A Bornean Elephant along the bank of Kinabatangan River.-Bernama photo
KOTA KINABALU (July 11)Sabah’s tourism industry often draws comparisons with regional giants like Bali, Phuket, or Da Nang. While these comparisons can offer valuable insights, it’s important for the public to understand that Sabah has chosen a different path — one built on sustainability,
conservation, and the wellbeing of our local communities.
Phuket and Bali recovered more quickly than Sabah largely due to their early, phased reopening strategies and proactive international engagement.
• Phuket launched the Sandbox pilot programme in July 2021, allowing fully
vaccinated tourists to enter without quarantine. This positioned Phuket as a safe and accessible destination early on, attracting international travelers — particularly from Europe and the Middle East. By late 2021, Thailand further expanded its “Test & Go” scheme to other gateways, accelerating national tourism recovery.
• Bali began zonal reopening in mid-2021, starting with green zones such as Nusa Dua and Ubud. By April 2022, it fully reopened with visa-on-arrival for over 40 countries.
Combined with strong branding and a concentrated tourism infrastructure, Bali’s
recovery was swift and well-supported.
• Sabah, in contrast, reopened its borders under Malaysia’s national policy on April 1, 2022, without a phased or state-specific pilot programme. International flights resumed only by mid-April, with direct China flights returning in March 2023.
These different recovery strategies were based on different nations and localities’ assessment on their strengths and priorities. Inconsiderate comparisons create biased and unfair analysis.
Acknowledging Our Challenges
We fully acknowledge that Sabah faces challenges.
Infrastructure in certain urban areas, including parts of Kota Kinabalu, requires improvement.
Our international air connectivity remains more limited than destinations with direct links to Europe, the Middle East, or Australia.
We do not yet have large-scale urban attractions like mega malls, vibrant nightlife districts, or theme parks found in other tourism hotspots.
These are realities we are actively addressing through ongoing development plans, urban rejuvenation projects, and gradual enhancements to connectivity and facilities.
Why Sabah’s Path Is Different
Unlike mass tourism destinations, Sabah’s tourism model is intentionally focused on low-impact, high-quality experiences.
We are home to some of the world’s most precious ecosystems, including Kinabalu Park (a UNESCO World Heritage Site), the rich biodiversity of the Kinabatangan floodplain, and the globally renowned diving site of Sipadan Island.
Our natural attractions are fragile and cannot support mass tourism without risking
irreparable harm to the environment and the communities who depend on these ecosystems.
Learning from the experiences of overtourism faced by other destinations, Sabah is
determined to avoid similar pitfalls that lead to environmental degradation, strained local resources, and diminished visitor experiences.
Instead, Sabah is positioning itself as a destination for sustainable, meaningful travel, offering visitors unique opportunities for adventure, wildlife encounters, and authentic cultural experiences.
Domestic Tourism: A Vital Pillar
Domestic tourism is sometimes undervalued in public discussions, but for Sabah, it has been a crucial lifeline.
During the international border closure, Sabah’s tourism industry strategically pivoted to the domestic market as a critical lifeline for the sector. With interstate travel in Malaysia resuming on 11 October 2021, following the achievement of over 90% adult vaccination, Sabah capitalised on this momentum by activating cross-state travel initiatives.
This timely shift to domestic tourism was instrumental in preserving business continuity, supporting local operators, and sustaining livelihoods. It also allowed industry players to adapt their products and services to new market expectations, maintain operational capacity, and remain resilient during a period of global travel uncertainty. The strong
domestic foundation laid during this time ensured that Sabah’s tourism sector was well-prepared for the eventual reopening of international borders.
The domestic market remains a crucial pillar of Sabah’s tourism strategy — not only as a buffer during international border closures but also as a sustainable response to the current global economic slowdown. Recognising the stabilising effect of domestic travel, many governments have prioritised local tourism to stimulate internal economic activity.
In 2023, Sabah recorded 2.6 million total visitor arrivals, of which approximately 1.75 million were domestic travellers (around 67%), and 858,000 were international arrivals.
In 2024, total arrivals rose to approximately 3.2 million, reflecting an encouraging upward trend. Of these, around 2.0 million were domestic visitors and 1.2 million were international
arrivals — a 40% increase in international arrivals year-on-year.
This steady growth in international markets is a positive signal that Sabah is regaining its global presence. At the same time, domestic tourism continues to form the backbone of the industry, supporting rural economies, sustaining tourism operators, and ensuring business
continuity in between seasonal international flows.
Domestic and international arrivals complement each other:
Domestic arrivals provide year-round stability and economic0p resilience, particularly in times of global uncertainty.
International arrivals contribute additional economic value through longer stays, higher
average spending, and foreign exchange earnings.
