STB ENGAGES WITH AIRASIA, MAH SABAH/LABUAN TO STRENGTHEN TOURISM

KOTA KINABALU: The Sabah Tourism Board (STB) held a high-level meeting with
AirAsia and the Malaysian Association of Hotels (MAH) Sabah/Labuan Chapter to
explore collaborative efforts to strengthen Sabah’s tourism ecosystem.

Assistant Tourism, Culture, and Environment Minister cum STB Chairman Datuk
Joniston Bangkuai attended the meeting on Friday, focused on enhancing synergy
between the aviation and hospitality sectors to support Sabah’s tourism targets for
the year.

A key point raised during the meeting was how the hospitality sector can play a more
active role in supporting connectivity efforts, mainly through mutually beneficial
initiatives that enhance tourist arrivals.

“It is essential for all stakeholders, including the hospitality sector, to work together to
create a welcoming environment for visitors.

“Effective collaboration will ensure tourists continue to choose Sabah as their
preferred destination,” said Joniston.

Representatives from the Sabah Association of Tour and Travel Agents, Malaysian
Chinese Tourism Association, and Sabah Tourists Association attended the meeting.
Joniston added that STB would hold a broader dialogue session involving hotel
operators, transportation providers, and relevant state agencies.

“Bringing everyone together allows more inclusive discussions and collaboration in
finding practical solutions that benefit all parties involved,” he said, adding STB will
facilitate the discussion.

Present at the meeting were STB Chief Executive Officer Julinus Jeffery Jimit,
AirAsia Deputy Group Chief Executive Officer (Airline Operation) Captain Datuk
Chester Voo, AirAsia Malaysia Chief Executive Officer Captain Datuk Fareh
Mazputra, and MAH Sabah/Labuan Chapter Chairperson Hafizan Wong.