Sabah Tourism Industry Celebrates Achievements at Sabah Tourism Award 2025

31 January 2026

KOTA KINABALU: Sabah’s tourism industry was celebrated at the recent Sabah Tourism Awards, where the Minister of Tourism, Culture, And Environment Sabah, Datuk Jafry Ariffin, commended the sector’s resilience and achievements.

In his address, Jafry expressed appreciation to the organising committee for successfully hosting the event. He highlighted that twelve award categories showcase the diverse strengths and excellence within Sabah’s tourism sector. The minister noted a strong spirit of competition, evidenced by numerous nominations received.

He announced that in 2025, Sabah recorded 3.79 million tourist arrivals, surpassing the initial target of 3.5 million, with tourism receipts reaching RM8.74 billion. Looking ahead, the ministry aims for four million visitors in 2026, calling for increased efforts and collaboration to ensure sustainable growth.

Jafry emphasised the importance of cooperation between government agencies and the private sector, which plays a vital role in driving tourism, a key pillar of Sabah’s development. He described the awards as more than mere recognition, viewing them as a platform to promote leadership, innovation, service quality, sustainability, and community impact within Sabah’s tourism ecosystem.

He congratulated all award recipients and expressed hope that their success will be sustained through ongoing collaboration with the Ministry and the Sabah Tourism Board.

The minister also highlighted that 2026 is Visit Malaysia Year, with preparations underway for Visit Sabah 2027. He urged industry players to maintain momentum through continued innovation and dedication.

Finally, he announced that the next Sabah Tourism Awards will be held in 2028, inspiring industry stakeholders to prepare for future growth. He concluded by thanking all involved and encouraging continued efforts to advance Sabah’s tourism industry.

The event was attended by industry leaders, government officials, and tourism stakeholders, with many expressing optimism about Sabah’s tourism prospects and the ongoing efforts to elevate the state’s profile as a premier travel destination.

Among the winners and bestowed awards were Mari Mari Cultural Village who won gold in Sabah Hospitality Gem Award, Sabah Best Practice in Tourism Award, Walai Tobilung, Kota Marudu (Gold) on Sabah Best Practice in Tourism Award (Community Based Tourism), Borneo Rainforest Lodge Sabah Best Practice in Tourism Award (Accommodation) Shangri-La’s Tanjung Aru Resort won God for Sabah Tourism Champion Resilience Award (Organization) and Alexander Yee (Gold) Sabah Tourism Champion Leadership Award (Individual) as well as Lifetime Recognition Awards for Datuk Seri Tengku Dr Zainal Adlin Tengku Mahmood and the Late Datuk Irene Benggon Charuruks.