KUALA LUMPUR, April 2 — The Sabah Tourism Board (STB) is establishing a crisis response unit to strengthen preparedness and ensure swift, coordinated action in the face of global uncertainties affecting the tourism sector.
Assistant Minister to the Sabah Chief Minister Datuk Joniston Bangkuai said the move reflects a proactive approach to managing risks arising from geopolitical developments and economic challenges, while maintaining confidence in Sabah as a destination.
“This is about preparedness. We are not pressing the panic button. Sabah remains a welcoming and compelling destination, and we will communicate that with clarity and confidence,” he said at a media engagement session held in conjunction with the introduction of the new Explore Sabah branding here today.
He said Sabah is targeting four million visitor arrivals this year, supported by improved connectivity through 16 direct international flight routes, mainly linking to cities in China, as well as Jakarta, Brunei, Singapore, Vietnam, South Korea, Taiwan and the Philippines.
Framing resilience as a key priority, Joniston said Sabah will continue to leverage its cultural and natural strengths, including the Kaamatan festival, which will be promoted on a larger scale this year and celebrated throughout May, with some events extending into June.
He added that the state is also strengthening its positioning ahead of Visit Sabah 2027 by highlighting its cultural diversity, nature-based experiences and authentic community offerings.
Meanwhile, STB Chief Executive Officer Julinus Jeffery Jimit said about 60 per cent of Sabah’s visitor arrivals are domestic, with China remaining the main international market.
“China is still our key market. Just last month, we received more than 130,000 visitors from China. And based on our data, we are still seeing positive growth from Australia, China and the United Kingdom,” he said.
He said although geopolitical tensions and long-haul travel disruptions may have some impact, Sabah has not recorded any major cancellations so far, only minor delays.
“At this point in time, we will continue to focus on domestic, North Asia and Southeast Asia markets.
“Challenges like this also provide an opportunity for us to look into other segments and position Sabah as a premium, high-end destination,” he added. — Bernama
