The Sabah Tourism Board, or generally known as Sabah Tourism, is an agency of the Sabah State Government operating under the purview of the Ministry of Tourism, Culture and Environment. Sabah Tourism’s primary responsibility is the marketing and promotion of tourism for the State.
Tourism is Sabah’s third largest and one of the important income generating sectors which supports more than 80,000 jobs. Striving to ensure that tourism remains an important economic pillar, Sabah Tourism, continues to promote and market Sabah as a world-class premier eco tourism destination.
In the effort of promoting Sabah and in ensuring the success and sustainable growth of the sector, Sabah Tourism is working closely with industry players. The continued effort of Sabah Tourism, with the Ministry of Tourism, Culture and Environment and industry players, directly contributes to the overall development of the tourism sector on both national and international scale.
Since it was established in August 1976, Sabah Tourism’s responsibilities have continually expanded and defined to cater to the current needs of the global tourism market.
Today Sabah Tourism constitutes seven divisions: Digital & Communications, Research, MICE, Marketing, Product , Finance & Corporate Services and Internal Audit.
Sabah Tourism’s wholly owned subsidiary Sri Pelancongan Sabah Sdn Bhd (SPS), supplements and complements the efforts of Sabah Tourism by working closely with the tourism industry in event management, publicity and publication as well as supply and sale of local handicrafts.
Sabah Tourism has Tourist Information Centre at their office located at No. 51 Jalan Gaya, Kota Kinabalu. The Sabah Tourism Board and Sri Pelancongan operation hours are as follows:
Sabah Tourism Operation Hours:
Sri Pelancongan Operation Hours:
To market position SABAH, Malaysian Borneo as the premier nature adventure destination in the world.
To achieve 10% of the national tourism receipt by the year 2020.
Board of Directors
YB. Datuk Joniston Bin Lumai @ Bangkuai
CHAIRMAN SABAH TOURISM BOARD
YBhg. Dato’ Dr. Jelin Bin Dasanap @ Jelani bin Hamdan
DEPUTY CHAIRMAN SABAH TOURISM BOARD
YBhg. Datuk Asnimar Binti Haji Sukardi
YBhg. Datuk Tan Kok Liang
YBhg. Datuk Robert Tan
YBhg. Tuan Duis Kandayon @ Walter Kandayon
YBhg. Tuan Dusin Bin Gingging
YBhg. Tuan Lu Kim Yen @ Lu Kim Yung
YBhg. Puan Ummi Nabilah Binti Jamal
YBhg. Tuan Amran Bin Karim
YBhg. Tuan Christopher Leong Yun Feng
YBhg. Puan Hajah Musliati Binti Moslimin
YBhg. Puan Roslinah Binti Abd Hamid
YBhg. Dr. Jamili Nais
YBhg. Dr. Maklarin Bin Lakim
YBhg. Tuan Augustine Tuuga
YBhg. Puan Anthea Jipanus
YBhg. Puan Noredah Othman
Sabah Tourism Board
Kevin Chin Kui Vun
DEPUTY GENERAL MANAGER
Tay Shu Lan
DEPUTY GENERAL MANAGER
Domestic, Brunei, China, Hong Kong, Taiwan, Korea, Japan
SENIOR MARKETING MANAGER
Singapore, Philippines, Indonesia, Thailand, Vietnam, Australia, New Zealand, Europe, Americas, United Kingdom, India, Middle East, Russia
India, Middles East, Russia
Normegawati Binti Sapian
Senior Research Manager
Julinus Jeffrey Jimit
Senior Product Manager
Halimah Haji Hassan
Communications & Digital Manager
Corporate Services Manager
Ernnie Chrnnie Donatus
Finance & Accounts Manager
Internal Audit Manager