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STB to forge airline partnerships aligned with its growth

Transport Minister Anthony Loke (2nd left) alongside Sabah Tourism Board chief executive officer Julinus Jeffrey Jimit (2nd right) and Malaysia Airports Holdings Berhad acting group chief executive officer Mohamed bin Rastam Shahrom (left) at the Route Asia 2024 in Langkawi.

KOTA KINABALU: Sabah Tourism Board (STB) is actively pursuing partnerships with airlines to revitalise and expand route networks.

Chief Executive Officer Julinus Jeffrey Jimit had recently led the STB team in proactive engagements with airlines at the recently concluded Route Asia Forum 2024 in Langkawi.

The three-day event that ended on Feb 29 provided STB with a valuable platform to strategise with key players in the aviation industry, including airlines, airports, tourism authorities, and other stakeholders.

Among the airlines STB has engaged with are Scoot, AirAsia, IndiGo, Lufthansa, Turkish Airlines, Vietjet, Jetstar, HK Express, and Air India.

Highlighting the importance of this initiative, Sabah Tourism Board Chairman Datuk Joniston Bangkuai emphasised the board’s commitment to partnering with airlines that share its vision for growth.

“Aligning with airlines, whether Malaysian or foreign, that cater to Sabah’s target markets is vital for tourism growth,” he stated.

Joniston further highlighted that this strategic approach not only expands Sabah’s tourism presence but also enhances its position in key markets.

In line with this vision, STB aims to establish Sabah as a must-visit destination in the Asia Pacific region, leveraging the partnerships forged through this proactive approach.

Meanwhile, Julinus emphasised STB’s focus on tapping into emerging markets such as India and Central Asia.

He stated collaborating with airlines at Route Asia 2024 allows STB to engage potential partners who can effectively cater to Sabah’s diverse target markets.

“Through these partnerships, STB aims to optimise route networks and improve connectivity both to and within Sabah, ultimately enhancing the tourism experience for visitors,” he said.

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