Sabah Records 3.79 Million Tourist Arrivals and RM8.74 Billion in Receipts in 2025

31 January 2026

KOTA KINABALU: Sabah’s tourism industry enjoyed robust growth in 2025, recording 3,793,709 visitor arrivals and generating RM8.74 billion in tourism receipts.

State Minister of Tourism, Culture and Environment, Datuk Jafry Ariffin, said that while the achievement was worth celebrating, Sabah remained firmly committed to prioritising quality tourism alongside growth in visitor numbers.

“Surpassing the 3.5 million visitor target last year is a significant achievement, and we are now aiming for four million arrivals in 2026.

“While numbers matter, our primary focus remains on delivering excellent hospitality and authentic experiences that highlight Sabah’s unique attractions.

“By emphasising quality tourism, we hope to welcome even more visitors this year and in the years ahead, in support of Visit Malaysia 2026 and as we prepare for Visit Sabah 2027,” he said at the Sabah Tourism Awards 2026 here on Friday (30 January).

Organised by the Sabah Tourism Board, the awards recognise individuals and organisations whose resilience, innovation and collaboration continue to propel Sabah’s tourism industry forward.

Jafry added that the Ministry, through the Sabah Tourism Board, would continue to work closely with industry players to enhance tourism products, improve air connectivity and strengthen visitor services, with the aim of achieving sustainable growth and memorable travel experiences.

In 2025, domestic visitors accounted for 2,295,000 arrivals, driven by increased travel during Hari Raya Aidilfitri, the state election period and school holidays. This figure represents 84 per cent of pre-pandemic levels.

International arrivals, meanwhile, totalled 1,498,709, exceeding pre-pandemic levels by two per cent, despite international flight capacity not yet being fully restored.

Key international markets showing growth included China with 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 January 2026, Sabah is connected to 15 international destinations with 157 weekly flights, offering a total of 28,966 seats from Singapore; Brunei (Bandar Seri Begawan); Taiwan (Taipei); China (Hong Kong, Guangzhou, Shenzhen, Shanghai, Beijing, Hangzhou and Fuzhou); South Korea (Seoul and Busan); the Philippines (Manila); Indonesia (Jakarta); and Vietnam (Ho Chi Minh City).

Domestically, Sabah is linked to 13 destinations, namely Kuala Lumpur, Subang, Johor Bahru, Penang, Kota Bharu, Labuan, Kuching, Miri, Sibu, Bintulu, Mulu, Limbang and Lawas.

Cruise tourism also posted encouraging growth, with 23 cruise ships bringing in 24,634 passengers. Of these, 19 ships docked at Kota Kinabalu Port, while four called at Sandakan Port.