-way travel opportunities between Sabah and Saudi Arabia.

STB will continue working closely with the Saudi Tourism Authority (STA) to explore arrangements for both inbound and outbound travel in support of the potential scheduled charter service.