KOTA KINABALU: With Thursday’s (Jan 23) inauguration of the tourist Analytics Dashboard Portal, Sabah aims to improve tourist planning, information exchange, and product development.
According to Sabah Tourism, Culture, and Environment Minister Datuk Seri Christina Liew, the new tool intends to transform the way state stakeholders and policymakers gather and analyze vital tourist data.
The portal provides a centralized, interactive platform for compiling visitor data, giving stakeholders valuable insights into the facets of Sabah’s tourism sector.
During the introduction, which coincided with the celebration of Tourism Insights Day, Liew explained, “This includes visitor demographics, expenditure patterns, and travel preferences, collected through an online survey portal that ensures seamless and systematic data gathering.”
She highlighted that the platform may also gather information on the economic effects of tourism, offering vital information to help develop regulations, enhance plans, and carry out focused advertising campaigns. This data-driven strategy will support the competitiveness and sustainability of Sabah’s tourist industry.
To effectively collaborate with state authorities and industry participants to diversify products and services and draw in more tourists, Liew emphasized the need for teamwork, pointing out that the Sabah Tourism Board needs clear instructions.
It was disclosed at the ceremony that Sabah’s tourism arrivals increased by more than 22% in 2024 over 2023. In 2023, the industry accounted for 11.7% of Sabah’s GDP, or RM13.1 billion, of the state’s total GDP.
Over 362,700 people were also employed by tourism, with the retail trade and lodging industries contributing nearly 74% of the industry’s GDP. This emphasizes how crucial it is to provide guests with an exceptional experience.
With 164 international flights and a weekly seat capacity of over 30,000, Sabah is now directly connected to 20 international destinations, demonstrating the critical role that air connectivity has played in the sector’s revival.
Chinese tourists continue to be the biggest contributors in terms of visitor demographics. In markets where demand has weakened, such as South Korea, Singapore, and Australia, difficulties still exist.
Liew recognized these difficulties and emphasized the necessity of teamwork and creative approaches to deal with market swings.
“We have a clear vision for 2025 and beyond: to establish Sabah as a top travel destination that celebrates cultural heritage, offers genuine experiences, and promotes sustainability,” Liew stated.
She said she was confident the state would meet its goal of over 3.3 million visitors this year, which would greatly boost Sabah’s economy.
“By working together, we can guarantee a more promising and sustainable future for Sabah’s tourism industry,” she continued.
