Sabah tourism gears up for growth with stronger industry collaboration

KOTA KINABALU (Jan 24): With new initiatives and stronger regional coordination, Sabah’s tourism industry is gearing up for significant growth, a message reinforced during a fundraising dinner attended by key industry leaders and international travel partners.

The Malaysian Chinese Tourism Association (MCTA) Sabah chapter’s Chinese New Year fundraising dinner brought together tourism stakeholders to celebrate achievements, foster collaboration, and outline plans for promoting Sabah as a world-class destination.

Guests were welcomed with performances and cultural showcases reflecting the state’s rich heritage and natural beauty.

Sabah Tourism Board (STB) chief executive officer Julinus Jeffrey Jimit praised MCTA Sabah for its efforts in promoting inbound tourism.

“This close collaboration is not symbolic, it delivers real results. Together, we have introduced MCTA members and overseas travel agents to the true beauty of Sabah, including our natural landscapes, rich culture, diverse communities, and warm hospitality,” he said at the dinner at Ming Garden Hotel here on Friday.

The event’s organising chairperson Tommy Wong highlighted the importance of unity within the industry.

“Through careful planning and dedicated execution, our team has made tonight’s event vibrant, successful, and memorable.

“Looking ahead, we hope to continue strengthening cooperation with travel agencies locally and internationally, develop innovative tourism products, and position Sabah as a world-class tourism destination,” he said.

MCTA president Patrick Law noted the steady growth and professionalism of the Sabah chapter.

“Since its establishment, the chapter has expanded its regional presence, strengthened administration, and actively promoted Sabah’s unique attractions.

“Tonight’s dinner reflects the dedication and teamwork of its members and marks a new stage in its development towards greater professionalism,” he said.

Speakers emphasised that strong collaboration between government agencies, tourism authorities, and industry players is key to translating market opportunities into tangible growth, attracting international visitors, and building sustainable tourism products.

The gala concluded with a message of optimism for 2026, with leaders and partners committed to continued innovation, regional cooperation, and shared success in Sabah’s thriving tourism sector.