Sabah banking on foreign tourists to hit target

KOTA KINABALU: Wooing more international visitors to Sabah will be key if the state is to exceed its three-million tourist arrival target this year, according to the body concerned.

Sabah Association of Tour and Travel Agents (Satta) chairman Datuk Seri Winston Liaw said as things stood, 70% of tourists came from Sarawak and the peninsula.

“We should put more effort into attracting international arrivals and have discussions with airlines from China, South Korea, Japan, Taiwan and Indonesia.

“The three million tourist target is achievable,” he said when contacted.

Liaw said Sabah should target a growth rate of at least 30% this year in tourist arrivals, adding that the state Tourism, Culture and Environment Ministry and Sabah Tourism Board (STB) needed to work hard to hit the target.

On Monday, the state minister in charge, Datuk Christina Liew, said Sabah’s initial tourist arrival target of 2.8 million in 2024 had been increased to three million.

She said this was due to the encouraging development in the tourism sector last year, with Sabah receiving 2.5 million tourists, overshooting its target for last year, and generating RM4.6bil in revenue.

“As such, STB must work harder to achieve this year’s new target,” she added.

Winston suggested that STB rope in local agents to participate in promotional campaigns overseas to promote Sabah.

He said Sabah should spread its wings to cover education, medical and wellness, and sports tourism too.

“The state government should work out an incentive system to encourage tour operators to enter these new markets.

“We should promote meetings, incentives, conferences and exhibitions (MICE) and also allow event organisers to stage international-level concerts and cultural parades,” he said.

He cited the Nine Emperor Gods Festival parade as one that could attract international visitors, adding that the parade in September last year proved to be a hit with foreigners.

“We should also encourage international events like October Fest, music festivals and world beauty pageants,” he said.