Tourism: Growth, Sustainability & Vision for the Future
Tourism & Growth
1. What are your key targets for Sabah’s tourism industry in 2025?
Our key target for 2025 is to achieve a minimum of 3.3 million tourist arrivals.
To reach this, we are strengthening our position in core markets such as domestic travel, China, South Korea, Brunei, the UK, and Europe, while actively exploring emerging opportunities in India and the Middle East. Our focus extends beyond volume, we aim to attract high-value, longer-staying visitors who are more likely to immerse themselves in Sabah’s rich natural landscapes, cultural heritage, and adventure experiences.
Equally important, we aim to ensure that the growth of tourism translates into inclusive economic opportunities for both urban and rural communities. By supporting community-based tourism, we want tourism to be a catalyst for broader regional development. This forward-looking strategy reflects our commitment to sustainable, balanced growth, where environmental conservation, cultural preservation, and economic benefit go hand in hand.
2. How does Sabah plan to attract more international tourists?
We are strengthening our global outreach through participation in major international travel trade shows such as OTM Mumbai and ITB Berlin to showcase Sabah’s unique offerings to global buyers and consumers.
At the same time, we’re ramping up our digital marketing efforts, leveraging targeted campaigns across social media platforms and Google Ads.
Additionally, we are working with influencers and content creators from key source markets to create compelling storytelling around Sabah’s attractions.
Strategic partnerships also play a key role in our international marketing strategy. A notable example is our collaboration with Intrepid Travel UK, a global leader in adventure travel. As part of our ongoing efforts in the UK market and in preparation for Visit Malaysia Year 2026, we signed a Memorandum of Collaboration with Intrepid during WTM 2024 in London. This high-impact campaign is designed to promote Sabah through strong visibility initiatives, aiming to capture attention and drive conversions during peak travel periods.
Beyond the UK, we are actively engaging with stakeholders across various markets to expand our global footprint. In Europe, we have established a collaboration with the Association of Hungarian Travel Agencies to tap into the outbound travel market and position Sabah as an emerging long-haul destination. In Asia, we continue to strengthen ties with key players in China through joint marketing efforts. We’re also collaborating with leading online travel agencies (OTAs) in India, such as EaseMyTrip and Thomas Cook India, to boost visibility and engagement with potential visitors.
Furthermore, we continue to work closely with airlines to run joint promotions and develop attractive travel packages. All these efforts are aligned to make Sabah more accessible, visible, and appealing to international travellers.
3. What strategies are being implemented to enhance rural tourism development?
We are focusing on practical, community-driven strategies to grow rural tourism in Sabah. At the heart of this effort is empowering local communities to take ownership of tourism activities and benefit directly from visitor spending. We’re conducting capacity-building programmes to equip rural entrepreneurs and homestay operators with essential skills in hospitality, digital marketing, customer service, and sustainable tourism practices.
Promoting community-based tourism is also a key priority. We encourage villages to play a proactive role in developing authentic experiences, such as traditional cooking classes, cultural dances, handicraft-making, and eco-guided nature walks, that highlight Sabah’s rich cultural and natural heritage. These activities not only offer visitors meaningful encounters but also provide locals with sustainable sources of income.
To increase exposure, we’ve been organising familiarisation (FAM) trips for influencers, travel bloggers, and media to experience these destinations first-hand. Their stories, photos, and videos help promote rural tourism to wider audiences and inspire interest from both domestic and international travellers looking for authentic, off-the-beaten-path experiences.
We are also integrating these rural products into larger tourism circuits, working with travel agents to include community-based tourism in their travel packages. Through these efforts, we aim to create a more inclusive tourism landscape where the benefits of tourism are shared more evenly and local communities have a meaningful stake in Sabah’s tourism success.
4. How does Sabah plan to capitalise on adventure and eco-tourism to differentiate itself from other destinations?
Sabah is uniquely positioned with its extraordinary biodiversity, dramatic landscapes, and rich indigenous culture, offering a natural advantage for both adventure and eco-tourism. From the majestic Mount Kinabalu and the dense rainforests of Danum Valley to world-renowned diving spots like Sipadan and Mabul, Sabah is a haven for nature lovers and thrill-seekers alike.
We are building awareness through storytelling, inviting travel influencers, filmmakers, and journalists to capture the raw beauty and immersive experiences Sabah has to offer. These stories help us reach eco-conscious travellers who actively seek destinations that align with their values.
By positioning adventure and eco-tourism as core pillars of our tourism identity, we are not only differentiating Sabah from other destinations in the region, but we are also committing to a model of tourism that prioritizes sustainability, community involvement, and long-term environmental protection.
Sustainability & Environmental Conservation
5. How is Sabah ensuring that tourism growth aligns with environmental conservation?
In line with the United Nations Sustainable Development Goals (SDGs), particularly those related to environmental sustainability and responsible tourism, we prioritise sustainability at every stage of our tourism development. All initiatives are guided by thorough Environmental Impact Assessments (EIA) to ensure they do not compromise the ecological integrity of our landscapes and marine areas.
