The Sabah Ministry of Tourism, Culture, and Environment (KePKAS) is enhancing interstate tourism collaboration through closer strategic cooperation with Tourism Johor.
Sabah’s Minister of Tourism, Culture, and Environment Datuk Jafry Ariffin said the initiative is not only to boost the domestic market, but also one of the key preparations ahead of Visit Sabah Year 2027.
“Through closer cooperation, we can develop joint promotional initiatives, share best practices, and strengthen Malaysia’s position as a world-class tourism destination,” he said in a statement.
According to Jafry, the Sabah delegation’s recent courtesy visit to Tourism Johor sparked extensive discussions, particularly about cross-promotion, new product development, and improving destination marketing strategies in both states.
“In addition to focusing on agency-level promotional efforts, the working visit also included an official tour of Muzium Diraja Abu Bakar at Istana Besar Johor to observe and learn best practices in heritage institution management and preservation of historical assets,” he said.
He emphasised the importance of sharing expertise in heritage conservation and museum management, citing the cultural sector as one of the key economic pillars that Sabah intends to highlight to international tourists.
Additionally, Jafry thanked Tourism Johor’s management and museum curators for their dedication and expressed optimism that the strategic alliance will increase visitor numbers and propel the nation’s economic expansion.
