Kota Kinabalu: AirAsia and Sabah Tourism Board (STB) on Thursday signed a memorandum of understanding (MoU) on a strategic partnership to boost the tourism industry over the next five years.
It would boost Sabah’s status as a top-tier tourist hotspot by enhancing air connectivity between the State and Brunei Darussalam-Indonesia-Malaysia-Philippines East Asean Growth Area (BIMP-EAGA), as well as the larger Asean region, North Asia and Oceania from 2024 to 2028.
The MoU was signed by AirAsia Aviation Group Deputy CEO (Airline Operations) Datuk Captain Chester Voo Chee Soon and STB CEO Julinus Jeffrey Jimit, witnessed by State Tourism, Culture and Environment Minister Datuk Christina Liew.
Liew said the MoU signing was a testament in boosting Sabah’s tourism and providing unforgettable experiences for travellers from around the world.
“I am certain this partnership will open new avenues for tourism growth, ensuring more people will experience the natural beauty and unique charms of Sabah.
“In the first half this year, we successfully welcomed 1.24 million tourists to Sabah, and with AirAsia’s vast reach, we are confident that we can attract more visitors and showcase the unique experiences Sabah has to offer to travellers beyond this region,” she said.
She said this created ripple effects that benefitted the local economy in multiple ways.
“Tourism directly creates jobs in various sectors such as hospitality, transportation and retail. As of 2022, tourism alone contributed 22.8pc of employment in the State, including positions in hotels, restaurants, travel agencies and local attractions.
“The influx of tourists generates additional income for local businesses, supporting small and medium enterprises (SMEs).
“Furthermore, the growth in tourism prompts the development of better infrastructure, including roads, airports and public amenities, benefitting both tourists and residents in the future,” she said.
Chester said the AirAsia Group aims to enhance overall connectivity in Sabah by potentially launching 14 new exciting domestic and international routes, including Kota Kinabalu-Bandar Sri Begawan, Kota Kinabalu-Perth, Tawau-Guangzhou, Sandakan-Hong Kong and more.
He said this would be subject to market review and evaluation over the course of the coming months to assess demand for each route, regulatory approvals and other favourable market factors and conditions.
“The partnership also includes greater collaboration between the airline and the tourism body to potentially develop the Kota Kinabalu International Airport as a regional aviation hub in the future.
“This partnership marks a significant step for us to expand our connectivity from our second biggest hub in Malaysia, providing more opportunities for our guests in the State to explore the world and for the world to get to know and fall in love with Sabah.
“Since 2002, we have flown close to almost 80 million guests to and from Sabah, both domestically and internationally. With this partnership, we look forward to seeing these numbers grow exponentially in the next five years.
“In 2023 alone, AirAsia flights contributed to a 60pc market share for tourism in Sabah, highlighting the immense potential of this region as a major travel destination.
“Increased connectivity brings more international visitors to Sabah, fostering cultural exchange and mutual understanding, and leading to new opportunities in various sectors,” Chester said.
He said AirAsia Group flies to 23 destinations to and from Sabah with a total of 294 flights weekly, including from Kota Kinabalu to Kuala Lumpur, Penang, Hong Kong, Seoul and more; from Tawau to Kuala Lumpur and Johor Bahru; and from Sandakan to Kuala Lumpur, excluding the destinations within Sabah.
Julinus said as 90pc of arrivals into Sabah are by air, thus the strategic partnership will further amplify travel opportunities.
Also present were Assistant Minister of Tourism, Culture and Environment and STB Chairman Datuk Joniston Bangkuai, Principal Senior Assistant Secretary representing the Permanent Secretary of the Ministry of Tourism, Culture and Environment Sabah, Murad Abdul Rashid, and Deputy Group CEO (Corporate) of AirAsia Aviation Group Ahmad Al Farouk Ahmad Kamal.
