Kota Kinabalu: Sabah must continue adapting its tourism industry to changing traveller preferences, particularly the growing demand for authentic, sustainable and meaningful experiences, said State Tourism, Culture and Environment Minister Datuk Jafry Arifin.
He said the changing tourism landscape presented significant opportunities for Sabah to strengthen its position as a preferred destination for both domestic and international visitors.
He noted that diverse tourism assets, from Mount Kinabalu and its Unesco World Heritage Sites to pristine islands, marine parks, ancient rainforests, unique wildlife and rich multicultural heritage, provide a strong foundation for offering distinctive experiences to travellers.
“These are treasures that deserve to be shared with travellers from every corner of the globe,” he said at the opening of the Malaysian International Travel Mart (MITM) Sabah Chapter Travel Fair, Saturday.
His speech was read by the Ministry’s Permanent Secretary Datuk Josie Lai.
Jafry said Sabah could not rely solely on its existing attractions and must continue embracing innovation, digital marketing, sustainable tourism practices and service excellence to remain competitive as traveller expectations evolve.
He said greater emphasis on authentic and sustainable experiences would allow Sabah to respond to what modern travellers are increasingly seeking while ensuring the State’s tourism resources remain valuable for the future.
Jafry also stressed the importance of collaboration between the Government and tourism industry stakeholders, saying the Ministry remained committed to working with associations such as the Malaysia Chinese Tourism Association (MCTA), tourism operators and strategic partners to strengthen Sabah’s tourism competitiveness.
He highlighted that every travel package, exhibition and industry engagement could help create new opportunities for Sabah’s tourism sector while strengthening the promotion of Sabah to the world and bringing more of the world to Sabah.
“Let us continue working together to ensure that Sabah remains a destination that is welcoming, sustainable, vibrant and internationally admired,” he said.
MITM Organising Chairlady Samantha Liaw said strong support from tourism stakeholders have enabled the annual MITM Travel Fair to overcome a number of challenges, including the global economic climate, rising fuel surcharges and higher airfares.
She said the overwhelming response demonstrated the importance of unity and cooperation within the tourism industry, particularly during challenging periods.
“This spirit of unity and cooperation makes MITM more than the travel fair. It is a platform that connects people, destinations, the businesses, and the opportunities,” she stressed, adding that collaboration between businesses, destinations and communities result in a more resilient and vibrant tourism sector.
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