KOTA KINABALU: Sabah’s east coast is no longer just a safe zone, it has become a thriving region that has been transformed by peace, prosperity and growing global confidence, says Datuk Seri Saifuddin Nasution Ismail.
The Home Minister said that the region, once marred by past security incidents, was now seeing tourism flourish and local livelihoods improve, a clear result of sustained peace and targeted development.
“Security is no longer the only story here. It is about transformation. What we see today is the direct outcome of peace: jobs, income, and thriving tourism,” said Saifuddin during a site visit to Semporna’s islands with a delegation of foreign diplomats and officials on Saturday (July 5).
Also present was state Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai.
Saifuddin noted that tourist arrivals to Sabah’s east coast have more than quadrupled since 2022.
Official figures show 64,470 tourist arrivals in 2022, which jumped to 313,128 in 2023 and reached 319,479 by the end of May 2024.
“These are not just tourists from anywhere. Many are from countries that previously issued travel advisories. This surge in visitors is living proof that the perception is changing, people are coming back, and in bigger numbers,” Saifuddin said.
He said that countries such as Japan are already reviewing their travel advisories following previous diplomatic engagements, adding that progress is being made with others like the United States, United Kingdom, Ireland, New Zealand and Australia.
“These advisories still hold weight and affect public perception. That is why we do not wait for second-hand assumptions, we invite foreign representatives to experience the situation for themselves,” he told reporters.
He shared an example of one of the emerging success stories at Kampung Indra Sabah, a quiet island village now gaining traction among divers and eco-tourists, where the community, once dependent solely on fishing, had begun to pivot towards tourism, offering homestays, boat services, and cultural experiences.
“The peace we have built here is opening up new avenues for locals. Families are earning more, young people are finding jobs without having to leave home, and small businesses are growing,” said Saifuddin.
Saifuddin stressed that the region’s turnaround is not accidental, but a result of coordinated efforts under the Eastern Sabah Security Command (ESSCom) and alignment with the Federal Government’s Madani Economic Framework.
“Peace is not just the absence of conflict. It is the presence of opportunity. Sabah’s east coast is proof that when security is guaranteed, prosperity follows. This is the MADANI vision in action, empowering communities and uplifting lives,” he said.
He added that face-to-face engagements with international stakeholders remain the ministry’s preferred strategy in changing outdated perceptions.
“There is no substitute for direct experience. We want them to see, hear, and understand what Sabah really is today,” he said.
With positive changes taking root, Saifuddin said the ultimate goal is for countries to revise travel warnings that no longer reflect the current reality.
“Look at the visitor numbers, the thriving communities, the booming tourism sector. This is not just about being safe. It is about a region that’s alive, ambitious, and on the rise,” he said.
Meanwhile, he gave top marks to ESSCom and its partner agencies for their seamless coordination in safeguarding the state’s east coast.
He highlighted how security forces across nine districts are working in synchronisation, with rotational deployments ensuring a constant presence on land and sea, noting that Malaysia’s chairmanship of ASEAN this year has boosted joint operations, intelligence sharing, and evolving cross-border strategies, reinforcing the region’s stability.
To complement these efforts, Saifuddin said tourism police units are being strengthened to provide on-the-ground support to travellers.
Their presence ensures quick assistance, helps build trust among foreign visitors, and contributes to a more secure and welcoming environment across key tourism zones.
Saifuddin took the foreign visitors to visit four islands in Semporna, namely Omadal, Sibuan, Bohey Dulang, and Mataking.
