KOTA KINABALU: A new brochure titled “A Guide to Sandakan” has been launched to promote Sabah’s east coast as a vibrant travel destination, as part of preparations for Visit Malaysia Year 2026.
The directory was developed by Tourism Malaysia in collaboration with the Sandakan Tourism Association (STAN), offering travellers a curated guide to Sandakan’s rich biodiversity, cultural heritage, and culinary delights.
Deputy Tourism, Arts and Culture Minister Khairul Firdaus Akbar Khan said the initiative was aimed at shifting perceptions of Sandakan beyond just its wildlife attractions.
“We want visitors to know that Sandakan is not only about wildlife, but also offers diverse tourism experiences that may have been overlooked — from beautiful islands to cultural attractions, and from adventure tourism to unique local food,” he said.
He added that the brochure, which will be distributed at airports across the country, is part of wider efforts to help both local and international tourists plan their holidays and weekend getaways.
“Sandakan has great tourism potential, and tapping into that potential will not only reshape the town’s landscape but bring real economic benefits to the people,” he said.
Khairul officiated the brochure launch during the MOTAC Bersama Komuniti @Batu Sapi 2025 programme, held at Bandar Ramai-Ramai in Sandakan.
He said the brochure, created in partnership with local tourism stakeholders, aims to highlight aspects of Sandakan that have long been underappreciated.
“There are many aspects of Sandakan that have long been overlooked. This effort is about exploring each of them and unlocking their potential to bring lasting impact — not just to the town’s tourism landscape, but also to the local economy,” he said.
Malaysia recorded 38 million visitor arrivals in 2024 — a 31.1% increase from the previous year and 8.3% higher than pre-pandemic levels in 2019.
Tourism receipts also surged to RM106.78bil, up 43.7% from 2023 and 20% higher than in 2019.
The positive trend continued into the first two months of 2025, with 6.7 million tourist arrivals recorded — a 31.3% jump year-on-year.
Singapore remained the top international source, followed by China, Indonesia, Thailand, and Brunei.
The launch ceremony was attended by ministry secretary-general Datuk Shaharuddin Abu Sohot, Tourism Malaysia Sabah director Haryanty Abu Bakar, and STAN president Teo Chee Kim.
