STB CEO Julinus Jeffery Jimit alongside Datuk Captain Chester Voo, Deputy Group Chief Executive Officer (Airline Operations) of AirAsia Aviation Group, and Kota Kinabalu industry players during the STB and AirAsia Industry Engagement.

KOTA KINABALU (Jan 22): Sabah Tourism Board (STB) is stepping up its strategic initiatives and partnerships with key airline partners to boost connectivity and position Sabah as a premier tourism destination in 2025.

In collaboration with AirAsia and Royal Brunei Airlines (RBA), STB aims to enhance air accessibility and cater to the growing demand for both domestic and international travel to Sabah.

STB and AirAsia recently held an engagement session with tourism stakeholders in Kota Kinabalu, Sandakan and Tawau. These sessions aimed to align efforts in improving essential tourism touchpoints, including accommodations, activities, transportation and accessibility, while fostering strategic partnerships to enhance Sabah’s overall tourism ecosystem.

STB CEO Julinus Jeffery Jimit commended AirAsia’s initiatives: “AirAsia’s continued investments in connectivity and marketing support have been instrumental in strengthening Sabah’s position as a key gateway for both domestic and international travellers. We look forward to deepening this collaboration to cater to the projected surge in tourist arrivals.”

In tandem with AirAsia’s efforts, STB is exploring new avenues with Royal Brunei Airlines (RBA). Recently, a meeting was held in Bandar Seri Begawan between STB’s delegation, led by Julinus, and RBA’s CEO, Captain Sabirin Hj Abd Hamid. The discussions centered on enhancing connectivity opportunities to Kota Kinabalu via Bandar Seri Begawan, targeting markets such as ASEAN, North Asia, Australia, India and the UK as well as reviving RBA’s connections to Sandakan and Tawau to strengthen intra-Borneo travel and exploring marketing collaborations and cross-promotion to boost tourism flows.

Julinus added, “The strategic engagement with Royal Brunei Airlines is another vital step in enhancing Sabah’s connectivity to international markets. Reviving key routes and fostering joint marketing efforts will further diversify access to Sabah and contribute to sustainable tourism growth.”

Additionally, STB will be attending the Outbound Travel Mart 2025 in Mumbai, India and continue for meetings with representatives from Air India and IndiGo to discuss future collaborations. These meetings aim to establish stronger connections between Sabah and key cities in India, further broadening the state’s reach to one of the world’s largest outbound travel markets.

STB continues to focus on its domestic market and its three biggest international markets namely China, Brunei and South Korea. Efforts in these regions include strengthening partnerships with airlines and promoting Sabah’s unique offerings to attract more visitors. These markets remain pivotal to achieving the state’s ambitious growth targets.

As part of its broader strategy, STB will support airline partners with targeted marketing campaigns and roadshows. These initiatives aim to ensure a seamless and memorable experience for travellers visiting Sabah while amplifying the state’s appeal across key international markets.

With these initiatives, STB remains confident in achieving its ambitious goals for 2025 and looking ahead to Visit Malaysia 2026 by aligning STB’s efforts with the Explore Sabah 2026 campaign which was launched at WTM London in November 2024. Together with its airline partners, STB is committed to showcasing Sabah’s rich culture, pristine landscapes, and warm hospitality to the world.

 






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