Sabah tourism receipts hit RM8.74 bln as visitor arrivals near 3.8 mln in 2025

KOTA KINABALU (Jan 31): Sabah’s tourism industry soared in 2025, welcoming 3,793,709 visitor arrivals and generating RM8.74 billion in tourism receipts.

State Tourism, Culture and Environment Minister Datuk Jafry Ariffin emphasised that while celebrating this achievement, Sabah remains committed to prioritising quality tourism alongside growth in visitor numbers.

“Surpassing the 3.5 million visitor target last year is a strong achievement, and we are now aiming for 4 million arrivals in 2026.

“While numbers are important, our primary focus remains on delivering excellent hospitality and authentic experiences that showcase Sabah’s unique qualities.

“By focusing on quality tourism, we hope to welcome even more visitors this year and in the coming years, supporting Visit Malaysia 2026 and getting Sabah ready for Visit Sabah 2027,” he said at the Sabah Tourism Awards 2026 here on Friday.

Organised by the Sabah Tourism Board, the Sabah Tourism Awards honour individuals and organisations whose resilience, innovation and collaboration continue to drive Sabah’s tourism industry forward.

Also present were Assistant Minister to the Chief Minister of Sabah cum Chairman of Sabah Tourism Board, Datuk Joniston Bangkuai; Assistant Minister of Tourism, Culture, and Environment Sabah, Andi Shamsureezal Mohd Sainal; Permanent Secretary of the Ministry of Tourism, Culture, and Environment, Datuk Josie Lai; Mayor, Dewan Bandaraya Kota Kinabalu, Datuk Seri Sabin Samitah; Chairman of Tourism Malaysia, Datuk Manoharan Periasamy and Chief Executive Officer of Sabah Tourism Board, Julinus Jeffery Jimit.

Jafry added that the ministry, through the Sabah Tourism Board, will continue working with industry partners to improve tourism offerings, flight connectivity and visitor services, aiming for steady growth and memorable visits.

Last year, domestic visitors accounted for 2,295,000 arrivals, driven by increased travel during Hari Raya Aidilfitri, the state election and school holidays. This represents 84 per cent of pre-pandemic levels.

Meanwhile, international arrivals totalled 1,498,709, which is 2 per cent above pre-pandemic levels, despite international flight capacity not yet being fully restored.

Key international markets showing growth included China (657,528 arrivals), Japan (16,980), Taiwan (34,342), the United Kingdom and Ireland (34,704), Singapore (38,638) and Australia (22,571).

As of January 2026, Sabah is connected to 15 international destinations, with 157 weekly flights and 28,966 seats available from Singapore; Brunei (Bandar Seri Begawan); Taiwan (Taipei); China (Hong Kong, Guangzhou, Shenzhen, Shanghai, Beijing, Hangzhou and Fuzhou); South Korea (Seoul and Busan); the Philippines (Manila); Indonesia (Jakarta); and Vietnam (Ho Chi Minh City).

Domestically, Sabah is connected to 13 destinations, namely Kuala Lumpur, Subang, Johor Bahru, Penang, Kota Bharu, Labuan, Kuching, Miri, Sibu, Bintulu, Mulu, Limbang and Lawas.

Cruise tourism also recorded growth, with 23 cruise ships bringing 24,634 passengers, of which 19 ships docked at Kota Kinabalu Port and four at Sandakan Port.