Sabah Tourism Industry Celebrates Achievements at Sabah Tourism Awards 2023

31 January 2026

KOTA KINABALU: Sabah’s tourism sector celebrated its achievements and outlined future goals at the Sabah Tourism Awards 2023, held recently with Minister of Tourism, Culture and Environment Datuk Jafry Ariffin, delivering the keynote speech.

In his address, Datuk Jafry extended his congratulations to the organisers and industry players, praising their dedication in advancing Sabah’s tourism industry. He expressed gratitude to the organising committee for successfully hosting the event and highlighted the significance of recognising excellence within the sector.

The Minister noted that 12 categories had been introduced this year, showcasing the diverse strengths and expertise of Sabah’s tourism industry. He also acknowledged the strong participation reflected by numerous nominations, which he described as a sign of healthy competition and industry vibrancy.

Sharing positive figures from 2025, Datuk Jafry reported that Sabah recorded 3.79 million tourist arrivals, surpassing the initial target of 3.5 million. The tourism receipts for that year amounted to RM8.74 billion, demonstrating the effectiveness of collaborative efforts among stakeholders.

Looking ahead, the Minister set an ambitious target of 4 million visitors for this year. He urged industry players to intensify their efforts, strengthen collaboration, and share responsibilities to sustain Sabah’s tourism growth in a sustainable and competitive manner.

He emphasised the importance of synergy between government agencies and the private sector, noting that the private sector remains the engine driving Sabah’s tourism development. The industry, he said, is a vital pillar within the state’s development plan, and maintaining momentum is crucial for economic progress.

Jafry also highlighted the significance of the Sabah Tourism Awards as more than just an accolade event. He described it as a platform to showcase leadership, service quality, sustainability, innovation, and community impact, setting benchmarks for the future of Sabah’s tourism industry.

Congratulating the award recipients, he expressed hope that their success would inspire ongoing excellence and collaboration with the Ministry and Sabah Tourism Board. He also announced that the next edition of the Sabah Tourism Awards would be held in 2028, encouraging industry players to stay prepared and seize future opportunities.

The Minister concluded his speech by reaffirming Sabah’s commitment to its tourism campaigns, including Visit Malaysia 2026 and the upcoming Visit Sabah initiative in 2024. He called for continuous innovation, dedication, and cooperation among all stakeholders to ensure the industry’s sustained growth.

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 (Organisation) 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.