Joniston chairing the STB top management meeting.
KOTA KINABALU: Sabah Tourism Board (STB) will amplify its role in drawing up and supporting tourism initiatives where the private sector takes the lead, said Assistant Minister to the Chief Minister and STB Chairman Datuk Joniston Bangkuai.
He explained that while the Government, through STB, provides strategic guidance, resources, and support, it is the tourism industry players that drive actual tourism activities and sales.
“The focus is to create a tourism ecosystem where the private sector drives promotional activities initiated by the STB,” said Joniston, who reassumed the STB chairmanship after the recent State election.
Joniston made the remarks during a meeting with STB’s top management and unit heads led by its Chief Executive Officer Julinus Jeffery Jimit, where he also outlined key priorities including strengthening domestic and international tourism.
He encouraged leveraging domestic expos as platforms for tour operators to reach a wider audience, while internationally, Sabah Tourism will focus on facilitating travel agents as the main drivers of bookings.
He also stressed the need to scale up promotion of Sabah’s month-long Kaamatan Festival and other celebrations unique to the state as key tourism drivers during the festive season.
This includes integrating festival promotion into domestic and international expos, strengthening partnerships with tour operators and travel agents to package festival-based itineraries, and leveraging city-based activations and cultural showcases to extend visitor stay and spending.
Joniston, whose portfolio as Assistant Minister includes overseeing Kota Kinabalu City Hall (DBKK), also emphasised the need for collaboration with DBKK to promote the capital as a key city destination.
“We will identify joint opportunities to position Kota Kinabalu as Sabah’s main entry points as a key urban destination, leveraging events, attractions, and industry partnerships,” he said.
These efforts align with Visit Malaysia 2026, as Sabah simultaneously gears up for Visit Sabah 2027, highlighting the importance of coordinated engagement with industry partners and government stakeholders.
On internal priorities, Joniston reminded the STB management of their key responsibilities, emphasising professionalism, coordination, and ensuring that all actions reflect the Board’s purpose and role.
