Sabah Tourism Board appoints Victoria Engku as CEO effective 5 November 2026
Sabah Tourism Board has appointed Victoria Engku as its Chief Executive Officer, effective 5 November 2026. The appointment takes effect immediately and concerns the board’s leadership, not travel regulations.
In this story
At a glance
- What changes
- Victoria Engku becomes CEO of Sabah Tourism Board
- Timing
- Effective 5 November 2026
- Who is affected
- Board leadership and tourism strategy stakeholders
The details
- Announced by
- Sabah Tourism Board
- Takes effect
- 5 November, 2026
- Previous rule
- Julinus Jeffery Jimit served as CEO until early November 2026.
- New rule
- Victoria Engku assumes the CEO role from 5 November 2026, reporting to Chairman Datuk Joniston Bangkuai.
Appointment Announcement
The Sabah Tourism Board announced on its Facebook page that Victoria Engku has taken over as Chief Executive Officer, replacing former CEO Julinus Jeffery Jimit. The post, dated 6 November, confirmed the transition and highlighted Engku’s background in financial services.
Leadership Background
Engku is a Malaysian national who previously served as General Manager at Hejaz Group, an Islamic financial services corporation in Melbourne, Australia. Her experience spans financial services, retail, and consumer brands, which the board expects to translate into organisational transformation for Sabah’s tourism sector.
Strategic Priorities
The new CEO will oversee the state’s preparation for the Visit Sabah 2027 campaign, aiming to shift the industry toward high‑yield, premium tourism experiences. Priorities include improving airline connectivity, expanding direct routes such as Singapore‑Tawau and Tokyo‑Kota Kinabalu, and launching a data‑driven Tourism Analytics Dashboard Portal Platform.
- Deploy Tourism Analytics Dashboard Portal Platform
- Support Sabah Regional Tourism Satellite Account (RSTA)
- Target 4 million arrivals for Visit Sabah 2027
What this means for travellers
Trip planning
- Existing travel bookings to Sabah remain unchanged by the leadership appointment.
- Future promotional campaigns may affect travel offers, but no immediate schedule changes are announced.
Cost and documents
- No new fees or documentation requirements are introduced for travellers.
- Current visa, entry and health requirements stay the same.
What you need to do
- Travelers should continue to follow existing Sabah entry guidelines.
- Monitor Sabah Tourism Board communications for any future promotional updates.
Who this affects
-
Travel agents and tour operators
They work directly with the Sabah Tourism Board on market‑driven initiatives.
What to do Stay informed of upcoming campaigns and data tools introduced by the new CEO.
-
Airlines serving Sabah
The CEO’s priorities include improving airline connectivity.
What to do Engage with the board on route development opportunities.
-
Tourism industry stakeholders
The board’s strategic shift toward premium tourism impacts all sector participants.
What to do Align business plans with the new high‑yield tourism focus.
Frequently asked questions
Who is the new CEO of the Sabah Tourism Board?
Victoria Engku is the new Chief Executive Officer of the Sabah Tourism Board, taking office on 5 November 2026.
When does Victoria Engku start as CEO?
She assumes the role effective 5 November 2026, as confirmed by the board’s Facebook announcement.
What was the previous CEO's name?
The former CEO was Julinus Jeffery Jimit, who served until early November 2026.
Will the new CEO change entry requirements for visitors?
No, the appointment does not alter visa, health or entry rules for travellers to Sabah.
How might the new CEO affect tourism promotions?
The CEO will lead the Visit Sabah 2027 campaign and introduce data‑driven tools, which could shape future marketing and travel offers.
