Sabah Tourism Board targets 13,000 Indian tourist arrivals this year

KOTA KINABALU (Jan 29): The Sabah Tourism Board (STB) is targeting the arrival of 13,000 tourists from India this year, following steady growth from the market over the past two years.

STB chief executive officer Julinus Jeffery Jimit said Sabah welcomed around 9,000 Indian tourists in 2024, with arrivals rising to nearly 12,000 in 2025.

“So, this year is going to be 13,000 or more,” he said during a dinner hosted by STB for participants of the Ride Sabah North Borneo Cycling familiarisation (FAM) Tour here on Wednesday.

Julinus, who will be travelling to Mumbai next week for an outbound travel fair, said the board aims to position Sabah as a cultural adventure destination rooted in nature.

He added that Indian visitors who have travelled to Sabah cited the state’s natural environment and wildlife as key attractions.

He also expressed confidence that Sabah’s tourism industry is ready to accommodate an increase in Indian tourist arrivals.

“With the growth of numbers of Indian tourists from 2024 to 2025, I think the industry is ready. However, there’s always room for improvement and how we can better serve Indian visitors to Sabah,” he said.

Cyclists from Chennai, India, began their Sabah journey on Jan 26, exploring the state on two wheels as part of the Ride Sabah North Borneo Cycling FAM Tour.

The six-day, five-night familiarisation tour is led by Tourism Malaysia–Chennai and involves participants from the Chennai Cycling Association.

The ride officially commenced in the state capital, with cyclists flagged off from the Sabah Tourism Board building by Julinus, accompanied by Tourism Malaysia–Chennai director Hishamuddin Mustafa and Tourism Malaysia Sabah director Haryanty Abu Bakar.

The tour, themed “Sabah Cycling Paradise, Malaysia Truly Asia”, covers key destinations including Kota Belud, Kota Marudu, Kudat, Kundasang and Tamparuli, offering participants a mix of coastal scenery, highlands and cultural towns.

The initiative includes collaboration with Royal Brunei Airlines, supporting the participation of influential delegates and cycling influencers from India.

It is part of STB’s strategic efforts to strengthen Sabah’s presence in the Indian market and attract more visitors.

STB is also set to participate in the Outbound Travel Mart 2026 in Mumbai next week, where the Ride Sabah North Borneo Cycling Tour is scheduled to be launched.

The initiative supports ongoing efforts to promote Sabah as a premier cycling and eco-tourism destination for the Indian market, in conjunction with Visit Malaysia Year 2026 and Visit Sabah 2027.