KOTA KINABALU: The Sabah Tourism Board (STB) and Royal Brunei Airlines (RB) signed a Memorandum of Collaboration (MoC) at Shangri-La Tanjung Aru here yesterday, a landmark move to elevate regional tourism and improve air accessibility.
The agreement signifies a strategic partnership aimed at enhancing flight connectivity between Sabah and key markets including Brunei, BIMP-EAGA, ASEAN, the Middle East, Oceania, the UK and India by 2028.
The collaboration is expected to unlock significant tourism and economic opportunities for the region.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew, who witnessed the event, hailed the partnership as a timely and crucial step forward as Sabah prepares for Visit Malaysia Year 2026 and Explore Sabah Year 2026/2027.
“Air accessibility is one of the most critical components in stimulating tourism growth,” she said. “This collaboration comes at a time when Sabah is actively repositioning itself in the international travel market. With Royal Brunei Airlines’ extensive global network, this partnership offers us a strong advantage in reaching both new and returning visitors.”
Liew also emphasised the shared vision of prosperity between Sabah and Brunei. “As neighbouring destinations, we have much to offer as complementary tourism experiences. Working together, we can create seamless travel opportunities that benefit both our people and economies,” she said.
The MoC follows an initial engagement between STB and RB on 15 January 2025 at the airline’s headquarters in Bandar Seri Begawan. Today’s signing formalises their joint commitment to tourism development through roadshows, familiarisation trips, marketing campaigns and data-driven strategic planning.
STB Chief Executive Officer Julinus Jeffery Jimit said the partnership reflects a shared goal of enhancing Sabah’s visibility and accessibility. “Through this collaboration, we aim to increase visitor arrivals and unlock economic opportunities across the region,” he said.
Captain Sabirin Abd Hamid, CEO of Royal Brunei Airlines, described the partnership as both strategic and personal. “Sabah holds a special place in Royal Brunei Airlines’ history. Kota Kinabalu was one of our first destinations when we launched operations in 1975. This MoC feels less like a business arrangement and more like working alongside family,” he said.
He added that the partnership supports RB’s continued commitment to sustainable tourism and regional connectivity.
“We are proud to strengthen air links in the region and continue promoting shared prosperity across our key markets.”
The MoC outlines a flexible and non-binding framework with provisions for third-party participation and bi-annual reviews to evaluate progress. It does not impose financial obligations unless agreed upon by both parties.
Liew reaffirmed her ministry’s full support for the collaboration. “We remain committed to working closely with all stakeholders to ensure the success of this initiative,” she said, expressing hope that the partnership will become a cornerstone for long-term cooperation and growth.
