Sabah Targets Four Million Tourists in Visit Malaysia Year 2026

1 January 2026

KOTA KINABALU: Sabah is positioning itself as a leading tourism destination ahead of Visit Malaysia Year 2026, with the state targeting four million tourist arrivals, according to the Tourism, Culture and Environment Minister Datuk Jafry Ariffin.

Speaking to reporters after welcoming arrivals at the Kota Kinabalu International Airport (KKIA) this afternoon the minister said Sabah had exceeded expectations in the previous year by recording 3.6 million visitors, surpassing the initial target of 3.5 million.

Encouraged by this achievement, the state now aims to attract even more domestic and international tourists in the coming years.

“Sabah has its own strengths,” he said. “Our natural beauty, from vast coastlines and pristine seas to forests and mountains, remains our biggest asset.”

Among Sabah’s key attractions highlighted were Mount Kinabalu, a UNESCO World Heritage Site, the Crocker Range, and marine destinations such as Semporna, known for its clean waters and rich biodiversity. These locations, he noted, continue to draw strong interest from international visitors.

The minister also emphasised the importance of Sukau, a well-known ecotourism destination famous for river cruises and wildlife experiences. Sukau recently received international recognition for its community-based conservation efforts, where local livelihoods coexist with nature.

“Tourists from Europe and Japan already visit Sukau,” he said. “Moving forward, we want to ensure that more domestic tourists also experience what Sukau has to offer.”

On the issue of airline route reductions, including AirAsia’s closure of several routes to Kota Kinabalu, the minister said such decisions were part of normal business strategies and should not pose long-term problems for Sabah’s tourism growth.

He also stressed that tourist safety remains a top priority. The government, he said, is committed to improving standard operating procedures (SOPs) and upgrading basic infrastructure to ensure visitors not only enjoy Sabah’s natural beauty but also feel safe and well-supported during their stay.

“We take safety seriously,” he said. “Tourism must be enjoyable, but it must also be secure.”

Looking ahead to Visit Malaysia Year 2026, the minister expressed confidence that Sabah would continue to play a crucial role as one of the country’s main tourism hubs.

“I am confident Sabah can achieve the target of four million visitors,” he said. “We are ready to welcome the world.”