SABAH is accelerating its tourism recovery through targeted global promotions, new product development, and cultural infrastructure investment to attract 3.5 million tourists this year.
Assistant Minister of Tourism, Culture and Environment Datuk Joniston Bangkuai said the Ministry has introduced wide-ranging measures to rebuild the industry and strengthen Sabah’s position as a top ecotourism and cultural destination.
During the Ministry’s winding-up speech at the State Assembly, Joniston said the State’s tourism ecosystem — interlinked with infrastructure, local governance, natural assets, and socio-economic conditions — had shown encouraging signs of recovery.
“In 2024, we recorded a 20.4 per cent increase in tourist arrivals compared to the previous year,” he said.
“In January this year alone, Sabah welcomed 303,614 visitors, generating RM723.09 million in tourism receipts — an increase of 23 per cent compared to the same month in 2024.”
He attributed the growth to aggressive marketing strategies and renewed global interest in travel experiences rooted in culture, wildlife, and nature.
The ongoing “Explore Sabah” campaign is central to Sabah’s promotional efforts, anchored by three thematic pillars — culture, adventure, and nature.
Joniston said the campaign would continue to focus on seven key markets—the United Kingdom, Australia, Japan, China, India, Southeast Asia, and domestic tourists. “Promotional efforts will be intensified to ensure we meet this year’s 3.5 million visitor target,” he said.
He said the Ministry is placing special emphasis on authentic experiences such as beach and nature exploration, diving activities, and direct interactions with wildlife — all of which are trending among international travellers.
“The focus on authenticity allows us to offer experiences unique to Sabah and not easily replicated elsewhere.
“We are committed to working with tourism operators to maintain quality and deliver memorable experiences.”
High-impact marketing collaborations with tourism players will continue in 2025, following the success of similar initiatives last year.
In line with global trends, Sabah is also developing new tourism niches such as birdwatching, wildlife tours, educational tourism, and wellness tourism.
“These segments are increasingly appealing to long-haul travellers, particularly from Europe and Japan.
“We will support the development of new tourism products while ensuring that Sabah remains among the top-tier destinations in the region,” he said.
He added that efforts to explore new markets—including India, Russia, and Eastern Europe—will continue through active trade engagements and familiarisation trips.
“The presence of international hotel chains in Sabah reflects strong global confidence in our tourism potential,” he said.
Joniston said visitor safety remains a top priority. In February, the Ministry, in collaboration with the British High Commission, conducted a First Response Course in Semporna.
This was the first time such training was held there, involving enforcement agencies and private tour operators.
“We are committed to ensuring safety measures are in place, especially in tourist areas,” he said.
In addition, the Ministry has introduced Standard Operating Procedures (SOPs) for high-risk activities such as scuba diving, sea walking, parasailing, snorkelling, and white-water rafting.
“We recently certified 12 guides for the increasingly popular Stand-Up Paddle activity at Tanjung Aru Beach.
“These measures are intended to ensure operators adhere to safety standards and best practices.”
Sabah’s cultural heritage also remains a pillar of its tourism identity.
Joniston said the State Government has resumed construction of the long-delayed Dusun Ethnic Museum in Ranau, a key project expected to be completed within a year.
“The museum will be a heritage tourism attraction highlighting the richness and uniqueness of our ethnic traditions,” he said.
In January, Chief Minister Datuk Seri Hajiji Noor officiated the groundbreaking ceremony for the Sabah Cultural Complex in Kinarut.
The complex will comprise two major components: a Cultural Village and a Cultural Centre, combining traditional architecture with modern interpretive exhibits.
“This new tourism magnet will offer a distinctive and immersive cultural experience.
“It will complement existing cultural centres across the State and strengthen efforts to preserve and enrich Sabah’s cultural legacy,” he said.
Beyond cultural preservation, the Ministry is also working to integrate nature-based education into tourism.
The Kota Kinabalu Wetland Ramsar Site, a sanctuary for migratory birds, is set for major upgrades, including rebuilding a 1.3-kilometre boardwalk.
“The project is scheduled to begin in August this year and will enhance educational and ecotourism offerings in the city,” said Joniston.
In Kudat, the Ministry will begin the development of the Marine Gallery and Discovery Centre at Tanjung Simpang Mengayau — famously known as the Tip of Borneo.