Kota Kinabalu, March 2: In a strategic move to enhance tourism and expand route networks, the Sabah Tourism Board (STB) is on the lookout for partnerships with airlines.
This initiative was actively pursued during the recent Route Asia Forum 2024 held in Langkawi, where STB’s Chief Executive Officer, Julinus Jeffrey Jimit, led discussions with various stakeholders in the aviation industry.
The Route Asia Forum 2024, a three-day event concluding on February 29, served as a pivotal platform for STB to align its growth vision with airlines, airports, and tourism authorities.
The forum facilitated meaningful engagements with several airlines, including Scoot, AirAsia, IndiGo, Lufthansa, Turkish Airlines, Vietjet, Jetstar, HK Express, and Air India, underscoring the board’s commitment to fostering partnerships that support Sabah’s tourism objectives.
Datuk Joniston Bangkuai, Chairman of the Sabah Tourism Board, highlighted the significance of these collaborations.
He emphasized the importance of aligning with airlines that cater to Sabah’s target markets, both Malaysian and foreign, as crucial for the region’s tourism expansion.
This strategic alignment is aimed not only at extending Sabah’s tourism footprint but also at bolstering its position in key markets.
STB’s vision to position Sabah as a premier destination in the Asia Pacific is further supported by its intent to tap into emerging markets, particularly India and Central Asia.
Julinus detailed how participation in the Route Asia 2024 forum enabled STB to explore potential airline partners capable of serving Sabah’s diverse target demographics effectively.
The collaborations sought through these efforts are designed to optimize route networks and enhance connectivity to and within Sabah, thereby elevating the overall visitor experience.
This proactive approach by STB underscores its dedication to tourism growth and the exploration of new markets, setting a robust foundation for the future of travel and tourism in Sabah.
The Route Asia 2024 event also saw the presence of Transport Minister Anthony Loke and Malaysia Airports Holdings Berhad acting group chief executive officer Mohamed bin Rastam Shahrom, highlighting the importance of the aviation industry’s role in supporting tourism and economic growth in the region.
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