When Sabah reopened its gates to the world in 2022, the return of travellers brought with it more than just familiar faces from Sabah’s traditional markets.
Among the arriving passengers were visitors from countries rarely reflected in Sabah’s pre-pandemic tourism statistics – Hungary, Uzbekistan, Turkey, and Spain. Alongside these new arrivals, markets such as India and the Middle East, although modest before the pandemic, showed renewed momentum and strong potential for growth.
Even in small numbers, their presence demonstrated that Sabah’s tourism was not only recovering but also evolving, reaching new audiences and laying the groundwork for a more resilient and diverse industry.
Minister of Tourism, Culture and Environment Sabah, Datuk Seri Panglima Christina Liew highlights the vital role of domestic tourism, which sustained local businesses and maintained visitor numbers as the state rebuilt its capacity.
When international borders remained closed, Sabah recorded 573,815 domestic visitors between November 1 and December 31, 2021, following the reopening of interstate travel, a surge that continued in the following months.
The return of travellers was encouraging, but Sabah’s recovery also required careful planning and coordinated initiatives.
Under the 12th Malaysia Plan (RMK12), the Ministry of Tourism, Culture and Environment (KePKAS) and the Sabah Tourism Board (STB) rolled out targeted measures to strengthen infrastructure, retrain industry players, enhance safety standards, and prepare Sabah to attract a broader mix of travellers.
Together with the Malaysia Productivity Corporation (MPC), the Ministry refined SOPs for adventure tourism activities such as hiking, white-water rafting, and paragliding. These SOPs will soon be published and disseminated to relevant industry players.
The Ministry has also sponsored 37 Stand-Up Paddle (SUP) guides to obtain International Surfing Association (ISA) certification, the first initiative of its kind in Malaysia. In addition, From August to September, 60 tour guides from the Sabah Tourist Guide Association and Sabah Native Registered Tourist Guide Association are being sponsored for Emergency Response training conducted by Fire and Rescue Department of Malaysia, Sabah.
According to Liew, recovery was not just about waiting for visitors to return but ensuring Sabah was ready, competitive, safe, and capable of delivering quality experiences from the very start.
The RMK12 also emphasised rebuilding the industry’s foundations by upgrading infrastructure at key attractions, supporting community-driven initiatives, and offering skills training to strengthen capacity.
“These efforts helped boost local travel and revitalise key tourism sites. They allowed us to grow community-based tourism, attracting more visitors from across Sabah and other states to experience eco-tourism, homestays, and community-led activities.
We’ve seen how the surge in local travellers not only kept businesses afloat but also encouraged Sabahans to rediscover their own backyard, laying the groundwork for a stronger, more sustainable industry,” said Liew.
While domestic tourism revived the local economy, market diversification became the bridge between recovery and resilience. Restoring air connectivity was central to rebuilding market confidence.
“It’s time to move beyond dependence on just a handful of familiar markets,” Liew remarks, adding that RMK13 will take these efforts further to ensure Sabah’s tourism grows stronger and more inclusive of communities and visitors alike.
To support this, STB has been collaborating with airlines and industry partners to connect Sabah to the world and highlight the state as a must-visit destination.
Its chief executive officer, Julinus Jeffery Jimit, explained that the strategy balances the needs of established markets while tapping into new and emerging opportunities.
“Restoring air connectivity has been central to the recovery, and by working closely with partners, we’ve kept Sabah well-connected while promoting the destination in emerging markets like India, Eastern Europe, and Central Asia through targeted campaigns and expos.
“At the same time, we are diversifying our offerings by developing niche experiences such as wellness retreats alongside the continuous enhancement of birdwatching and community-based tourism, which allow us to cater to evolving traveller preferences while strengthening long-term sustainability,” he said.
Sabah’s recovery is not just about leisure tourism; the Business Events (BE) sector is playing an increasingly significant role, further amplified by the establishment of the Sabah International Convention Centre (SICC), the much-anticipated new facility for the state’s capital.
To accelerate this, KePKAS established the Sabah Convention Bureau (SCB) in 2024 to drive growth in this high-value segment, serving as the primary contact point for associations, event organisers, and business event players keen to host conferences in Sabah.
Since its inception, the SCB has supported 95 business events between 2024 and 2025, attracting 57,575 participants, with 30% comprising international delegates and 50% national delegates from outside Sabah. These events generated an estimated economic impact of RM147.75 million for the state.
“We see business events as a catalyst for growth, not just in terms of tourism receipts, but also in the way they create opportunities for knowledge exchange, build connections, and support local communities,” said SCB chief executive officer Noredah Othman.
“When delegates come for conferences or exhibitions, many extend their stay, bring their families, or even return later as leisure travellers, which means the impact goes far beyond the event itself and benefits ancillary industries such as F&B, transportation, audio-visual services, and local entertainment talents,” she added.
The Malaysian Association of Hotels (MAH) Sabah and Labuan Chapter chairman, Suresh Ramasamy, echoed this confidence, saying most hotels are well-prepared to serve both leisure travellers and MICE groups, with facilities and service standards in place to meet rising demand.
He added that MAH members have also been engaging with STB to understand new market directions and ensure hotels can accommodate the evolving needs of both business and leisure visitors.
“For example, many hotels are adopting more sustainable practices by showcasing local businesses, promoting responsible travel, and supporting community-based tourism. We get inquiries from guests who want authentic experiences, so we work closely with local tourism bodies, including STB, to connect them with community-
based operators,” said Suresh, who is also the general manager of Le Meridien Kota Kinabalu.
For rural tourism operators, recovery has been deeply personal, centred on restoring livelihoods and strengthening the local communities that make tourism possible. In Kiulu, district tourism association president, Meijin Manggingow, said villages have continued to receive steady interest from both local and international visitors seeking a deeper connection with the community.
“We’ve hosted international students, researchers, and travellers who want to experience things hands-on. They come to stay with us, help plant paddy, cook traditional meals, and take part in daily village life.
“They don’t come for a quick visit but stay to engage with the community, and because everything is community-run, the support from KePKAS has helped us build confidence and improve how we host our guests,” said Meijin, who operates a campsite in Kiulu.
Looking ahead to RMK13, Sabah is poised to further enhance tourism in line with evolving market needs, while maintaining a strong commitment to sustainability as KePKAS expands market reach and shapes tourism that benefits communities while offering experiences showcasing the state’s rich offerings to travellers from near and
far.
This includes the development of the New Sabah State Museum with a modern and interactive concept; the Kota Kinabalu Performing Arts Centre (KKPAC), a professional venue for arts events and performances; and a Digital Museum that offers immersive virtual tourism experiences. Other initiatives include upgrading the Kota Kinabalu Heritage Trail to systematically connect heritage sites, as well as enhancing the KK Wetlands walkway to promote urban ecotourism.
For the Ministry, the focus remains on improving the quality of tourism by delivering meaningful experiences that benefit both visitors and local communities.
