AirAsia CEO Tan Sri Tony Fernandes has been recognized for his significant contributions to Sabah’s tourism sector, receiving the prestigious Sabah Tourism Appreciation Award. Under his leadership, AirAsia has played a pivotal role in driving Sabah’s economic growth, boosting connectivity, and establishing the state as a major travel destination.
Sabah’s appeal as a holiday destination has surged among Middle Eastern travelers, as evident at the recent Arabian Travel Market (ATM) in Dubai. Led by CEO Julinus Jeffery Jimit, the Sabah Tourism Board (STB) delegation engaged in discussions with industry leaders, including Holidays by FlyDubai and Saudia Holidays, to promote Sabah as a premier vacation destination in Malaysia. The strategy aims to attract diverse audiences through leveraging social media influencers to showcase authentic experiences in Sabah. This increased interest follows Qatar Airways’ comparison of Sabah to the Maldives, highlighting its affordability. STB collaborated with Qatar Airways on a month-long awareness campaign and a joint marketing partnership with Discover Qatar. Sabah’s diverse appeal targets various traveler demographics, including families, honeymooners, nature enthusiasts, wildlife lovers, diving enthusiasts, and students seeking educational experiences. These strategic marketing initiatives and collaborations aim to boost Sabah’s tourism industry, increasing tourist arrivals and contributing to economic growth.
The Sabah Tourism Board, in collaboration with Batik Air and Fun Holiday, successfully conducted a roadshow in Uzbekistan’s historic cities of Samarkand and Tashkent. The events showcased Sabah’s Muslim-friendly tourism offerings, attracting significant interest from Uzbek tourists. With convenient direct flights connecting Tashkent to Kuala Lumpur, Uzbekistan is now a priority market for Sabah’s tourism industry.
