KOTA KINABALU: Sabah's tourism model is focused on "low impact and high quality experience" as it wants to protect its natural ecosystems, says state Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
"Our natural attractions are fragile and cannot support mass tourism without risking irreparable harm to the environment and the communities that depend on these ecosystems.
"Learning from the experiences of overtourism faced by other destinations, Sabah is determined to avoid similar pitfalls that lead to environmental degradation, strained local resources, and diminished visitor experiences," she said in a report by her ministry and the Sabah Tourism Board.
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"We are home to some of the world’s most precious ecosystems, including Kinabalu Park (a Unesco World Heritage Site), the rich biodiversity of the Kinabatangan floodplain, and the globally renowned diving site of Sipadan Island," she added.
She said the state's tourism brand was built on a blend of diverse experiences spanning vibrant traditions, thrilling activities, and breathtaking natural wonders.
"It’s a place where mountain high meets ocean deep. Unlike destinations focused solely on urban attractions or mass tourism, Sabah offers authentic, meaningful journeys that connect visitors deeply with nature and local communities," she added.
As such, Sabah's tourism path was built on sustainability, conservation, and the well-being of local communities, she said.
She noted that Sabah's international connectivity remained lower than other regional tourism draws such as Bali, Indonesia; Phuket, Thailand; and Da Nang, Vietnam.
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Sabah also needed to improve urban tourist attractions such as large malls, vibrant nightlife and theme parks, she said.
"We are actively addressing these through ongoing development, urban rejuvenation projects, and gradual enhancements to connectivity and facilities," she added.
According to Liew, the contribution of domestic tourism was often undervalued.
"Domestic tourism (following the Covid-19 pandemic) was instrumental in preserving business continuity, supporting local operators, and sustaining livelihoods.
"It also allowed industry players to adapt their products and services to new market expectations, maintain capacity, and remain resilient during a period of global travel uncertainty.
"The domestic market remains a crucial pillar of Sabah’s tourism strategy, not only as a buffer during international border closures but also as a sustainable response to the current global economic slowdown," she added.
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In 2023, Sabah recorded 2.6 million total visitor arrivals, of which approximately 1.75 million (around 67%) were domestic travellers and 858,000 were international arrivals.
Last year, total arrivals rose to approximately 3.2 million, reflecting an encouraging upward trend. Of these, around two million were domestic visitors and 1.2 million were international arrivals.
The steady growth in international tourism was a sign that Sabah is regaining its global presence post-pandemic, while domestic tourism continues to form the backbone of the industry, she noted.
"We believe that success is not just measured in visitor numbers, but in the quality of experiences we offer and in our ability to protect what makes Sabah unique," she added.
