Joniston visiting a cultural house during the opening of Ritma Kinabalu 2026 at Padang Merdeka, Kota Kinabalu, tonight.
KOTA KINABALU: Sabah recorded positive growth of 4.1 per cent in visitor arrivals during the first eight months of this year compared with the same period last year, said Chief Minister Datuk Seri Haji Hajiji Haji Noor.
As of August 2026, Sabah recorded 2.6 million visitor arrivals, comprising 1.1 million (43 per cent) international visitors and 1.5 million (57 per cent) domestic visitors.
“These figures clearly show that Sabah continues to be a destination of choice among tourists from within and outside the country,” he said at the opening of the Malam Gala dan Ritma Kinabalu 2026 at Padang Merdeka tonight. His speech was delivered by Assistant Minister to the Chief Minister Datuk Joniston Bangkuai.
The Chief Minister said China remained the leading international market, recording 578,681 arrivals during the first eight months of this year.
The development was supported by the Singapore, Australian and European markets, as well as Japan, which also recorded encouraging growth following the revision of its travel advisory, he said.
Meanwhile, arrivals from Italy and Spain in August reflected Sabah’s growing appeal among European tourists, he said.
“This development gives us confidence that Sabah has great potential to further expand its reach into international markets, particularly with the support of improved flight networks and connectivity,” he said.
The Chief Minister said the domestic market, which recorded a 2.1 per cent increase, continued to be an important pillar of the state’s tourism industry.
“Preliminary findings by the Sabah Tourism Board also show that interest in Sabah as a tourism destination remains strong,” he said.
However, Hajiji said there were still challenges that needed to be addressed, particularly in terms of airfares and flight availability, which could influence tourists’ decisions to visit Sabah and the state’s competitiveness compared with other destinations in the country and region.
“Hence, air connectivity must continue to be given attention so that the huge potential of Sabah’s tourism sector can be fully harnessed,” he said.
He reiterated his confidence that Sabah could achieve its target of four million visitor arrivals this year.
“We are very proud of the achievement 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 continue building momentum for the remaining period of this year. To achieve the target, we need an additional 1.44 million arrivals from September to December this year, or an average of about 361,000 visitors per month.
“I believe this target can be achieved if the existing momentum continues to be strengthened through more effective promotion, improved flight connectivity and close cooperation between the Government, industry players and all stakeholders,” he said.
On the Malam Gala dan Ritma Kinabalu, or Rhythms Of Kinabalu 2026, which is now in its 12th edition, he said it was a good initiative in providing a platform and opportunities for cultural artists and traditional and contemporary music groups to showcase artistic works based on Borneo music.
Hajiji said cultural tourism was among the main attractions capable of drawing more tourists to Sabah.
“The diversity of our 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.
“Therefore, let us work together to introduce Sabah’s rich cultural heritage to the world, while ensuring that its authenticity continues to be preserved,” he said.
