Kota kinabalu: Sabah is planning targeted support measures, incentives and stronger strategic marketing to sustain its tourism supply chain and ease pressure on industry players amid rising fuel costs. State Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the move aims to maintain demand and air connectivity to Sabah during this challenging period.

According to BERNAMA News Agency, the plan includes strengthening domestic and regional markets to mitigate uncertainties in long-haul travel, alongside intensified local tourism campaigns to stabilize the industry if international arrivals decline. The ministry, through the Sabah Tourism Board (STB), will also enhance efforts in North Asia and Southeast Asia, focusing on China, South Korea, Japan, and regional markets less affected by global airspace disruptions.

Sabah will also be promoted as a premium destination to attract higher-spending tourists who are less affected by rising costs. This strategic focus is part of the state's response to ensure that tourism remains a vital economic driver, even as global challenges impact travel behaviors. Datuk Jafry Ariffin emphasized these efforts while replying to a question from Justin Wong Yung Bin (Warisan-Sri Tanjong) at the Sabah state legislative assembly sitting.