By WU VUIDE
KOTA KINABALU: The Sabah Enhanced Travel Innovation Association (SETIA) will continue to promote Sabah as a tourism destination through sales missions, familiarisation trips and product development.
Its chairman Christina Wahida Kong said the association would also focus on professional training, exploring new markets and building partnerships to support the growth of Sabah’s tourism industry.
She was speaking at SETIA’s second annual general meeting at a hotel on Oct 17.
Established in March 2025, SETIA brings together tourism professionals to share business opportunities and strengthen industry collaboration.
Christina said key achievements during the 2025–2026 term included the community-based tourism adoption programme in Kota Marudu, a health tourism sales mission to Balikpapan, Indonesia, and defensive driving training in collaboration with the Sabah Skills and Technology Centre.
These initiatives received support from the Sabah Tourism Board.
SETIA also organised a sales mission to Ho Chi Minh City, Vietnam, involving 21 travel agents from Sabah.
The mission received coverage in the Vietnamese press, helping to raise awareness of Sabah as a tourism destination and strengthen ties between tourism industry players.
Christina said SETIA remained committed to supporting the extended Visit Sabah Year 2027 through destination promotion and closer cooperation with tourism stakeholders.
The initiatives aim to create business opportunities for members, support local communities and improve professionalism in the tourism industry.
She said SETIA would encourage greater member participation and develop strategic partnerships to help tourism businesses adapt to changing economic conditions and travel trends.
Christina thanked the association’s members, committee members, government agencies, industry partners and supporters for their continued support.
Christina (sixth, right), together with SETIA members during the AGM.
