KOTA KINABALU: The Sabah Tourism Board (STB) formalised a strategic partnership with Royal Brunei Airlines (RB) through a memorandum of collaboration (MoC) signing on Monday (June 30), aimed at enhancing regional air connectivity and strengthening tourism flows between Sabah, Brunei and key international markets.
The MoC was signed following an earlier engagement on January 15, where STB Chief Executive Officer (CEO) Julinus Jeffery Jimit and RB CEO Captain Sabirin Abdul Hamid exchanged views on shared tourism aspirations and collaborative potential.
“Sabah holds a very special place in RB’s history. As we commemorate our 50th anniversary this year, we are reminded that Kota Kinabalu was one of our very first destinations when we launched operations on May 14, 1975,” said Captain Sabirin.
He added, “Over the decades, we’ve worked closely with the STB on numerous initiatives – from joint marketing campaigns to familiarisation trips – all with the shared goal of positioning Sabah and Borneo as premier travel destinations.”
Meanwhile, Julinus Jeffery Jimit said, “The signing of this MoC reflects our joint vision to make Sabah more accessible while strengthening tourism ties with Brunei and beyond.
“Through this collaboration, we aim to increase visitor arrivals and unlock economic opportunities across the region,” he said.
Through the partnership, both parties will work towards enhancing flight connectivity between Sabah and key regions – including BIMP-EAGA, Asean, the Middle East, Oceania, United Kingdom and India – by 2028. To drive demand, STB and RB will jointly implement a series of targeted initiatives such as roadshows, familiarisation trips and tactical and awareness campaigns in selected markets.
The MoC also facilitates support for RB’s operational expansion, which benefits STB by reinforcing its role in expanding Sabah’s air connectivity and strengthening its position in regional tourism development, with STB committing to engage relevant state agencies and aviation regulators where applicable.
The collaboration is designed to reflect RB’s route development strategy, while cultivating a sustainable and mutually beneficial relationship that aligns with Sabah’s tourism goals.
Additionally, both organisations will work closely on market analysis and evaluation and respond strategically to tourism trends and travel demands.
The MoC outlines a flexible, non-binding framework, with no financial obligations unless mutually agreed upon.
It also allows for third-party participation in joint initiatives, and includes bi-annual review mechanisms to assess progress and explore new areas of cooperation.
The agreement marks a milestone in STB’s efforts to expand air accessibility and attract quality visitors to Sabah. With the support of strategic partners like RB, STB remains committed to positioning Sabah as a top tourism destination in the region. – Borneo Bulletin/ANN
