Kota Kinabalu: Sabah has seen a notable rise in international tourist arrivals, particularly from China, said State Tourism, Culture, and Environment Minister, Datuk Seri Christina Liew.
She said that a total of 2.8 million visitor arrivals were recorded from January to November last year, marking an impressive 22.7 per cent increase compared to 2023.
“This resurgence has brought us to 76 per cent of pre-pandemic levels, a testament to our resilience and commitment to revitalising this crucial sector.
“Our domestic arrivals rose by 7.1 per cent, while international arrivals demonstrated robust growth of 57.1 per cent.
“Notably, the Chinese market emerged as a key contributor, with a staggering increase of 566.7 per cent in arrivals, reflecting renewed connectivity and targeted marketing efforts,” she said during the Tourism Insights Day at the Sabah Tourism Board office, on Thursday.
Despite the achievements, Liew acknowledged challenges in markets such as South Korea, Singapore and Australia, where softer demand had been observed.
“Addressing these fluctuations will require collaborative and innovative strategies,” she said.
Liew highlighted that the retail trade and accommodation sectors accounted for nearly 74 per cent of tourism’s GDP contributions, emphasising the importance of delivering a world-class experience for visitors.
“We will continue to support these industries while also fostering growth in emerging sectors such as cultural, sports and recreational services,” she added.
With 164 international flights and a weekly seat capacity of over 30,000, Sabah is now directly connected to 20 international destinations.
Liew also noted that the launch of additional routes, including Singapore to Tawau and Tokyo to Kota Kinabalu in January and February this year, reflects successful collaborations between the Sabah Tourism Board and airline partners.
“These connections not only enhance accessibility but also strengthen Sabah’s position as a preferred destination for global travellers,” Liew said.
She also said the tourism sector contributed RM13.1 billion to Sabah’s gross domestic product in 2023, employing over 362,700 individuals, underscoring its role as a vital economic driver and a source of livelihood for many Sabahans.
Harnessing data and technology, particularly through the Sabah Regional Tourism Satellite Account, provides valuable insights for decision-making, she explained.
“Leveraging such data, combined with advancements in digital marketing and smart tourism, will position Sabah at the forefront of the tourism industry.
“Our sustained efforts and innovative approaches, including promoting sustainability, enhancing visitor experiences, and strengthening collaborations with stakeholders, will ensure continued growth,” she said.
