KOTA KINABALU, April 30 — Sabah Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai, has called on the federal government to allocate a fair share of tourism funding to the state in the lead-up to Visit Malaysia 2026.
Speaking at a tourism industry engagement session organised by the Sabah Tourism Board (STB), Joniston highlighted Sabah’s consistent performance in attracting international visitors, saying the state has been instrumental in achieving Malaysia’s 2024 tourist arrival goals.
“Sabah has proven its ability to draw international tourists and contribute meaningfully to the national tourism landscape,” said Joniston, who also chairs STB. “As we intensify preparations for Visit Malaysia 2026, we hope the Ministry of Tourism, Arts and Culture will provide Sabah with the fair support and allocation it deserves.”
He revealed that Sabah has already submitted its proposals for the 2026 campaign and expressed optimism about a positive response. A meeting with the federal tourism minister is expected soon to discuss the proposals in detail.
In October last year, Prime Minister Datuk Seri Anwar Ibrahim announced that nearly RM550 million had been earmarked to support tourism development efforts for Visit Malaysia 2026.
Joniston stressed the importance of strong federal support to unlock Sabah’s full tourism potential and called for ongoing collaboration between government agencies and the private sector.
“Continuous engagement ensures our plans are grounded in reality and shaped by input from industry stakeholders,” he added.
He also acknowledged the vital role played by tourism operators and local communities, urging them to keep innovating and working closely with STB and other government bodies.
STB Chief Executive Officer Julinus Jeffery Jimit was also present at the session, where he shared updates on the board’s current initiatives and strategic focus areas as Sabah adapts its tourism strategies to meet changing market needs -NST
