Sabah tourism minister highlights role of media and influencers

Sabah Minister of Tourism, Culture and Environment, Datuk Jafry Ariffin, has emphasized the critical role of media practitioners and digital influencers in promoting Sabah’s tourism. Speaking at the VM2026 Hunt & Explore Media Race 2026 Gala Dinner in Sandakan, Jafry noted that creative digital content, such as engaging articles, striking photographs, and short videos, is essential for shaping perceptions and influencing travel decisions globally.

The event, organized by Tourism Malaysia Sabah, involved 121 participants across 31 teams, including 10 media teams comprising 40 practitioners and influencers. Jafry expressed hope that the participants' experiences exploring Sandakan would be translated into authentic content to showcase the region's unique attractions.

This initiative aims to strengthen strategic cooperation between the tourism industry and media sectors to increase Sabah and Malaysia's international visibility in preparation for the Visit Malaysia 2026-2027 campaign.