New leadership comes as Sabah prepares for Visit Sabah 2027, with a focus on strengthening tourism partnerships and raising the Malaysian destination’s international profile.
Kota Kinabalu, Malaysia – 9 November 2026: Sabah Tourism Board (STB) has appointed Victoria Engku as its new Chief Executive Officer, marking a leadership transition as the Malaysian state steps up preparations for its Visit Sabah 2027 tourism campaign.
The board announced the appointment on 5 November, welcoming Engku and expressing confidence in her ability to further strengthen Sabah’s tourism industry, develop strategic partnerships and enhance the state’s position as a leading travel destination.
Engku succeeds Julinus Jeffery Jimit, who has moved to the role of Chief Coordination Officer of the Visit Sabah 2027 Secretariat.
Leadership transition ahead of Visit Sabah 2027
The appointment comes at an important time for Sabah’s tourism sector, with the state preparing to attract more domestic and international visitors through its upcoming tourism campaign.
Sabah is known for its natural landscapes, biodiversity, wildlife experiences, islands and beaches, as well as its diverse cultural heritage. Strengthening destination promotion and cooperation across the tourism industry will be important to expanding its appeal in international markets.
In its announcement, STB highlighted the importance of leadership in developing strategic partnerships and increasing Sabah’s visibility as a tourism destination.
Engku’s appointment places her at the head of the tourism promotion organisation as it continues working with industry stakeholders to support the state’s tourism ambitions.
Focus on destination promotion and industry collaboration
The new leadership will be expected to work with tourism operators, accommodation providers, airlines and other industry partners to strengthen Sabah’s destination offering and reach wider international markets.
The Visit Sabah 2027 campaign provides an important platform to showcase the state’s attractions and encourage tourism growth, while creating opportunities for businesses and local communities involved in the visitor economy.
The leadership change therefore comes as Sabah seeks to build on its established nature and adventure tourism appeal while strengthening its competitiveness as an international destination.
