Kota Kinabalu: Sabah’s tourism direction will be strengthened through closer coordination between the State’s tourism leadership following a courtesy call by Assistant Minister Andi Md Shamsureezal on Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
The meeting underscored the need for tighter strategic cooperation within the Ministry to ensure that policies, promotional efforts and tourism programmes can be implemented in a more aligned, efficient and high-impact manner.
Jafry said that coordinated leadership is crucial as Sabah continues to position itself as a world-class destination, driven by three core pillars - diversified tourism products, data-driven marketing and environmental conservation.
He said his collaboration with Andi will help keep Sabah competitive in the regional tourism market while strengthening the industry’s role as an “economic multiplier” that creates jobs, supports local SMEs and elevates the State’s cultural identity.
Both leaders also agreed to streamline policy implementation through special task groups focusing on infrastructure improvements, local workforce training and more aggressive digital promotion.
The Ministry reaffirmed its commitment to developing Sabah’s tourism sector in a sustainable, inclusive and people-centred manner.
