Kota Kinabalu: The Sabah Tourism Board (STB) has intensified its market diversification efforts 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 with key tourism stakeholders throughout the three-day summit organised by the Ministry of Tourism Saudi Arabia, which took place from Nov 11-13.
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The delegation also included Deputy Chief Executive Officer II Humphrey Ginibun and Senior Manager (Research) Angeline Engchuan.
Julinus said the Middle East continues to emerge as a promising market for Sabah, supported by strong growth in tourist arrivals.
From January to September 2025, Sabah recorded 3,220 arrivals from the Middle East, compared to 1,498 arrivals in the same period last year.
“The sharp rise in arrivals shows growing awareness of Sabah among Middle Eastern travellers, who are increasingly drawn to immersive nature and wellness experiences.
“STB presence at the first TOURISE summit enabled us to highlight Sabah’s unique attractions to new audiences, including the Saudi Tourism Minister, His Excellency Ahmed Al Khateeb,” he said.
Throughout the summit, STB held targeted meetings with travel agencies and airlines, where Sabah’s offerings in nature, adventure, wellness, Muslim-friendly tourism, cultural experiences, and luxury nature retreats were presented.
As part of efforts 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 talks are ongoing, with the proposed route expected to improve connectivity and create two-way travel opportunities between Sabah and Saudi Arabia.
STB will continue working with the Saudi Tourism Authority (STA) to explore arrangements for both inbound and outbound travel, supporting the potential establishment of a scheduled charter flight.
