Kota Kinabalu: The 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 and STB Chairman Datuk Joniston Bangkuai.
He said that while the government, through STB, provides strategic direction, resources and facilitation, tourism industry players remain the primary drivers of tourism activities and sales.
“The focus is to build a tourism ecosystem where the private sector leads promotional activities initiated by STB,” said Joniston, who recently reassumed the board’s chairmanship following the state election.
He was speaking during a meeting with STB’s senior management and unit heads, led by chief executive officer Julinus Jeffery Jimit, where he also outlined key priorities, including strengthening domestic and international tourism.
Joniston said domestic tourism expos should be leveraged as platforms for tour operators to reach a wider audience, while internationally, STB will focus on facilitating travel agents as the main drivers of bookings.
He also emphasised the need to scale up promotion of Sabah’s month-long Kaamatan Festival and other state-specific celebrations as key tourism drivers during festive periods.
This includes integrating festival promotion into domestic and international expos, strengthening partnerships with tour operators and travel agents to develop festival-based itineraries, and leveraging city-based activations and cultural showcases to encourage longer visitor stays and higher spending.
Joniston, whose portfolio as Assistant Minister includes overseeing Kota Kinabalu City Hall (DBKK), also highlighted the importance of collaboration with DBKK to promote Kota Kinabalu as a key urban destination.
“We will identify joint opportunities to position Kota Kinabalu as Sabah’s main entry point and a key city destination, leveraging events, attractions and industry partnerships,” he said.
He added that these efforts are aligned with Visit Malaysia 2026, as Sabah concurrently prepares for Visit Sabah 2027, underscoring the need for coordinated engagement with industry players and government stakeholders.
On internal matters, Joniston reminded STB’s management of their responsibilities, emphasising professionalism, coordination and ensuring that all actions reflect the board’s mandate and role.