Together, they help Sabah build a more balanced, inclusive, and resilient tourism ecosystem as the state moves toward Visit Malaysia Year 2026 and beyond.
During the pandemic and other crises, domestic travellers sustained our tourism businesses,
supported rural communities, and kept local economies moving.
While we continue working to rebuild and grow our international markets, domestic tourism remains a strong foundation — contributing to regional inclusivity and economic resilience.
A Growing International Footprint
Despite the challenges, Sabah’s international tourism is recovering strongly.
International arrivals rose from just over 7,000 in 2021 to over 858,000 in 2023.
Projections for 2025 suggest we could surpass 1.1 million international visitors — reflecting an impressive rebound toward pre-pandemic levels.
We are steadily expanding connections to key regional markets, including Korea, China, Japan, and Singapore.
Sabah is currently served by 14 international routes with 122 weekly international flights with a total weekly seating capacity approximately 22,337 seats.
We are growing thoughtfully, ensuring that increases in visitor numbers match our
infrastructure capacity and conservation priorities.
Sabah’s Strengths: Authentic and Naturally Inspiring
Sabah does not aim to replicate other destinations. Instead, we offer experiences that are truly our own:
• Majestic natural landscapes from mountain peaks to coral reefs
• Close encounters with wildlife like orangutans, proboscis monkeys, and pygmy elephants
• Pristine beaches, islands, and breathtaking sunsets
• A rich cultural tapestry woven from diverse indigenous communities
• Eco-adventures that allow visitors to connect deeply with nature while contributing
to conservation and local livelihoods
These strengths are increasingly in demand as global travellers seek destinations that value
authenticity, sustainability, and responsible tourism.
Sabah’s Distinctive Brand: Naturally Inspiring, Beyond
Ordinary Culture, Adventure, and Nature — or CAN — defines what makes Sabah truly unique.
Sabah’s tourism brand is built upon this remarkable blend, offering diverse experiences that span vibrant traditions, thrilling activities, and breathtaking natural wonders. It’s a place where mountain high meets ocean deep.” Unlike destinations focused solely on urban attractions or mass tourism, Sabah offers authentic, meaningful journeys that connect visitors deeply with nature and local communities. Sabah is proud to be home to 10 unique
attractions that set it apart as a destination:
UNESCO Triple Crown Site — Kinabalu Park, recognized as a World Heritage Site for its
outstanding biodiversity, geological importance, and cultural significance.
World’s Highest Tropical Tree — A towering yellow meranti tree standing at over 100
metres tall, discovered in Sabah’s rainforests.
Sepilok Orangutan Rehabilitation Centre — The oldest and largest orangutan rehabilitation centre in the world, renowned for rescuing and rehabilitating orphaned and injured orangutans.
Bornean Elephant — Asia’s smallest elephant species, unique to Borneo, found roaming Sabah’s lush lowland forests.
Sipadan Island — Globally renowned as one of the top dive sites in the world, teeming with vibrant marine life.
Bornean Sun Bear Conservation Centre — The only centre in the world dedicated to the care, research, and conservation of the world’s smallest bear species.
Tanjung Aru Sunset — Recognized as one of the world’s most stunning sunsets, painting the skies in brilliant hues over calm seas.
Top 5 Highest Peaks in Malaysia are in Sabah — Highlighting the state’s dramatic mountain
landscapes beyond just Mount Kinabalu.
Birding in Sabah — A paradise for birdwatchers with over 688 recorded bird species,
including many Bornean endemics.
Second Oldest Lowland Rainforest in the World — Sabah’s lowland rainforests hold incredible biodiversity and ancient ecological significance.
Beyond its natural wonders, Sabah is defined by its warm hospitality, vibrant culture, and commitment to sustainable tourism. Visitors can enjoy eco-adventures while contributing to conservation efforts and supporting local communities, ensuring that travel remains responsible and meaningful.
Through all these elements, Sabah presents a distinctive brand promise: a destination that is Naturally Inspiring, Beyond Ordinary — offering not just places to see, but meaningful connections to nature, people, and purpose.
Moving Forward — Carefully and Confidently Sabah’s tourism strategy is not shaped merely by limitations, but by deliberate choices. We
prioritise:
• Protecting world-class natural and cultural heritage
• Building sustainable infrastructure before expanding further
• Ensuring tourism benefits local communities
• Creating a tourism industry that can stand resilient against future challenges.
We believe that success is not just measured in visitor numbers, but in the quality of
experiences we offer and in our ability to protect what makes Sabah unique.
An Invitation to Discover Sabah
Sabah welcomes visitors who value nature, culture, and meaningful travel. Whether you are drawn by our mountains, our rainforests, our oceans, or our people, we invite you to discover the wonders of Sabah — a destination that is Naturally Inspiring, Beyond Ordinary.
