SABAH STRENGTHENS TOURISM PLANS AHEAD OF VISIT MALAYSIA 2026

KOTA KINABALU: Assistant Minister of Tourism, Culture and Environment Datuk Joniston Bangkuai has called for Sabah to be given a fair share of tourism funding from the federal government as preparations for Visit Malaysia 2026 gain momentum.

Speaking at a tourism industry engagement session organised by the Sabah Tourism Board (STB) today, Joniston said Sabah’s consistent performance in attracting international visitors reflects its significant contribution to the national tourism sector.

“Sabah has done well in terms of bringing international visitors to Malaysia and meeting our 2024 tourist arrival targets.

“As we gear up for Visit Malaysia 2026, I sincerely hope that Sabah will receive the support and fair allocation it deserves from the Ministry of Tourism, Arts and Culture (MOTAC) to further drive Malaysia’s tourism success,” he said.

Joniston, who also serves as Chairman of STB, said a list of proposals for Visit Malaysia 2026 had been submitted for Sabah, and he hoped for a favourable response.

He added that STB is expected to meet with the MOTAC Minister soon to discuss the proposals further.

In October last year, Prime Minister Datuk Seri Anwar Ibrahim said the federal government had set aside nearly RM550 million to support tourism activities and prepare for Visit Malaysia Year 2026.

While stressing the importance of continued collaboration between the government and the private sector, Joniston noted that strategic backing from federal authorities is essential to unlock Sabah’s full tourism potential.

“Continuous engagement is about keeping things real. We want to ensure our plans are not just ideas on paper, but are shaped by meaningful input from our industry players,” he said.

He acknowledged the critical role of tourism operators and local communities in driving Sabah’s tourism growth, and encouraged stakeholders to continue innovating and collaborating closely with STB and relevant government bodies.

Also present was STB Chief Executive Officer Julinus Jeffery Jimit, who presented updates on ongoing initiatives and key focus areas as Sabah fine-tunes its strategies to meet evolving market demands.