Assistant Minister for Tourism, Culture, and Environment, Datuk Joniston Bangkuai, has announced Sabah’s determination to further solidify its presence in the lively tourism market of Singapore. As chairman of the Sabah Tourism Board (STB), Joniston highlighted the ongoing efforts to familiarize Singaporean travel agents with Sabah’s wide array of tourism offerings and attractions.

He pointed out the importance of utilizing Singapore’s key role as a major aviation center, which facilitates numerous international connections, to enhance Sabah’s visibility to travelers from Singapore and other countries. Joniston underscored the significance of the direct flight route from Singapore to Kota Kinabalu in maximizing travel ease and efficiency to Sabah.

He also acknowledged Singapore’s status as a bustling hub of commerce, culture, and tourism that attracts millions of visitors annually.

“Sabah, with its distinctive offerings, stands to benefit significantly by tapping into this vibrant market.

“The collaboration between Singaporean travel agents and Sabah’s tourism industry presents mutual opportunities for growth and prosperity.

“Likewise, Singaporean travellers seeking new and authentic experiences will find Sabah a treasure trove of adventure and discovery,” he added.

During a session with Singaporean travel agents at the Meet-The-Experts program, Joniston stressed the need for Sabah to fully exploit this direct connection. He also spoke of Sabah’s commitment to fostering a closer relationship with Singapore, evidenced by the opening of its trade and tourism office in Singapore two years prior, and invited Singaporean business investors to consider the lucrative opportunities in Sabah’s booming tourism industry.

The Meet-The-Experts event, a joint effort by Tourism Malaysia, the Sabah Tourism Board, and the Sabah Trade and Tourism Office Singapore, aimed at connecting 20 Singaporean travel agents, especially those new to promoting Sabah, with 26 local stakeholders, including travel agents, tourism product providers, and hoteliers from Sabah. This business-to-business (B2B) session was designed to spark conversations and networking opportunities that could lead to fruitful partnerships and boost Sabah’s tourism appeal.

Attendees included Tourism Malaysia’s Tourism Officer, Ahmad Faizal; CEO of Sabah Trade and Tourism Office Singapore, Wendy Clare Stephens; and Deputy CEO of the Sabah Tourism Board, Tay Shu Lan. Furthermore, Ahmad Faizal mentioned a unique familiarization trip for Singaporean travel agents, aimed at offering them a direct experience of Sabah’s attractions.

“Specifically, we have planned groups to visit Semporna and Kundasang, recognising these as two sought-after places among Singaporean travellers,” he said.

He stressed that Tourism Malaysia is thrilled to create more exciting and high-quality travel experiences to attract visitors to Sabah and Malaysia ahead of Visit Malaysia Year 2026.