Sabah Tourism Board recognised at ATHA 2022-2023

The Sabah Tourism Board (STB) was recently recognised as the most outstanding tourism board of 2022 at the Asian Tourism and Hospitality Awards (ATHA) 2022-2023 event held in Kuala Lumpur last week.

The ATHA event was co-organised by TIN MEDIA, Malaysia’s First Independent Travel Trade Media, and Asia Hospitality Human Resource Association (AHHRA).

STB chairman, Datuk Joniston Bangkuai, and chief executive officer, Noredah Othman, were present at the event to receive the award. The Sabah Tourism Board was selected from among many contenders, including tourism boards from other nations, for its exceptional management and team players.

“This is a boost for a state government agency recognised as the best among the many contenders, including those from other nations. The state government has emphasised tourism, the importance of having exceptional management and team players within STB,” said Joniston, who is also the state’s Assistant Minister of Tourism, Culture, and Environment.

“This will not only assist in achieving the state’s development goal, but it will also ensure that the government has the best agency working towards targeted objectives,” he added.

Noredah expressed her gratitude for the recognition, stating that it would motivate the STB team to continue pushing state tourism to new heights. “This demonstrates STB’s commitment to the industry, as well as the dedication of the staff to their work in it. To further establish Sabah as a preferred travel destination, Sabah Tourism will continue to explore new avenues for promotion and cooperation,” she said.

The award also highlights the success of four travel and tour companies from Sabah. Amazing Borneo Tours and Events was named the Leading Tour Operator – Inbound Borneo, Borneo Calling Tour and Travel was named the Leading Adventure Tour Operator, D’Seven Travel and Tours was named the Leading Travel Agency – Outbound Religious Pilgrimage, and Nadi Borneo Tours was named the Leading Tourism Transport Company – Land.

Sabah’s recognition at the ATHA event emphasises the state’s commitment to developing tourism as a key economic sector. This award is a testament to the hard work of the Sabah Tourism Board and its partners in ensuring that the state’s tourism industry remains vibrant and competitive.