Sabah tourism contributes RM13.7 bln to economy, employs nearly 388,000, says Jafry

KOTA KINABALU (Dec 16): Sabah’s tourism industry recorded a robust contribution of RM13.7 billion to the state’s economy in 2024, accounting for 12 per cent of the state’s Gross Domestic Product (GDP) and generating employment for 387,600 people.

Tourism, Culture and Environment Minister Datuk Jafry Ariffin said this during his winding-up speech for the ministry at the State Assembly sitting on Tuesday.

“The Sabah tourism industry achieved a growth of 4.2 per cent in 2024, compared to 4.5 per cent in 2023, with direct tourism GDP contributing RM5.2 billion to the state’s economy,” he said.

“This encouraging performance is supported by key subsectors including retail trade, which grew 3.2 per cent; accommodation and food & beverage services, up 3.5 per cent; travel agencies and booking services, rising 5.9 per cent; and passenger transport and fuel retail, which grew 9 per cent.”

Jafry noted that retail trade remained the largest contributor at 47.3 per cent, while accommodation and food & beverage services contributed 29.7 per cent. Travel agencies, cultural, sports, and recreation services, as well as other tourism-related services, made up 13.5 per cent, with passenger transport and vehicle fuel sales accounting for 9.5 per cent.

“Overall, tourism employment in Sabah accounts for 22.6 per cent of the total workforce in the state. Retail trade and accommodation & food services are the main contributors, collectively making up 86.1 per cent of tourism employment,” he said.

Jafry highlighted the ministry’s efforts to promote Sabah as a premier destination for international and domestic tourists, noting strategic partnerships with airlines such as AirAsia and Brunei Airlines, as well as innovative digital marketing campaigns using augmented reality, virtual reality, and AI-driven platforms.

“The ministry has also collaborated with companies such as Realme and DHL to expand Sabah’s tourism reach globally, while committing to sustainability through the use of SAF (Sustainable Aviation Fuel),” he added.

Looking ahead, the minister said the state is preparing for the Visit Sabah Year 2027, with plans to launch the “Explore Sabah – Naturally Inspiring, Beyond Ordinary” branding in the first quarter of 2026.

He also emphasised the ministry’s commitment to visitor safety, with the establishment of a Tourist Safety Monitoring Unit and a 24-hour Crisis Management Team to provide immediate assistance to tourists in emergencies.

“Safety and wellbeing of visitors, especially foreign tourists, remain a top priority for the state government,” Jafry said.

The minister also underlined the importance of sustainable tourism development under the 13th Malaysia Plan (RMKe-13), which includes new initiatives such as the Sabah State Museum redevelopment, the Kota Kinabalu Performing Arts Centre, and the Arte Museum (Digital Museum).

“In 2026, Taman-Taman Sabah will open a new hostel facility at KM4, Layang-Layang, Mount Kinabalu, providing a comfortable base for climbers. Our conservation efforts will also continue with proposals to gazette new protected areas, preserving Sabah’s natural and cultural heritage,” he said.

Jafry concluded that the state government remains fully committed to nurturing tourism, culture, and the environment, ensuring that Sabah’s natural beauty and cultural diversity continue to drive sustainable economic growth.