KOTA KINABALU: Sabah remains committed to providing quality tourism as the state’s tourism industry soared with 3,793,709 visitor arrivals generating RM8.74bil in 2025.
State Tourism, Culture, and Environment Minister Datuk Jafry Ariffin said that while they celebrated this achievement, Sabah remains committed to prioritising quality tourism alongside growth in visitor numbers.
“By focusing on quality tourism, we hope to welcome even more visitors this year and in the coming years, supporting Visit Malaysia 2026 and getting Sabah ready for Visit Sabah 2027,” he said at the Sabah Tourism Awards 2026 gala dinner on Friday (Jan 30).
The event, organised by the Sabah Tourism Board, honoured individuals and organisations whose resilience and innovation drive the industry forward. Jafry noted that having surpassed the 3.5mil visitor target last year, the state is now aiming for 4mil arrivals in 2026.
Last year, domestic visitors accounted for 2,295,000 arrivals, representing 84% of pre-pandemic levels. International arrivals totalled 1,498,709, which is 2% above pre-pandemic levels. Key growth markets included China, Singapore, and Australia.
As of January 2026, Sabah is connected to 15 international and 13 domestic destinations. Cruise tourism also grew, with 23 ships bringing 24,634 passengers to Kota Kinabalu and Sandakan.
Twelve Gold awards were presented to outstanding companies and individuals. Notable winners included Borneo Rainforest Lodge, Mari Mari Cultural Village, and Alexander Yee. Lifetime Achievement Awards were posthumously given to Datuk Irene Benggon Charuruks and Datuk Seri Tengku Dr. Zainal Adlin Tengku Mahamood for their contributions to tourism development.
