Joniston speaking to tourism players at the STB Clusters Engagement: 2027 Proposed Strategies and Initiatives.
KOTA KINABALU: The Sabah Tourism Board (STB) is realigning its tourism strategy for 2027 by placing greater emphasis on collaboration with industry stakeholders to ensure long-term market relevance, product innovation and sustainable growth.
Assistant Minister to the Chief Minister and STB Chairman Datuk Joniston Bangkuai said regular engagement with industry players is crucial to ensure that initiatives under Visit Sabah 2027 (VS2027) and beyond remain practical, targeted and responsive to rapidly evolving global tourism trends.
Speaking at the STB Clusters Engagement on Proposed Strategies and Initiatives for 2027 here today, he said Sabah’s tourism performance during the first five months of the year reflected the collective efforts of stakeholders throughout the tourism value chain.
However, he cautioned against complacency despite the encouraging results.
“The global tourism landscape is evolving, with competition among destinations becoming more intense and travellers’ preferences changing faster than ever.
“The question is no longer just how we attract more visitors, but how we remain competitive and compelling in the years ahead,” he said.
Joniston said the success of VS2027 would depend largely on the tourism industry, including airlines, hotels, tour operators and community-based tourism players, taking the lead in developing commercially viable and high-impact initiatives.
While the State Government will continue facilitating growth through destination marketing, infrastructure support and policy coordination, he stressed that the private sector must serve as the main driver of product innovation.
He encouraged industry players to spearhead new ideas and investments, noting that government funding should not be regarded as a prerequisite for every tourism venture.
“The private sector is best positioned to identify market opportunities and develop the creative experiences needed to drive growth.
“I urge the private sector to lead with these investments and creative expertise to develop new attractions and experiences that provide tourists with compelling reasons to choose Sabah and return for repeat visits,” he said.
Joniston added that all initiatives planned for next year, particularly under VS2027, must be measurable and capable of generating tangible economic benefits for both the tourism industry and local communities statewide.
He said the State Government and STB would continue providing an enabling environment for strategic partnerships to ensure collaboration between the public and private sectors remains efficient and results-oriented as Sabah moves towards 2027.
Joniston also disclosed that STB would organise a separate engagement session with relevant government departments and agencies, where concerns and proposals raised during the cluster engagement would be presented for further consideration and action.
