The Sabah Tourism Board (STB) is vigorously seeking collaborations with various airlines to rejuvenate and broaden its flight network. Julinus Jeffrey Jimit, the Chief Executive Officer, spearheaded the STB delegation in active discussions with airline representatives during the Route Asia Forum 2024 held in Langkawi.

This forum, which concluded on February 29, served as an essential venue for STB to formulate strategies with crucial aviation sector players, including airlines, airport authorities, tourism agencies, and other relevant entities. STB has initiated dialogue with several airlines such as Scoot, AirAsia, IndiGo, Lufthansa, Turkish Airlines, Vietjet, Jetstar, HK Express, and Air India, aiming to enhance its connectivity and tourist inflow.

Highlighting the importance of this initiative, Sabah Tourism Board chairman Datuk Joniston Bangkuai emphasised the board’s commitment to partnering with airlines that share its vision for growth.

“Aligning with airlines, whether Malaysian or foreign, that cater to Sabah’s target markets is vital for tourism growth,” he stated.

Joniston further highlighted that this strategic approach not only expands Sabah’s tourism presence but also enhances its position in key markets.

In line with this vision, STB aims to establish Sabah as a must-visit destination in the Asia Pacific region, leveraging the partnerships forged through this proactive approach.

Meanwhile, Julinus emphasised STB’s focus on tapping into emerging markets such as India and Central Asia. 

He stated collaborating with airlines at Route Asia 2024 allows STB to engage potential partners who can effectively cater to Sabah’s diverse target markets.

“Through these partnerships, STB aims to optimise route networks and improve connectivity both to and within Sabah, ultimately enhancing the tourism experience for visitors,” he said.