Joniston representing Liew at the engagement session.
TAWAU: Tawau’s identity as an ecotourism destination in Sabah’s east coast was reinforced during an engagement session organised by Sabah Tourism Board (STB) with local tourism players today.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said Tawau already holds strong appeal for nature lovers, conservation advocates and eco-conscious travellers, and urged stakeholders to continue building on this strength.
“Places like Tawau Hills Park offer not just towering tropical trees and rare species, but real opportunities for birding, nature photography and wildlife experiences that more travellers are now looking for,” she said.
Assistant Minister and Sabah Tourism Board Chairman Datuk Joniston Bangkuai represented the Minister at the engagement and delivered her speech.
Liew said the district has long attracted researchers and conservationists due to its biodiversity, and that Sabah must continue connecting destinations like Tawau to markets that value meaningful, community-driven travel experiences.
Currently, Tawau is served by five airlines Malaysia Airlines, MASwings, Firefly,AirAsia and Batik Air, with 154 weekly flights from Kuala Lumpur, Johor, Kota Kinabalu and Sandakan, offering over 27,000 seats.
Liew said Tawau’s strong air connectivity is not the issue, but what matters now is building on its strengths to position it as a destination in its own right rather than just a stopover.
The Minister also called for better collaboration between tourism operators, local communities and government agencies to ensure that strategies are grounded in reality.
She said the STB will continue its efforts under the Explore Sabah campaign, designed to complement Visit Malaysia 2026 while driving domestic and international arrivals to districts like Tawau.
Also present were STB CEO Julinus Jeffrey Jimit, MOTAC Sabah Director Ibrahim Othman and Tourism Malaysia Sabah Director Haryanty Abu Bakar, among others.
During the engagement, Julinus shared updates on current tourism outlook, ongoing efforts under the state’s Explore Sabah campaign, and the potentials for Tawau.
The session is part of ongoing efforts to keep tourism development inclusive and in line with Sabah’s overall direction.
