Christina Liew
KOTA KINABALU: Sabah’s tourism industry has no intention of emulating other regional giants like Bali, Phuket or Da Nang, despite frequent comparisons. Instead, the state is embracing a distinctive model built on sustainability, conservation and community wellbeing.
Tourism, Culture and Environment Minister Datuk Christina Liew said Sabah has deliberately chosen a development strategy that reflects its strengths and values, one that places environmental protection and community empowerment above mass tourism.
“Sabah’s tourism industry is not shaped by limitations, but by deliberate choices. We want to protect our world-class natural and cultural heritage while ensuring tourism benefits our people and remains resilient for the future,” she said in a statement.
According to Liew, destinations like Phuket and Bali saw quicker post-pandemic recoveries due to aggressive early reopening strategies. Phuket launched its Sandbox programme in July 2021, attracting vaccinated travellers with quarantine-free entry. Bali followed suit with a zonal reopening and introduced visa-on-arrival for over 40 countries by April 2022.
Sabah, however, reopened more cautiously under Malaysia’s national reopening policy on April 1, 2022, without state-specific pilot programmes. International flights resumed only by mid-April, with direct flights from China returning as late as March 2023.
“Each region’s strategy reflected its priorities. Comparing recovery speeds without understanding context leads to unfair and biased conclusions,” said Liew.
A Different Tourism Model
Rather than chasing numbers, Sabah is promoting low-impact, high-quality tourism. With iconic sites like Kinabalu Park, a UNESCO World Heritage Site, the Kinabatangan floodplain and Sipadan Island, Liew said Sabah’s ecological assets are irreplaceable and must be protected from the harms of overtourism.
“Our natural ecosystems are fragile. Mass tourism could cause irreversible damage not just to the environment but to the communities who depend on these resources,” she said.
Sabah is positioning itself as a destination for meaningful travel experiences, where visitors can explore nature, encounter wildlife, and immerse themselves in local cultures. The state’s CAN brand (Culture, Adventure and Nature) encapsulates this philosophy.
Domestic Tourism: The Unsung Hero
Liew said domestic tourism played a vital role during the pandemic, helping the state’s tourism sector survive when international borders were shut.
After interstate travel resumed on 11 October 2021, Sabah pivoted swiftly to attract domestic travellers. The result was not only business continuity, but a stronger, more adaptable tourism industry.
In 2023, Sabah recorded 2.6 million total visitor arrivals, 1.75 million of whom were domestic. That number rose to approximately 3.2 million in 2024, including 2.0 million domestic and 1.2 million international visitors, a 40% increase in international arrivals year-on-year.
“Domestic travellers kept our businesses afloat and our communities employed. They remain a crucial pillar of Sabah’s tourism strategy as we move forward,” she said.
International Recovery Taking Flight
Despite a slower start, Sabah’s international footprint is growing. From just 7,000 foreign visitors in 2021, international arrivals soared to over 858,000 in 2023. Projections suggest this could surpass 1.1 million in 2025.
Sabah is currently served by 14 international routes with 122 weekly flights, offering over 22,000 seats each week. Liew said expansion efforts are carefully matched with infrastructure readiness and conservation priorities.
What Sets Sabah Apart
The Minister said Sabah offers experiences that are not only authentic, but increasingly sought-after by travellers who value sustainability and cultural richness.
Among Sabah’s top natural and cultural attractions are:
Kinabalu Park, a UNESCO Triple Crown Site
World’s tallest tropical tree, a yellow meranti over 100 metres high
Sepilok Orangutan Rehabilitation Centre, the oldest and largest of its kind
Bornean elephants, the smallest and most elusive of all elephant species
Sipadan Island, one of the world’s premier dive sites
Bornean Sun Bear Conservation Centre, the only facility in the world dedicated to sun bears
Tanjung Aru sunsets, recognised globally for their breathtaking beauty
Top 5 highest peaks in Malaysia, all located in Sabah
688 bird species, including numerous Bornean endemics
Second oldest lowland rainforest on Earth, rich in biodiversity
“We are not trying to replicate Phuket or Bali. Sabah offers something uniquely its own, from majestic mountain peaks to coral reefs, ancient rainforests to vibrant indigenous cultures,” said Liew.
Looking Ahead
As Malaysia prepares for Visit Malaysia Year 2026, Sabah continues to chart a course that prioritises sustainability and resilience.
“We believe success isn’t just in visitor numbers. It’s in the quality of the experience we offer and our ability to protect what makes Sabah special,” said Liew.
She added that Sabah’s tourism strategy is about long-term value, not short-term gains.
“We welcome travellers who share our values, those who seek not just places to see, but meaningful connections to nature, people and purpose.”
