Sabah Strengthens Its China Market Vision Through Strategic Industry Unity

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Sabah’s tourism ambitions received a confident boost as the Sabah Tourism Board reaffirmed its long-term commitment to working closely with Chinese tourism stakeholders during the Malaysian Chinese Tourism Association Sabah Chapter’s 2026 Anniversary and Chinese New Year fundraising dinner.

The evening gathered a dynamic mix of tourism leaders, government representatives, and international travel partners, setting the stage for meaningful dialogue, shared aspirations, and future-facing collaboration within Sabah’s tourism ecosystem.

Sabah Tourism Board Chief Executive Officer Julinus Jeffrey Jimit highlighted the value of STB’s partnership with the Malaysian Chinese Tourism Association, describing it as a collaboration grounded in practical outcomes rather than theory.

According to Julinus, the alliance enables local operators and overseas agents to experience Sabah beyond glossy brochures. Immersive exposure to the state’s natural beauty, multicultural heritage, and genuine hospitality builds trust and confidence, making Sabah easier to sell and more compelling to promote. He also emphasised that sustainable inbound growth relies on aligned industry players, credible tourism offerings, and shared market intelligence, expressing optimism for deeper cooperation and expanded market reach ahead.


Echoing this sentiment, MCTA National President Patrick Law commended the Sabah Chapter’s steady evolution, noting that its anniversary celebration symbolised unity, professionalism, and forward momentum.

He pointed to key milestones including the establishment of new offices, the appointment of a full-time secretary, and the expansion of services across East Malaysia, covering Sabah, Sarawak, and Labuan. These developments, he said, reflect the chapter’s growing organisational strength and readiness for a more impactful role in regional tourism.

Patrick also underscored Sabah’s strong international appeal, from the iconic Mount Kinabalu and pristine islands to world-class diving spots and rich cultural traditions, positioning the state well for both inbound and outbound tourism growth.

Organising Chairman Tommy Wong expressed heartfelt appreciation to the Sabah Chapter leadership, committee members, sponsors, and industry partners for their unwavering support. He described the dinner as more than a celebration, calling it a moment of collective alignment and strategic planning for the year ahead.

By fostering stronger partnerships and developing innovative tourism products, Wong said the industry aims to elevate Sabah’s standing as a world-class destination. He also acknowledged Tourism Malaysia for sponsoring the 2026 Truly Visit Malaysia Year mascot, adding festive energy to the occasion.

The evening unfolded with cultural performances and the symbolic tossing of yee sang, a gesture of prosperity, shared success, and optimism for the Year of the Horse. As leaders and partners came together in celebration, the night stood as both a tribute to past achievements and a confident step toward innovation, regional collaboration, and sustainable tourism growth for Sabah.
Location: Kota Kinabalu, Sabah, Malaysia

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