KOTA KINABALU: Tourism continues to be a pillar of Sabah’s economy, contributing significantly to both state revenue and rural community development, says Datuk Seri Hajiji Noor.
The sector, the Chief Minister added, generated RM13.1bil for Sabah in 2023, accounting for 15% of the state's gross domestic product (GDP).
“Yet, statistics alone do not tell the whole story. Behind each number lies a livelihood, a family and individuals who have contributed to the tourism economy,” he said in his speech at the launching of the Asean Travel Exchange (Atex 2025) here on Thursday (June 19).
His speech was delivered by state Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
Hajiji highlighted that the real strength of Sabah’s tourism lay in its expanding community-based tourism sector, which had seen impressive growth, particularly in rural districts.
“In 2024, revenue from this sector reached RM7mil, spanning 18 districts. These initiatives are led by local individuals and families, crafting experiences that are authentically Sabahan,” he said, saying that the state government views tourism not just as an economic engine but as a tool for uplifting communities.
To support the sector’s growth, he said Sabah was investing in infrastructure improvements, including ongoing upgrades at Kota Kinabalu International Airport, better road access to rural areas and improved digital platforms to promote visitor experiences.
“We are laying the groundwork for a resilient, future-ready tourism economy. Our strategy includes embracing green principles, pushing digital transformation, and strengthening Sabah’s role as a premier host of international tourism events,” he said.
He also envisioned Sabah as a “peace hub”, a harmonious space where business, nature, culture and heritage thrive side-by-side through sustainable development.
“We aspire to be a model showing how tourism can flourish while preserving the very things that make us unique … our environment, our cultures, and our communities,” he said.
Hajiji also described Atex 2025 as a significant milestone that allowed Sabah to position itself not only as a top destination but also as a strategic partner in shaping Asean’s tourism future.
“Hosting Atex 2025 is an honour, but more importantly, it is an opportunity. A chance to spark connections, explore business ventures, and collectively shape a more inclusive and sustainable tourism future for the region,” he said.
Meanwhile, Liew described Atex 2025 as a golden opportunity for Sabah.
“This is a wonderful programme. Just imagine, top tourism leaders from all 10 Asean countries gathered here in Sabah, with over 500 delegates. I truly thank the organisers for making this possible,” she told the media after the launch ceremony.
She added that this was likely the first time all 10 Asean nations had convened for a tourism-focused event in Kota Kinabalu.
“This is our moment to showcase Sabah as a strategic and unique tourist destination. I believe it will open new doors for collaboration and regional promotion,” she said.
Liew also shared encouraging tourism statistics for 2025, where so far, Sabah has welcomed over one million tourists between January and April, an 18% increase from the same period last year, generating more than RM2bil in revenue.
She expressed optimism that Sabah would meet its target of 3.5mil visitors by year-end.
When asked if Sabah would consider hosting Atex again, she responded positively: “If there is a request, we are more than willing. Let’s make it a signature event for Sabah, and maybe our guests can stay an extra week or two to explore our beautiful destinations.”
