Joniston (right) engaging with Japanese content creators, alongside Julinus Jeffery Jimit (second right) Jessica (middle).
KOTA KINABALU: The Sabah Tourism Board (STB) has honoured individuals and organisations who have significantly contributed to promoting the state’s tourism through the Friends of STB Recognition Awards.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai presented the awards during the welcoming dinner for participants of the 2nd edition of Tumimung – The Art of Digital Storytelling held here yesterday.
Present were STB Chief Executive Officer Julinus Jeffrey Jimit and STB Digital and Communications Manager Jessica Andreana Francis.
Those recognised were Leon Kuan (@sesatinmalaysia) as Socialite of STB (Local); Mem Umie of Mem Umie Travel & Tour under the Industry Player category; Places Malaysia Media for Organisation; international content creator Mikey Bustos as Socialite of STB (International); and N. Deriy Jor as Passionate Contributor.
Joniston, who is also Chairman of STB, said the awards recognise the valuable role of individuals and groups in amplifying Sabah’s tourism story through content creation and digital engagement.
He also suggested that culture could be explored as a future theme for Tumimung, noting its potential as a powerful form of storytelling that ties closely to what STB has long promoted – culture, adventure and nature.
“Culture itself represents all these elements and can be a compelling way to share stories about Sabah,” he said.
Joniston added that culture appeals to both visitors and locals, and would be a fitting theme for Visit Malaysia Year 2026, when Sabah will showcase its strengths to wider audiences.
Organised by STB’s Digital and Communication Unit, the two-day Tumimung featured panel discussions and sharing sessions with speakers from conservation agencies, entrepreneurs and digital storytellers.
Sabah Chief Conservator of Forest Datuk Frederick Kugan, Sabah Parks Director Datuk Dr Maklarin Lakim and Sabah Wildlife Department Head of Conservation Education and Corporate Siti Nur’ain Ampuan Acheh shared insights on their respective roles in linking conservation with tourism.
Entrepreneurs Sabah Tea General Manager Martin Kong, Uinah founder Matthias Liew and Kelarai by Emily handicraft founder Emily Jeneble shared their entrepreneurial and brand-building journey.
Other notable speakers included RK DIGITAL Chief Storyteller and Founder Richard Ker, who presented a case study on ‘From Local Stories to Global Reach: Smart Content with AI’
The event concluded today with a fun outdoor treasure hunt and tree planting activities.
