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Assistant Tourism Minister Datuk Joniston Bangkuai has urged the federal government to allocate a fair share of tourism funding to Sabah as preparations for Visit Malaysia 2026 intensify.

Speaking at a Sabah Tourism Board (STB) session, Joniston highlighted Sabah’s strong international tourist arrivals and contribution to national tourism.

He said proposals for the campaign had been submitted and hoped for federal support to unlock Sabah’s full tourism potential.

He emphasized the need for continued collaboration with stakeholders to ensure plans are practical and impactful. STB is expected to meet with the Tourism Ministry soon to discuss the proposals further.