Sabah's Tourism Sector on an upward trend

17 March 2025

KOTA KINABALU: Sabah’s tourism sector welcomed 3.14 million visitors last year exceeding initial target of 3 million.

This surge in arrivals generated approximately RM7.28 billion in tourism receipts, underscoring the sector’s vital contribution to Sabah’s economy.

Minister of Tourism Culture and Environment Datuk Seri Panglima Christina Liew said this during the Tourism Malaysia Engagement Session with State Tourism Industry stakeholders.

According to her, a significant factor contributing to this success has been the enhanced connectivity.

"Partnerships with airlines such as AirAsia and Royal Brunei Airlines have created new avenues for travel, increasing in both direct with transit arrivals," she said.

" As we move forward, Sabah aims to attract 3.5 million tourists in 2025, with AirAsia alone committing to bringing five million passengers to Sabah through Kota Kinabalu, Sandakan, and Tawau airports."

This expansion signifies growing confidence in Sabah’s tourism potential.

Sabah Tourism remains committed to aligning with the Culture, Adventure and Nature (CAN) strategy, which highlights the very essence of what makes Sabah an essential travel destination, she said.

Future initiatives include strengthening sustainable tourism, improving tourism infrastructure, and empowering community-based tourism (CoBT).

She said to achieve these objectives, continuous support from the Federal government remains essential.

"The support from federal agencies has significantly enhanced our tourism initiatives and we are truly grateful for the numerous grants as well as incentives that have been crucial in maintaining the vitality of this sector," she said adding that these include the Geran Galakan Melancong (GAMELAN), Geran Sokongan Sektor Pelancongan (GSSP), Geran Sektor Penerbangan dan Carter (GSPC), and the Geran Sokongan Sektor Kebudayaan (GSSK), that have contributed to strengthening domestic alongside international tourism in Sabah.

"As we prepare for Visit Malaysia 2026 (VM2026), it is critical that we work together to achieve greater heights," Liew shared.

"Sabah Tourism stands committed to fostering strong partnerships, driving innovation and ensuring that our state remains a premier destination in Malaysia and beyond."

Also present during the event were Datuk Joniston Bangkuai Assistant Minister of Tourism Culture and Environment and Datuk Manoharan Perisamy Director General of Tourism Malaysia as well as Sabah Tourism Board Chief Executive Officer (CEO) Julinus Jeffery Jimit.