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Kota Kinabalu: The Sabah Tourism Board (STB) will establish a dedicated crisis response unit to safeguard the state’s tourism industry amid global uncertainties, including geopolitical tensions and rising operational costs.

The unit will be led by Chief Executive Officer Julinus Jeffery Jimit, with Deputy Chief Executive Officer Humphrey Ginibun assuming the role of Chief Strategy Officer to oversee planning, coordination and response measures under an organisational restructuring.

The decision was made during a board meeting chaired by Assistant Minister to the Chief Minister and STB Chairman Joniston Bangkuai on Tuesday, following concerns over external factors affecting travel demand, airline operations and market stability.

The Tourism Crisis Response Unit will report directly to the Board of Directors and focus on mitigating external shocks, including fuel price fluctuations, while strengthening coordination with industry stakeholders and maintaining Sabah’s competitiveness and accessibility.

The Board also proposed forming a joint STB-City Hall (DBKK) Tourism Development and Marketing Committee to enhance coordination in developing and promoting tourism products in Kota Kinabalu.