Sabah Tourism blueprint to steer sustainable tourism sector

16 April 2025

KOTA KINABALU: The Ministry of Tourism, Culture, and Environment is in the process of drafting the Sabah Tourism Blueprint, which aims to steer the sustainable development and planning of the state's tourism sector.

Assistant Minister Datuk Joniston Bangkuai announced that this comprehensive master plan will provide a clear framework to reorganise Sabah's tourism strategies and identify the needs and direction for future development in a more structured and sustainable manner.

He made this announcement during the winding-up speech of his ministry at the State Legislative Assembly.

Joniston highlighted that several initiatives have already been implemented by the ministry to revitalise the tourism sector in the wake of the pandemic.

As a result, visitor arrivals to Sabah increased by 20.4% in 2024 compared to the previous year.

“For January 2025 alone, we welcomed 303,614 tourists, with total tourism receipts reaching RM723.09 million, representing a 23% increase compared to January 2024,” he stated.

To achieve the target of 3.5 million tourist arrivals this year, Joniston confirmed that the Sabah Tourism Board (STB) will continue to enhance its promotional strategies through the Explore Sabah branding campaign, which focuses on themes of culture, adventure, and nature.

The campaign specifically targets seven core markets: the United Kingdom, Australia, Japan, China, India, Southeast Asia, and domestic travellers.

According to Joniston, this year’s focus includes beach and nature experiences, diving, wildlife encounters, and wellness tourism, all designed to provide visitors with immersive and authentic experiences.

In terms of promotion, Joniston noted that Sabah will continue to leverage traditional platforms such as domestic and international travel fairs while expanding its digital campaigns to reach global audiences.

He added that niche tourism products, such as birdwatching, educational tours, and wellness retreats, are gaining popularity among international tourists. The Ministry is also exploring new markets, including India, Russia, and Eastern Europe.

Regarding the suspension of several AirAsia flight routes, Joniston acknowledged that this was a business decision by the airline but assured that the STB is actively reviewing its strategy with AirAsia under the five-year Memorandum of Understanding signed with the airline.

“We are in discussions with AirAsia to explore options for reviving the suspended routes. We are also engaging with other airlines, such as Royal Brunei and Scoot, including proposals for aircraft upgrades to meet rising demand,” he added.

He explained that the five routes were suspended as AirAsia projected only around 75,000 passengers for the entire year. However, the ministry is actively exploring new strategies to attract more visitors to Sabah.

“We also acknowledge suggestions such as reinstating the Subang-Kota Kinabalu route, and we will convey this suggestion to AirAsia,” he said.

Datuk Darell Leiking (Warisan–Moyog) previously raised the suggestion, emphasising the importance of the Subang direct route, particularly for Sabahan students.