KOTA KINABALU: Cheap airfares and flight availability remain Sabah’s biggest challenge to meet its tourism targets amid the state posting positive growth in arrivals for 2026, Chief Minister Datuk Seri Hajiji Noor said.
He said airfares and flight availability influence travellers’ decisions to visit Sabah as well as the state’s competitiveness compared with other destinations in the country 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.
In his speech read by Assistant Minister to the Chief Minister Datuk Joniston Bangkuai, Hajiji said tourists from China recording 578,681 make up the largest number of international arrivals to the state, hitting a 4.1% growth in tourist arrivals in the first eight months of this year.
He said the state recorded 2.6 million visitor arrivals, comprising 1.1 million international visitors (43%) and 1.5 million domestic travellers (57%).
“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 travellers.
“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 proud of Sabah’s tourism sector performance, which has reached about 64% of our four-million visitor target for 2026,” Hajiji said.
“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.”
On the Gala Night and Rhythms of Kinabalu 2026, now in its 12th edition, Hajiji praised the event for providing a platform for traditional and contemporary Bornean musicians.
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.”
