Sabah Opens Doors to ASEAN Tourism Future with ATEX 2025

19 June 2025

KOTA KINABALU: With warm welcomes and high aspirations, Sabah proudly took center stage in the ASEAN tourism arena today as the ASEAN Travel Exchange 2025 (ATEX 2025) officially opened in Kota Kinabalu.

The international event, a collaborative effort by ASEANTA, FATA, and MATTA in partnership with the Sabah Ministry of Tourism, Culture and Environment, is poised to reshape regional tourism conversations and strengthen Sabah’s rising profile as a tourism powerhouse.

In a keynote speech delivered on behalf of Sabah Chief Minister Datuk Seri Panglima Hajiji Haji Noor by Deputy Chief Minister Datuk Seri Christina Liew, Sabah positioned itself not just as a stunning destination—but as a vital partner in the shared tourism vision of ASEAN.

“Tourism is the driving force of Sabah’s economy,” Hajiji said, citing that over 380,000 jobs in the state are tied to the industry. In 2023 alone, tourism brought in a staggering RM13.1 billion, contributing 15% to the state’s GDP, a testament to Sabah’s resilience and its tourism sector’s vital role in both urban growth and rural development.

Beyond the numbers, the Chief Minister emphasized the real stories behind Sabah’s tourism boom, local livelihoods, community pride, and sustainable progress. Community-based tourism, he said, has become the heart of Sabah’s strategy, empowering rural villages and creating authentic Sabahan experiences for global travelers. In 2024, 18 districts generated RM7 million in revenue from such grassroots initiatives.

Hosting ATEX 2025 is a landmark moment for Sabah, offering a platform to forge new partnerships and showcase what the state has to offer, from its pristine natural beauty and cultural heritage to its commitment to responsible tourism.

Sabah’s forward-looking tourism vision includes upgrades to infrastructure like the Kota Kinabalu International Airport, improved access to remote areas, and enhanced digital platforms for better visitor engagement. Green economy principles and digital transformation are also at the core of its roadmap.

“Sabah envisions itself as a peace hub,” Hajiji declared, “where culture, history, and nature harmoniously exist and where development is balanced with responsibility and sustainability.”

With delegates from across Southeast Asia in attendance, ATEX 2025 is more than an event, it is a statement. A statement that Sabah is ready to take on a leading role in ASEAN tourism, not just welcoming tourists, but shaping the future of travel in the region.

As the ceremonial gong marked the official opening, the message was clear: Sabah is not just a destination, it's a dynamic force in ASEAN tourism, ready to grow stronger, smarter, and more united than ever.

Also present during the event were the Assistant Minister Datuk Joniston Bangkuai, Sabah Tourism Board Chief Executive Officer Julinus Jimit and Datuk Josie Lai the Ministry's Permanent Secretary.