Kota Kinabalu: The Sabah Tourism Board (STB) markets and promotes tourism packages based on the interests of specific countries, said Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
For example, he said China and Korea favour water-based recreation activities; wildlife-based activities and birdwatching are focused on the European market, while adventure tourism is targeted at Southeast Asia and Western markets.
“In addition to market-segment-based promotion, the Ministry organises annual tourism events that highlight Sabah’s uniqueness, including its cultural heritage, adventure tourism, and water recreation activities,” said Jafry in his winding-up speech in response to questions raised by the elected representatives during the 2026 Sabah Budget debate at the State Legislative Assembly.
He was responding to questions from Datuk Seri Shafie Apdal (Warisan-Senallang) and Datuk Jaujan Sambakong (Warisan-Sulabayan).
On the issue of Community Use Zones within Sabah Parks, raised by Jaujan, he said the park has outlined the concept of Multi-Use Parks at Tun Sakaran Marine Park (TMTS) and Tun Mustapha Park (TTM).
“Both parks are managed as modern marine parks based on zoned management plans that consider the conservation of marine resources and the socio-economic needs of local communities who rely on the park areas for income,” said Jafry.
He added that Sabah Parks has implemented the blue economy agenda by assisting and empowering communities in TMTS and TTM through modern multi-use park management based on science and zone management.
“This approach integrates marine ecosystem conservation with community capacity building, job creation, and community involvement in resource management. These efforts demonstrate the State Government’s commitment to ensuring a balance between environmental protection and the socio-economic well-being of Sabah’s coastal communities,” he said.
On the issue raised by Datuk Saifuddin Tahir (GRS-Pantai Manis) on promoting Pekan Lama Papar as a tourism product, he said the town is indeed one of the destinations actively promoted by STB
Among the initiatives implemented are experience-based tourism packages such as the “Tamu Train Ride” and “Train to Muara Sungai Benoni,” developed through strategic collaboration with the Sabah Railway Department and the Sabah Tourist Guide Association.
Additionally, STB, together with the Papar District Tourism Action Council, will publish an e-tourism brochure for Papar in 2026 to further promote the town and its surrounding areas.
On concerns regarding fishing activities within Pulau Tiga Park, he said the island is fully protected under the Parks Enactment 1984 [Amendment 2024] due to its sensitive and ecologically important areas.
However, he added, local fishermen are still permitted to conduct fishing activities outside the park boundaries, subject to other applicable regulations.
On the construction of a jetty in Tawau connecting Tawau to Semporna, raised by Justin Wong (Warisan-Sri Tanjung), he said the Ministry is currently studying and reviewing the feasibility of this development, particularly in terms of site selection and long-term suitability.
Regarding the need to upgrade tourist jetties, he said the Ministry continually collaborates with local authorities and the Ports and Harbours Department on related issues.
For Kota Kinabalu, he said the existing tourist jetty at Jesselton Point will be temporarily relocated to allow for the development of a new international-standard jetty. This project is a collaboration between Suria Capital and BEDI Development Sdn Bhd.
Another project involves the systematic upgrade of the tourist jetty at Pulau Manukan, funded by the Federal Government.
The Ministry has also submitted a request to upgrade the Semporna Tourist Jetty to accommodate increasing tourist demand for nearby islands and hopes the request will receive Federal Government approval.
Regarding the issue of illegal operators raised by both Justin Wong and Samuel Wong (Warisan-Luyang), he said the Ministry acknowledges the growing concern.
“My Ministry, together with the Ministry of Tourism, Arts and Culture (MOTAC), has taken firm action against this matter. MOTAC has also issued strict warnings to all companies under its supervision not to engage directly or indirectly with unlicensed entities or those without valid MOTAC licences.
“This prohibition includes cooperation, licence misuse, or any unauthorised use. Strict action will be taken to ensure compliance with the law, tourist safety, and the sustainability and reputation of the tourism industry,” said Jafry. In response to Datuk Wong Hong Jun (Warisan-Tanjung Aru) regarding crocodile conflicts, he said internationally, this crocodile species is listed under the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) in Appendix I as a controlled wildlife species.
“However, in Sabah, this species is listed in Schedule 2, Part I of Protected Animals under the Wildlife Conservation Enactment 1997 with CITES agreement, due to the increasing crocodile population and the existence of a proper management plan,” said Jafry.
He added that human-crocodile conflicts in Sabah are increasing due to forest clearance for agriculture or settlements, which disrupts crocodile habitats and causes overlap with human activity areas.
To prevent or mitigate crocodile attacks, he said the Sabah Wildlife Department has undertaken various collaborations and programmes to address human-crocodile conflicts. On the incident involving a tourist injured by an air gun, raised by Loi Kok Liang (Warisan-Api-Api), he said the case is under police investigation.
“The police are currently tracing witnesses and reviewing CCTV footage from Public Bank on Jalan Pantai and hope the recordings capture the incident,” he said.
The Ministry is closely monitoring the case in cooperation with the police, including obtaining updates on investigation results, ongoing safety measures, and ensuring coordinated action in the field, he said.
The Ministry takes tourist safety seriously, particularly for foreign visitors in Sabah, and emphasises that their security and well-being are a top priority of the State Government. It will continue to work with authorities to ensure public safety, including enhancing security monitoring at key tourist areas.
Regarding tourism promotion and marketing, raised by Samuel Wong (Warisan-Luyang), he said STB diversifies promotion to target different markets beyond existing ones, such as India, the Middle East, Central Asia, and Russia. This strategy avoids over-dependence on markets such as China and Korea.
STB also conducts high-impact collaborations with airlines such as AirAsia for Southeast Asia, North Asia, Indonesia, Korea, Vietnam, Singapore, and domestic tourism.
For markets in Europe, Australia, Japan, and India, the Board collaborates with Brunei Airlines. Other airlines, including Batik Air, MAS, and foreign carriers from Singapore, Korea, and China, also engage in smart marketing campaigns with STB, he added.
In addition to physical promotion and marketing, he said STB applies digital marketing methods, AR, VR, and AI marketing to attract youth and provide effective awareness of Sabah. This platform also promotes rural tourism extensively and accurately.
In 2025, he said STB collaborated with Realme, a smartphone brand with over 70 million users, especially in India, as a marketing platform. Additionally, to position Sabah as a leader in sustainable travel, STB partnered with DHL to promote Sabah in 220 locations worldwide. DHL uses SAF (Sustainable Aviation Fuel) as a commitment to reduce air pollution, he said.
To strengthen Sabah’s branding as a destination, the Explore Sabah: Naturally Inspiring, Beyond Ordinary logo will be launched in the first quarter of 2026, in line with Visit Sabah Year 2027 planning.
With this holistic marketing approach, STB focuses not only on tourist arrivals but also on inclusive tourism development toward responsible and sustainable tourism.
This has positioned Sabah as a top destination, not just for first-time visitors, but also achieving a 20 per cent repeat visitation rate in 2025.
