Kota Kinabalu: The Sabah Tourism Board (STB) held a high-level meeting with AirAsia and the Malaysian Association of Hotels (MAH) Sabah/Labuan Chapter, Friday, to explore collaborative efforts to strengthen Sabah’s tourism ecosystem.
STB Chairman-cum-State Tourism, Culture and Environment Assistant Minister Datuk Joniston Bangkuai attended the meeting 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 were also present.
Joniston said 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.
Also present 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.
