Sabah Tourism Board has announced the appointment of Ms Victoria Engku as its new Chief Executive Officer (CEO), as Sabah continues preparations for Visit Sabah 2027.

In its official announcement, the board welcomed Engku's appointment and expressed its confidence in her leadership in further strengthening Sabah's tourism industry and promoting the state as a travel destination.

The appointment comes as Sabah continues to strengthen its position in the domestic and international tourism markets, with greater emphasis on industry collaboration, tourism product development and sustainable growth.

Engku succeeds Julinus Jeffery Jimit, who has taken on the role of Chief Coordination Officer for the Visit Sabah 2027 Secretariat. Before joining STB, she built over 20 years of experience in business and operational management across Australia and Southeast Asia, including serving as Group General Manager at Hejaz, a Melbourne-based financial services company.

Strengthening Sabah's Tourism Industry

In July 2026, Sabah Tourism Board outlined plans to strengthen cooperation with tourism stakeholders ahead of Visit Sabah 2027, encouraging greater participation from airlines, hotels, tour operators and community-based tourism providers.

STB Chairman Datuk Joniston Bangkuai highlighted the importance of industry-led innovation, noting that tourism businesses play a key role in creating new attractions and experiences that meet changing traveller preferences.

The board also emphasised the need for tourism initiatives to deliver meaningful economic benefits to local communities while ensuring Sabah remains competitive in the international travel market.

Looking Ahead to Visit Sabah 2027

With Visit Sabah 2027 approaching, the board's ongoing initiatives provide a foundation for the next phase of Sabah's tourism development.

Engku's appointment places her at the helm of Sabah Tourism Board during this period of preparation, with the organisation continuing its work to promote Sabah's diverse tourism offerings and support the industry's long-term development.