KOTA KINABALU: Sabah Tourism Board (STB) will strengthen its role in shaping and supporting tourism initiatives led by the private sector, said Assistant Minister to the Chief Minister cum STB chairman Datuk Joniston Bangkuai.
He said the government, through STB, would provide strategic direction, resources and support, while industry players drive tourism activities and sales.
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“The focus is to create a tourism ecosystem where the private sector drives promotional activities initiated by the STB,” said Joniston, who has reassumed the STB chairmanship following the recent state election.
Joniston said this after meeting STB’s top management and unit heads led by chief executive officer Julinus Jeffery Jimit, where priorities included strengthening domestic and international tourism, expanding festival promotion such as the month-long Kaamatan celebrations, and collaborating with the City Hall to position the capital as a key urban destination.
He said the efforts align with Visit Malaysia 2026 as Sabah prepares for Visit Sabah 2027, while reminding STB management to uphold professionalism, coordination and clarity of purpose.
