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Kota Kinabalu: Melanie Chu of Camp Borneo Travel & Tours Sdn Bhd is the new chairman of the Sabah Tourist Association (STA).

The new committee elected for the 2025-27 term at its 48th annual meeting comprises as follows: 

Deputy Chairman: Tonny Chew (Kinabalu Heritage Tours & Car Rental Sdn Bhd)

Honorary Secretary General: Christianne Goonting (Lavinia Private Art Gallery)

Honorary Treasurer: Christopher Shaw (Wisma Merdeka Management Sdn Bhd)

Executive Committee Members: Sue Chong-Hartley (Acorn Services), Vennie Ng (Luxe Ride Travel & Tours Sdn Bhd) and Azzahnie Ahdie (Sabah Tea Resort Sdn Bhd).

Melanie said the new committee brings a wealth of knowledge and passion for the tourism industry, comprising both experienced and new faces.

She said they look forward to working closely with state and federal tourism authorities, as well as key stakeholders, to drive the industry forward.

She also said the coming term would be pivotal in reviewing STA’s progress, launching new initiatives, and crafting strategic plans to strengthen Sabah’s position as a premier tourism destination.

“From enhancing visitor satisfaction and embracing digital transformation to promoting sustainable practices, our shared efforts will help elevate Sabah, not just for its nature and culture, but also for its hospitality, retail, culinary excellence, and service sectors,” she said.

She said STA continues to serve as a vital platform that unites tour operators, travel agents, accommodation providers, shopping malls, restaurants, attractions, transport services, and other supporting industries, all of which contribute significantly to the state’s visitor experience.

“Sustainable tourism is only possible through meaningful collaboration and STA remained committed in fostering synergy across the industry,” she said.