KOTA KINABALU: Uncompetitive flight prices and rising operational costs could drive price-conscious tourists to regional neighbours ahead of Visit Sabah 2027, says the Malaysian Association of Tour and Travel Agents (MATTA).
Its Sabah Chapter immediate past chairman Mohd Azlan Saleh Abd Salam (pic) said that the price gap between domestic flights to Sabah and international regional flights has narrowed. A standard return economy ticket from Kuala Lumpur to Kota Kinabalu costs around RM471—just RM16 less than a flight to Jakarta (RM487).
"Strong promotion must be supported by affordable air access," Azlan said in a statement on Thursday (Aug 3), adding that expensive peak-season fares risk undermining state-funded marketing efforts by pushing travellers toward better-value destinations like Thailand, Vietnam, or Indonesia.
He said local operators face mounting pressure from fuel costs, which could force price hikes. MATTA is urging the government to consider targeted fuel subsidies for licensed tourism operators and to consult industry stakeholders on cost-related policies.
Tourism in Sabah generated RM13.7bil (12% of state GDP) and supported nearly 387,600 jobs in 2024. Azlan said that destination appeal alone is no longer enough: "Competition today is determined by accessibility, price, convenience, and overall value."
