By WU VUIDE
KOTA KINABALU: The Sabah Tourism Board (STB) is realigning its strategic approach for next year by prioritizing stronger collaboration with industry stakeholders to ensure long-term market relevance, product innovation, and sustainable growth.
Assistant Minister to the Sabah Chief Minister and STB chairman Datuk Joniston Bangkuai stated that regular engagement with industry players is essential to ensure that all Visit Sabah 2027 initiatives and beyond are practical, focused, and responsive to rapidly changing global market trends.
Speaking at the STB Clusters Engagement: 2027 Proposed Strategies and Initiatives, he noted that Sabah’s tourism performance in the first five months of this year reflects the collective hard work of stakeholders across the entire tourism sector.
However, Joniston cautioned that the industry must not become complacent despite these positive results.
“The global tourism landscape is evolving, with competition between destinations becoming more intense and travellers’ preferences shifting faster than ever.
“The question is no longer just how we attract more visitors, but how we remain competitive and compelling in the years ahead,” he said.
Joniston stressed that success for VS2027 relies on the industry, including airlines, hotels, tour operators, and community-based players, to take the lead in developing commercially viable, high-impact ideas.
He clarified that while the Sabah Government will continue to facilitate growth through destination marketing, infrastructure support, and policy coordination, the private sector must step up as the primary driver of product innovation.
He encouraged industry players to lead with their own ideas and investments, noting that government financial support should not be viewed as a prerequisite for every new venture.
The private sector is best positioned to identify market opportunities and develop the creative experiences necessary for growth, he said.
“I urge the private sector to lead with these investments and creative expertise to develop new attractions and experiences that provide tourists with compelling reasons to choose Sabah and to return for repeat visits.
“All initiatives for next year, particularly under the VS2027, must be measurable and capable of delivering clear economic benefits to both the tourism industry and local communities throughout the state.
“The State Government and STB will continue to provide an enabling environment for these partnerships, ensuring that the collaboration between the public and private sectors remains efficient and results-oriented as the state approaches 2027,” Joniston said.
He added STB would organise an engagement with relevant government departments and agencies, where all concerns and suggestions raised during the STB Clusters Engagement will be brought up for their attention.
Joniston speaking to tourism players during the engagement session.
