KOTA KINABALU: Affordable airfares and better flight availability remain Sabah’s biggest challenges in meeting its tourism targets, despite positive growth in visitor arrivals this year, says Chief Minister Datuk Seri Hajiji Noor.
He said airfares and flight availability influence travellers’ decisions to visit Sabah and affect its competitiveness against other destinations in Malaysia and the region.
“Air connectivity must continue to be given close attention so that the full potential of Sabah’s tourism sector can be realised,” he said at the opening of the Gala Night and Rhythms of Kinabalu 2026 at Padang Merdeka on Saturday (Oct 3).
In his speech read by Assistant Minister to the Chief Minister Datuk Joniston Bangkuai, Hajiji said Chinese tourists made up the largest number of international arrivals to the state, with 578,681 visitors recorded in the first eight months of this year - a 4.1% increase.
He said the state recorded a total of 2.6 million visitor arrivals, comprising 1.1 million or 43% international visitors and 1.5 million or 57 % domestic visitors.
“These figures clearly show that Sabah continues to be a preferred destination among both domestic and international travelers,” Hajiji said.
This was followed by the Singapore, Australia and European markets, while Japan also recorded encouraging growth following a review of its travel advisory, he said.
He also noted that arrivals from Italy and Spain in August reflected Sabah’s growing appeal among European travelers.
“These developments give us confidence that Sabah has strong potential to further expand its reach into international markets, particularly with the support of better flight networks and connectivity,” he said.
“We are very proud of the performance of Sabah’s tourism sector, which has now reached about 64 per cent of the target of four million visitors for 2026.
“This achievement provides a strong foundation for us to further build momentum for the remainder of the year. To achieve the target, we need an additional 1.44 million arrivals from September to December this year, or about 361,000 visitors per month on average.
“I believe this target is achievable if the current momentum can be further strengthened through more effective promotions, improved flight connectivity and close cooperation among the government, industry players and all stakeholders,” he said.
On the Gala Night and Rhythms of Kinabalu 2026, now in its 12th edition, he said it was a good initiative that provided a platform and opportunities for cultural arts practitioners, as well as traditional and contemporary music groups, to showcase works based on Borneo music.
Hajiji said cultural tourism was among the key attractions that could draw more visitors to Sabah.
“Our rich diversity of cultural heritage, customs, arts and traditional food offers visitors a unique experience.
“At the same time, this sector creates economic opportunities for local communities and helps preserve our cultural heritage for future generations,” he said.
