Sabah Tourism Board engages with AIRASIA, MAH Sabah/Labuan, and representatives from key tourism players to explore collaboration to strengthen tourism ecosystem.
KOTA KINABALU : – The Sabah Tourism Board (STB) held a high-level meeting with AirAsia and the Malaysian Association of Hotels (MAH) Sabah/Labuan Chapter to explore collaborative efforts to strengthen Sabah’s tourism ecosystem.
Assistant Tourism, Culture, and Environment Minister cum STB Chairman Datuk Joniston Bangkuai attended the meeting on Friday, focused on enhancing synergy between the aviation and hospitality sectors to support Sabah’s tourism targets for the year.
A key point raised during the meeting was how the hospitality sector can play a more active role in supporting connectivity efforts, mainly through mutually beneficial initiatives that enhance tourist arrivals.
“It is essential for all stakeholders, including the hospitality sector, to work together to create a welcoming environment for visitors.
“Effective collaboration will ensure tourists continue to choose Sabah as their preferred destination,” said Joniston.
Representatives from the Sabah Association of Tour and Travel Agents, Malaysian Chinese Tourism Association, and Sabah Tourists Association attended the meeting.
Joniston added that STB would hold a broader dialogue session involving hotel operators, transportation providers, and relevant state agencies.
“Bringing everyone together allows more inclusive discussions and collaboration in finding practical solutions that benefit all parties involved,” he said, adding STB will facilitate the discussion.
Present at the meeting were STB Chief Executive Officer Julinus Jeffery Jimit, AirAsia Deputy Group Chief Executive Officer (Airline Operation) Captain Datuk Chester Voo, AirAsia Malaysia Chief Executive Officer Captain Datuk Fareh Mazputra, and MAH Sabah/Labuan Chapter Chairperson Hafizan