For sensitive and high-value ecosystems such as Sipadan Island, we enforce strict conservation policies, including visitor limits and activity regulations, to protect biodiversity and prevent over-tourism.
Sabah Parks, the Sabah Wildlife Department, and the Environment Protection Department—all under my Ministry play a central role in monitoring, managing, and enforcing these conservation efforts. Their collaborative work ensures that tourism activities are carried out in harmony with long-term environmental preservation goals.
Our message is clear. Growth in tourism must not come at the expense of our natural heritage. By embedding sustainability into our policies and operations, we aim to set a strong example for responsible tourism in the region.
6. What measures are in place to protect Sabah’s natural heritage, including marine and wildlife conservation efforts?
Sabah’s conservation efforts are guided by the broader framework of the United Nations Sustainable Development Goals (SDGs), particularly those related to environmental sustainability.
To implement this vision effectively, two key agencies under my Ministry, Sabah Parks and the Sabah Wildlife Department, play vital roles in this mission.
Sabah Parks manages both terrestrial and marine parks, including iconic sites such as Mount Kinabalu, Tunku Abdul Rahman Marine Park, Tun Sakaran Marine Park, and Sipadan Island. The agency leads initiatives to preserve biodiversity, regulate visitor access, and upgrade park facilities to strike a balance between conservation and tourism. Efforts such as reef restoration, marine life monitoring, and ranger training support this approach.
At the same time, the Sabah Wildlife Department is actively involved in wildlife conservation through anti-poaching measures, rescue and rehabilitation programmes, and the creation of wildlife corridors. The department also collaborates with NGOs and researchers on habitat protection and public awareness campaigns.
By supporting and strengthening the roles of these institutions, we are taking concrete steps to preserve the unique biodiversity that makes Sabah a truly world-class eco-tourism destination.
Economic Impact & Future Vision
7. What role does digital transformation and smart tourism play in Sabah’s long-term growth strategy?
Digital transformation plays a central role in shaping the future of Sabah’s tourism industry. As global travel becomes more tech-driven, it is crucial for us to embrace smart tourism solutions to remain competitive, efficient, and accessible.
We are actively investing in digital platforms and tools that enhance the entire visitor journey—from trip planning to post-visit engagement. This includes developing virtual tours and interactive destination content.
For example, at Kinabalu Park, we are integrating Augmented Reality (AR) to offer visitors an immersive experience. AR is particularly beneficial for walk-in visitors who might not have a tour guide, as it allows them to explore the park’s botanical garden at their own pace. Through their smartphones or AR devices, they can access real-time information about the flora, fauna, and geological features of the park, enriching their experience.
At the Sabah Museum, we are also planning to introduce virtual tours to make the region’s rich history and culture more accessible to a global audience. These virtual tours will allow visitors to explore the museum’s exhibits from the comfort of their own homes, while still experiencing the depth of Sabah’s diverse heritage, from its indigenous cultures to colonial history and natural heritage. The tours will feature interactive elements, allowing users to engage with 3D exhibits and multimedia content, providing an educational and immersive experience for both local and international visitors.
One of the most significant benefits of this digital shift is the borderless promotion it enables. By leveraging technology, we can transcend geographical limitations and showcase Sabah to a global audience 24/7. Whether it’s through engaging social media campaigns, immersive digital content, or smart destination apps, our goal is to bring Sabah closer to potential visitors worldwide, regardless of where they are.
Ultimately, our commitment to digitalisation supports a vision of a resilient, inclusive, and sustainable tourism ecosystem—one that connects Sabah to global trends while preserving its unique identity.
8. What are your long-term goals for Sabah’s tourism industry beyond 2025?
Beyond 2025, our goal is to build a resilient, inclusive, and sustainable tourism economy for Sabah. We want the world to recognize Sabah not only for its natural wonders but also for its innovation, hospitality, and commitment to conservation. We aim to position Sabah as a global leader in sustainable tourism by protecting our ecosystems and offering eco-friendly, nature-based experiences that attract a diverse range of tourists.
We envision technology and innovation driving immersive, interactive experiences for visitors. With tools like Augmented Reality (AR), Virtual Reality (VR), and smart tourism solutions, we aim to create dynamic, engaging ways for tourists to explore Sabah’s culture, heritage, and natural beauty. By incorporating these technologies, we can offer new, exciting experiences that captivate visitors and encourage deeper connections with Sabah’s unique offerings.
Our focus is on creating new and innovative tourism experiences that go beyond traditional offerings, pushing the boundaries of how tourists engage with the destination. Whether through virtual tours, interactive exhibits, or immersive eco-tourism experiences, we aim to provide visitors with memorable, meaningful interactions that highlight the richness of Sabah’s diverse landscape and culture.
Sabah is a breathtaking destination for those looking for nature, peace, and calm away from the hustle and bustle of cities. Visit this website to learn more about Sabah and the best attractions and adventures you can experience here.
