KOTA KINABALU: Sabah tourism operators must change the way they operate to meet the demands of the changing tourism landscape post Covid-19.

       Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said that with the country re-opening borders from April 1, it would be a challenge to draw in tourists.

       Describing 2022 to 2023 as the critical phase for the recovery of the tourism industry globally, he said that the World Tourism Organisation (UNWTO) expects world tourism to return to pre-pandemic levels on or after 2024.

       As such, Jafry said that during the recovery period, the confidence and trust of foreign tourists towards the state of Sabah as a safe destination needs to be increased.

       "That is to prepare standard operating procedures (SOP) for the reopening of the international tourism sector.

       "They should also fully use digital platforms to advertise their businesses and provide tourists access to all relevant information," he added.

       Jafry urged local tour operators to change their business models or management structure to meet the new demands.

       He also urged industry players to intensify promotion and be more creative in marketing Sabah's tourism products and locations worldwide.

       "I know there is a lot of hard work done by local entrepreneurs to push Sabah internationally, especially maximizing the use of digital platforms for their services and products," he said.