SEMPORNA: Sabah is strengthening tourism and hospitality standards as it positions itself as a must-visit destination for domestic and international visitors.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin met tourism players in Tawau and Semporna on Wednesday and Thursday to gather feedback and address operational challenges.
He was accompanied by Assistant Minister Dr Andi Md Shamsureezal Mohd Sainal and the Ministry’s Deputy Permanent Secretary, Mary Malangking, with the sessions also attended by representatives from the respective District Offices, the Sabah Tourism Board (STB) and the Tourism, Arts and Culture Ministry (Motac).
During the Semporna engagement on Thursday, Jafry said visitors’ experiences depend not only on Sabah’s natural attractions but also on professional management and strong industry support systems, adding that Semporna remains a key driver of the state’s tourism growth.
He encouraged operators to raise service standards, maintain transparent practices and deliver value to travellers, saying the Ministry and STB are working with stakeholders on training programmes, best practices and responsible, sustainable tourism management in line with Visit Malaysia 2026.