KOTA KINABALU: Sabah is optimistic about meeting its 3.5 million tourist arrival target this year, based on last year’s strong performance, says Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
She said that in 2024, the state exceeded its target of three million tourist arrivals, reaching 3.14 million and generating RM7.28bil in tourism receipts.
“For this year, we aim for a minimum of 3.5 million tourist arrivals. Just two months into the year, I believe we are on track,” Liew said after the ministry’s Excellent Service Award ceremony on Wednesday (Feb 26).
She said that last year’s arrivals increased by 20.4% from the previous year, while tourism revenue saw a significant rise from RM5.76bil in 2023.
“The Sabah Tourism Board (STB) carries out at least one or two work visits per country to promote the state. This year, we have scheduled 11 international visits, six of which I will personally lead.
“The rest will be led by STB chairman Datuk Joniston Bangkuai and chief executive officer Julinus Jeffrey Jimit,” she said, adding that any last-minute changes would be communicated to the government.
For its first overseas promotion, the ministry has set its sights on Shanghai and Moscow.
Liew also said that tourist arrivals last year reached 75% of pre-pandemic levels.
“Total international arrivals recovered by 86%,” she said.
