Sabah Tourism Surges with 17% Growth, Eyes 3.5 Million Visitors by Year-End

29 September 2025

KOTA KINABALU: Sabah’s tourism sector continues its strong momentum, recording 2.46 million arrivals between January and August this year, a 17.3% increase compared to the same period in 2024.

Tourism, Culture and Environment Minister Datuk Seri Christina Liew said the figure represents 70.2% of the state’s 2025 target of 3.5 million visitors.

“Tourism receipts are estimated at RM5.75 billion, reflecting a 17.7% rise year-on-year. I am confident we will achieve our full-year target by 31 December,” she told reporters after experiencing the newly launched Double-decker Hop-On, Hop-Off City Bus service on Monday.

According to Sabah Tourism Board (STB) data, international arrivals stood at 1,029,864, while domestic arrivals reached 1,426,548. Growth was recorded in key markets including China, Japan, Taiwan, Australia and the United Kingdom.

Liew noted that Sabah is currently connected to 14 international destinations with 125 weekly flights, offering 22,732 seats.

The Minister, who was accompanied by Datuk Tan Kok Liang, Chairman of KK Hop-On, Hop-Off Sdn Bhd, hailed the double-decker sightseeing bus as an exciting addition to Sabah’s tourism products.

“Inspired by the iconic buses of London, which I saw during the World Travel Market in 2023, I encouraged Kok Liang to introduce a similar service here. Congratulations to the company for bringing this concept to fruition. We believe this Hop-On, Hop-Off Day Tour will be a hit with both domestic and international tourists,” she said.

Liew added that expansion of the service to destinations beyond Kota Kinabalu, such as Kinabalu Park and Kota Belud, is under consideration. She also commended Kota Kinabalu City Hall (DBKK) and other agencies for maintaining a clean and welcoming city environment.

Meanwhile, Tan revealed that the project was first mooted by Liew two years ago. “We faced challenges securing permits and building the bus in Kuala Lumpur before shipping it here. Today, we are proud to see the service finally in operation,” he said.

“For now, we are running with two double-decker buses. Ideally, we should have three, and we will consider adding another unit as infrastructure and traffic conditions improve,” he added.