Jafry said a recent courtesy visit by the Sabah delegation to Tourism Johor had also opened up broad discussions, particularly in cross-promotion, new product development, and enhancing destination marketing strategies in both states. 

“In addition to focusing on agency-level promotional efforts, the working visit also included an official tour of Muzium Diraja Abu Bakar at Istana Besar Johor to observe and learn best practices in heritage institution management and preservation of historical assets,” he said. 

He said the sharing of expertise in heritage conservation and museum management is crucial, as the cultural sector is one of the key economic pillars Sabah intends to highlight to international tourists. 

Jafry also expressed appreciation to the management of Tourism Johor and the museum curators for their commitment, and voiced confidence that the strategic partnership will further boost tourist arrivals and drive the country’s economic growth.

-- BERNAMA