Kota Kinabalu: The East Coast is considered safe to visit due to security measures by the Eastern Sabah Security Command (Esscom), said Sabah Enhanced Travel Innovation Association (Setia) Chairperson, Christina Wahida Kong
She said increased promotion and visitation will benefit local communities, accommodation providers, restaurants and related service operators, contributing to sustainable economic growth in Sabah’s east coast.
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A familiarisation trip was organised to raise awareness and confidence that Semporna and Tawau are safe destinations to visit.
Setia and Sabah Tourism Board organised the trip from Feb 5 to 8, 2026 to highlight must-visit destinations, aligning with the broader goals of Visit Malaysia 2026.
During the trip, 12 travel agency representatives inspected Semporna to gain a better understanding of tourism products.
“This initiative focuses on promoting only licensed operators to ensure visitor safety and service quality, as well as equipping agents with accurate information about Semporna’s tourism products.
“It also seeks to curb random or uninformed selling practices, thereby preventing scams and safeguarding tourists,” she added.
Tawau remains an underrated destination, often bypassed by tourists, resulting in lost tourism revenue for the district, she said.
“With its strong tourism potential and quality products, and in line with the government’s call to promote Tawau, this initiative aims to bring travel agents to experience and learn firsthand about Tawau’s tourism offerings,” said Christina.
Setia encouraged travel agencies to include Tawau in future tour packages.
With Sabah’s domestic tourism expenditure growing strongly, she said such initiatives help convert increased visibility and product familiarity into bookings and local economic impact.
