KOTA KINABALU: Sabah’s tourism model is focused on “low-impact and high-quality experience” because the state wants to protect its natural ecosystems, says Datuk Seri Christina Liew.
The state Tourism, Culture and Environment Minister said Sabah’s 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 compiled by her ministry and the Sabah Tourism Board.
According to Liew, Sabah’s tourism model is intentionally focused on low-impact and high-quality experiences.
“We are home to some of the world’s most precious ecosystems, including Kinabalu Park, the rich biodiversity of the Kinabatangan floodplain, and the globally renowned diving site of Sipadan Island,” she said.
Liew said Sabah’s tourism brand was built on a blend, offering diverse experiences that span 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 said.
Liew also said that a sustainable path for the future often draws comparisons with regional tourism giants like Bali, Phuket or Da Nang.
Though comparisons could offer valuable insights, Liew said it was important for the public to understand that Sabah has chosen a different path – one built on sustainability, conservation and the well-being of local communities.
Meanwhile, Liew said Sabah’s international connectivity remains limited, while infrastructure in certain urban areas, including parts of Kota Kinabalu, requires improvement.
This included the need for urban attractions like mega malls, vibrant nightlife districts, or theme parks found in other tourism hotspots.
“These are realities we are actively addressing through ongoing development plans, urban rejuvenation projects, and gradual enhancements to connectivity and facilities,” she said.
In 2023, Sabah recorded 2.6 million total visitor arrivals, of which about 1.75 million were domestic travellers (around 67%) and 858,000 were international arrivals.
In 2024, 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 – a 40% increase in international arrivals year-on-year.
This steady growth in international markets is a positive signal that Sabah is regaining its global presence, Liew said.
She added that domestic tourism continues to form the backbone of the industry, supporting rural economies, sustaining tourism operators, and ensuring business continuity in between seasonal international flows.
Liew said domestic and international tourists helped Sabah build a more balanced, inclusive and resilient tourism ecosystem that helped the state move towards Visit Malaysia 2026 and beyond.
“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.
