KOTA KINABALU, June 5 — Sabah has seen a steady increase in French tourists visiting, with 2,116 people in the first four months of 2025 — a significant improvement compared to 1,669 in the first four months of last year.
Assistant Minister of Tourism, Culture, and Environment Datuk Joniston Bangkuai explained that the increasing figures indicate Sabah’s increasing popularity among European tourists interested in its diverse culture, natural beauty, and adventure activities.
“In 2023, we received 5,921 French tourists. We are looking forward to the figure increasing as Sabah continues to win the hearts of French and European tourists,” explained Joniston, the Sabah Tourism Board chairman.
He was speaking at a sunset dinner cruise event hosted by the Sabah Tourism Board on Tuesday (June 3) to greet a group of French travel agents. The delegation finished a three-day familiarization tour of the state on Wednesday (June 4).
During their visit, the group hiked through jungle paths on Gaya Island, observed Indigenous heritage at Mari Mari Cultural Village, and viewed traditional performances — activities that have been described by many as both enriching and memorable.
“Sabah is on the right track,” noted Andreas Gantenbein, managing director for AERTiCKET in Belgium, France, and Switzerland. “We enjoyed an excellent insight into what Sabah has to present. Cultural exchange and hospitality were awesome.”
Malaysia’s Ambassador to France, Datuk Eldeen Husaini, who accompanied them, attested to Sabah’s standing as a world-class destination for French tourists.
“Sabah has all the makings to receive more French tourists — from its cultural heritage to natural scenery. The Paris embassy will also play a role in helping efforts to sell the state, especially by promoting its heritage and nature’s gems,” he said.
Joniston also made assurances about safety, particularly for first-time visitors to the destination.
“The security presence that we have, specifically on the east coast, is preventative. It’s not because the area isn’t safe, but it’s because we’re committed to making it safe — for our community, our visitors, and the venues they’re going to experience,” he said.
He cited the upcoming Sail Malaysia Borneo festival, to be held from July to September, as a unique opportunity for international tourists to see Sabah by the sea. Over 30 yachts from more than 15 countries will participate in the rally.
“Sail Malaysia offers a new vision of Sabah by the sea and gives participants a chance to explore coastal as well as inland attractions,” he added.
Tourism Malaysia’s International Promotion Division Director Akbal Setia, Tourism Malaysia Paris Director Zalina Ahmad, and Sabah Tourism Board CEO Julinus Jeffery Jimit were also present.
