STB And RB Sign MOC To Boost Regional Air Connectivity And Tourism.
1 July 2025, 10:18 AM
SABAH TOURISM BOARD AND ROYAL BRUNEI AIRLINES SIGN MOC TO BOOST REGIONAL AIR CONNECTIVITY AND TOURISM
Kota Kinabalu, 30 June 2025 – The Sabah Tourism Board (STB) has today formalised a strategic partnership with Royal Brunei Airlines (RB) through the signing of a Memorandum of Collaboration (MoC) aimed at enhancing regional air connectivity and strengthening tourism flows between Sabah, Brunei, and key international markets.
The MoC was officially signed on 30 June 2025, following an earlier engagement on 15 January 2025 at RB’s Corporate Office in Bandar Seri Begawan, where STB Chief Executive Officer Julinus Jeffery Jimit and RB Chief Executive Officer Captain Sabirin Hj Abd Hamid exchanged views on shared tourism aspirations and collaborative potential.
Through this partnership, both parties will work towards enhancing flight connectivity between Sabah and key regions—including BIMP-EAGA, ASEAN, the Middle East, Oceania, UK and India—by 2028. To drive demand, STB and RB will jointly implement a series of targeted initiatives such as roadshows, familiarization trips, and tactical and awareness campaigns in selected markets.
The MoC also facilitates support for RB’s operational expansion, which in turn 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 signing of this MoC reflects our joint vision to make Sabah more accessible while strengthening tourism ties with Brunei and beyond,” said Julinus Jeffery Jimit, Chief Executive Officer of Sabah Tourism Board.
“Through this collaboration, we aim to increase visitor arrivals and unlock economic opportunities across the region.” he said.
Meanwhile, Captain Sabirin Hj Abd Hamid, CEO of Royal Brunei Airlines said “Sabah holds a very special place in Royal Brunei Airlines’ 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 14 May 1975.”
“Over the decades, we’ve worked closely with the Sabah Tourism Board on numerous initiatives—from joint marketing campaigns to familiarisation trips—all with the shared goal of positioning Sabah and Borneo as premier travel destinations. This new partnership formalised through the MoC is more than just a business arrangement; it feels like working alongside family. We are proud to further strengthen air connectivity in the region, support sustainable tourism, and continue our joint efforts in promoting shared prosperity across our key markets.” he continued.
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.
This agreement marks a significant milestone in STB’s ongoing efforts to expand air accessibility and attract quality visitors to Sabah. With the support of strategic partners like Royal Brunei Airlines, STB remains committed to positioning Sabah as a top tourism destination in the region.