Kota Kinabalu (May 10) - Sri Pelancongan Sabah Sdn Bhd has officially appointed Hady Syam Hj Nureddin as its new Chief Executive Officer, marking a new chapter for the state-owned tourism promotion and event management agency as Sabah prepares for a major tourism push ahead of Visit Malaysia Year 2026 and Visit Sabah Year 2027.
The appointment comes at a significant period for Sabah’s tourism industry, which continues to position itself as one of Malaysia’s leading destinations for nature, culture and adventure tourism. Industry players are expecting stronger tourism campaigns, larger international events and wider promotional activities over the next two years as the state intensifies efforts to attract more visitors from regional and global markets.
Sri Pelancongan Sabah, a subsidiary under the Sabah Tourism Board, plays an important role in organising tourism-related events, cultural showcases, business conventions and promotional campaigns throughout the state. The company is also involved in supporting Sabah’s creative and handicraft industries through various tourism-driven initiatives.
Observers believe Hady Syam’s appointment could help bring renewed focus towards strengthening Sabah’s tourism branding, particularly in digital tourism marketing, international collaborations and event-based tourism. Competition among regional tourism destinations has become increasingly aggressive, requiring Sabah to continuously improve its visibility and tourism offerings.
The tourism sector remains one of Sabah’s key economic contributors, especially for small businesses, local artisans, transport operators, hotels and food-related industries. Increased tourism activities could provide wider economic spillover effects for Sabahans through higher visitor spending, job creation and stronger demand for locally-produced products and services.
Industry stakeholders have also highlighted the importance of balancing tourism growth with environmental sustainability, particularly as Sabah continues to promote eco-tourism destinations such as islands, rainforests and highland attractions. Sustainable tourism management is expected to remain a major priority as visitor numbers continue to rise.
With Sabah aiming to further strengthen its position in both domestic and international tourism markets, Hady Syam Hj Nureddin is expected to play a central role in shaping future promotional strategies and tourism initiatives for the state.