Kota Kinabalu: Sabah has poured millions of ringgit into upgrading tourism facilities in Sandakan and is rolling out a string of promotions to draw more visitors ahead of Visit Sabah Year 2027.
“The Sandakan to Kinabatangan corridor is among the most popular destinations, especially among European and Australian tourists, owing to its rich biodiversity and unique heritage value,” said State Tourism, Culture and Environment Minister Datuk Jafry Ariffin in his winding-up speech.
He pointed out that tourism economic benefits must reach rural villages and districts, not just urban centres.
Jafry said RM2.15 million was allocated in 2024 and RM5.5 million in 2025 to upgrade tourism facilities in Sandakan, covering basic amenities, accessibility, signage and overall improvements at tourist focal points.
“The Sabah Tourism Board (STB) has also drawn up a dedicated tourism calendar for Sandakan to help visitors plan around local events and festivities in preparation for Visit Sabah Year 2027,” he said.
He said promotional efforts for Sandakan include participation in international travel fairs such as the World Travel Market, Internationale Tourismus-Börse Berlin and Outbound Travel Mart (OTM) Mumbai, with six familiarisation trips for media, influencers and travel agents planned this year.
“The Ministry has also secured partnerships with National Geographic and Abercrombie and Kent, placing Sandakan on exclusive international travel itineraries,” he said.
Additionally, he said, high-impact events supported for Sandakan include the ANZAC Day Memorial, Sandakan Memorial Day, the Borneo Sevens Rugby Tournament, Sepilok Jazz Festival and the Borneo Bird Festival.
Responding to Sulabayan on tourism product development, Jafry welcomed suggestions to brand Sandakan as a premium ecotourism destination, expand the use of key opinion leaders and influencers for digital marketing and develop cultural homestay products rooted in existing villages.
He said all three approaches are already being implemented.
“Even in my own area, Sukau, villagers are running homestays where they can showcase the life and culture of the Orang Sungai. The food is served right in the home,” he said, adding that the Ministry of Tourism, Arts and Culture provides grants and licensing assistance for those wishing to enter the homestay sector.
On the impact of the Middle East geopolitical crisis on tourist arrivals, raised by Sri Tanjong, Jafry said efforts to penetrate alternative markets are already underway.
These include participation in the OTM India, cooperation with Royal Brunei Airlines and Tourism Malaysia, discussions with Scoot Airlines for routes to South India and efforts to attract direct flights through IndiGo Airlines.
“These steps are aimed at diversifying our tourist source markets and reducing dependency on traditional markets,” he said.
Jafry welcomed Sri Tanjong’s suggestion of hotel vouchers to stimulate domestic tourism, saying the proposal would be raised with the STB as one of the alternatives to support the industry.
He also welcomed the Federal Government’s decision to extend Visit Malaysia Year 2026 to 2027, saying the extension gives additional room to strengthen promotional strategies and will generate a positive spillover for the Visit Sabah Year campaign.
On calls from Luyang for more modern and dynamic tourism products, Jafry said the matter is among the key agendas under the 13th Malaysia Plan, particularly in empowering high-impact and experience-based tourism product development.
Responding to Karambunai on Pulau Sepanggar, Jafry said his Ministry, together with the STB and Kota Kinabalu City Hall, is formulating a feasibility initiative to develop the island as an adventure tourism destination with emphasis on local community involvement so that residents directly benefit from economic returns.
On proposals from Pantai Manis, Balung and Banggi to develop Old Papar Town as a heritage hub, the Balung Kokos tagal system as a fishing tourism product, and sites on Pulau Balambangan as tourist destinations, Jafry said all three areas have strong potential.
He noted that Batu Bersusun Balung Kokos is already being promoted globally through STB videos and that a site visit to Pulau Balambangan has been conducted to assess its product potential.
“The Ministry will examine these suggestions in greater detail. However, the Ministry recommends that these proposals also be raised at the District Tourism Action Council level, chaired by the District Officer or President, to ensure that planning and implementation can be coordinated at the local level,” he said.
