KOTA KINABALU: Sabah is setting its sights on better tourism planning, information sharing, and product development with the launch of the Tourism Analytics Dashboard Portal on Thursday (Jan 23).
Sabah Tourism, Culture, and Environment Minister Datuk Seri Christina Liew said the new tool aims to revolutionise how state stakeholders and policymakers collect and analyse critical tourism data.
The portal offers a centralised, interactive platform that aggregates data from tourists, enabling stakeholders to gain valuable insights into key aspects of Sabah’s tourism industry.
“This includes visitor demographics, expenditure patterns, and travel preferences, collected through an online survey portal that ensures seamless and systematic data gathering,” Liew explained during the launch, held in conjunction with the Tourism Insights Day celebration.
She highlighted that the platform could also capture data on the economic impact of tourism, providing crucial insights to shape policies, improve strategies, and implement targeted marketing efforts. This data-driven approach will help keep Sabah’s tourism sector competitive and sustainable.
Liew stressed the importance of collaboration, noting that the Sabah Tourism Board requires clear guidelines to work effectively with state authorities and industry players to diversify products and services while attracting more visitors.
At the event, it was revealed that tourism arrivals in Sabah rose by over 22% in 2024 compared to the previous year. The sector contributed RM13.1bil to Sabah’s Gross Domestic Product (GDP) in 2023, making up 11.7% of the state’s economy.
Tourism also generated employment for more than 362,700 people, with the retail trade and accommodation sectors accounting for nearly 74% of tourism’s GDP contributions. This underscores the importance of delivering a world-class experience for visitors.
Air connectivity has played a crucial role in the sector’s recovery, with Sabah now directly connected to 20 international destinations via 164 international flights and a weekly seat capacity exceeding 30,000.
In terms of visitor demographics, Chinese tourists remain the largest contributors. However, challenges persist in markets such as South Korea, Singapore, and Australia, where demand has softened.
Liew acknowledged these challenges, emphasising the need for collaborative and innovative strategies to address market fluctuations.
“As we look towards 2025 and beyond, our vision is clear: to position Sabah as a premier destination offering authentic experiences, celebrating cultural heritage, and championing sustainability,” Liew said.
She expressed confidence in achieving the state’s target of surpassing 3.3 million visitor arrivals this year, contributing significantly to Sabah’s economic prosperity.
“Together, we can ensure a brighter, more sustainable future for Sabah’s tourism sector,” she added.
