KOTA KINABALU: Tourism industry players in the state have been urged to innovate and capitalise on travel trends ahead of an anticipated surge in travellers for Visit Malaysia Year 2026 (VMY 2026).
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said her ministry and the Sabah Tourism Board are prepared to assist stakeholders in gearing up for the campaign.
"Now is the time to begin preparations to meet the demands of VMY 2026," she said in a statement.
"I urge hoteliers, tourism product owners, tour operators, and travel agents to develop new initiatives that leverage travel trends in Sabah's favour," she said.
Liew, who is also the Api-Api assemblyman, said she was optimistic about the upward trend in visitor arrivals this year and beyond.
She said there was a need for industry players to embrace sustainability in their operations to ensure the sector's long-term viability, particularly in Sabah, where adventure, nature, and eco-tourism are key attractions.
"We must strike a balance between tourism growth and the conservation of our environment and natural resources," she said.
Sabah has set a target of 2.5 million tourist arrivals for 2024.