KOTA KINABALU: Sabah is reviewing its tourism strategy as geopolitical tensions, rising costs and airline capacity changes begin to affect air connectivity into the state.
State Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the state government was taking an adaptive approach while closely monitoring global developments affecting international travel demand and flight connectivity.
He said Sabah remained on track to meet its initial target of four million arrivals this year, based on arrivals recorded up to March.
“However, the target may be revised depending on real-time developments in airline connectivity and market conditions,” he said.
“We are already seeing these changes impacting airline capacity, with route suspensions and reduced frequencies affecting connectivity into Kota Kinabalu.
“We are closely monitoring developments to ensure our tourism planning remains responsive,” he said on Monday (May 11).
Among the affected routes are AirAsia’s temporary suspension of the Singapore-Kota Kinabalu route from May 13 to Nov 30, Jakarta-Kota Kinabalu from April 16 to May 21, and Ho Chi Minh-Kota Kinabalu from July 1.
Batik Air has also suspended its Seoul-Kota Kinabalu route effective April 28.
Domestically, AirAsia will temporarily suspend its Sibu-Kota Kinabalu and Bintulu-Kota Kinabalu routes from June 8 to June 30.
Jafry said the route suspensions reflected wider external factors that could influence visitor arrivals and connectivity trends.
Preliminary statistics showed that Sabah recorded 932,970 arrivals up to March 2026, comprising 537,317 domestic visitors and 395,653 international visitors.
Jafry said the Sabah Tourism Board was continuing market research and engagement with industry players, including airline partners, to support connectivity planning and tourism strategy.
He said Sabah would also intensify promotional efforts in key domestic and regional markets with existing air links to sustain visitor arrivals.
“The ministry, together with STB, will continue engaging airline partners and industry stakeholders to strengthen connectivity and improve accessibility into Sabah.
“In the current environment, we must remain adaptive and responsive,” he added.
