KOTA KINABALU: Sabah aims to log four million tourist arrivals this year following last year’s strong 3.79 million, said state Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
The state recorded 3,793,709 visitor arrivals last year, generating RM8.74 billion in tourism receipts, he said.
“Surpassing the 3.5 million visitor target last year is a strong achievement, and we are now aiming for four million arrivals in 2026.
“While numbers are important, our primary focus remains on delivering excellent hospitality and authentic experiences that showcase Sabah’s unique qualities.
“By focusing on quality tourism, we hope to welcome even more visitors this year and in the coming years, supporting Visit Malaysia 2026 and getting Sabah ready for Visit Sabah 2027,” he said at the biennial Sabah Tourism Awards 2026, which was resumed since the pandemic at a hotel here last night.
Awards in 12 categories were given out, with separate lifetime recognition awards presented to former Sabah Tourism Board general manager, the late Datuk Irene Benggon Charuruks and former chairman Datuk Seri Tengku Dr Zainal Adlin Tengku Mahamood.
The event, organised by the Sabah Tourism Board, honours individuals and organisations for their resilience, innovation and collaboration in driving Sabah’s tourism industry.
Jafry said Sabah Tourism Board will continue working with industry partners to improve tourism offerings, flight connectivity and visitor services.
Present at the awards were Assistant Minister to the Chief Minister Datuk Joniston Bangkuai, Assistant Tourism, Culture and Environment Minister Dr Andi MD Shamsureezal Mohd Sainal, Permanent Secretary Datuk Josie Lai and Sabah Tourism Board chief executive officer Julinus Jeffery Jimit.
Last year, domestic visitors accounted for 2,295,000 arrivals, driven by increased travel during Hari Raya Aidilfitri, the state election and school holidays. This represents 84 per cent of pre-pandemic levels.
Meanwhile, international arrivals totalled 1,498,709, which is two per cent above pre-pandemic levels, despite international flight capacity not yet being fully restored.
Key international markets showing growth included China (657,528 arrivals), Japan (16,980), Taiwan (34,342), the United Kingdom and Ireland (34,704), Singapore (38,638) and Australia (22,571).
As of this month, Sabah is connected to 15 international destinations, with 157 weekly flights and 28,966 seats available from Singapore, Brunei, Taipei, Hong Kong, Guangzhou, Shenzhen, Shanghai, Beijing, Hangzhou, Fuzhou, Seoul, Busan, Manila, Jakarta, and Ho Chi Minh.
Domestically, Sabah is connected to 13 destinations, namely Kuala Lumpur, Subang, Johor Baru, Penang, Kota Baru, Labuan, Kuching, Miri, Sibu, Bintulu, Mulu, Limbang and Lawas.
Cruise tourism also recorded growth, with 23 cruise ships bringing 24,634 passengers, of which 19 ships docked at Kota Kinabalu Port and four at Sandakan Port – NST
