Kota Kinabalu: The Sabah Tourism Board (STB) is realigning its strategy for 2027 by strengthening collaboration with industry stakeholders to ensure long-term market relevance, product innovation and sustainable growth.
Assistant Minister to the Chief Minister and STB Chairman Datuk Joniston Bangkuai said regular engagement with industry players was crucial to ensure Visit Sabah 2027 (VS2027) initiatives remained practical, focused and responsive to changing global tourism trends.
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Speaking at the STB Clusters Engagement: 2027 Proposed Strategies and Initiatives on Friday, he said Sabah's encouraging tourism performance during the first five months of the year reflected the collective efforts of stakeholders but warned against complacency as competition among destinations continued to intensify.
Joniston said the success of VS2027 depended on airlines, hotels, tour operators and community-based tourism operators taking the lead in developing commercially viable products, while the State Government would continue supporting the industry through destination marketing, infrastructure and policy coordination.
He added STB would also hold an engagement with relevant government departments and agencies to address issues and proposals raised during the session, with all initiatives required to deliver measurable economic benefits to both the tourism industry and local communities.
