Sabah's tourism sector surges ahead
KUALA LUMPUR: Sabah's tourism sector continues to be a vital pillar supporting Malaysia's economy and regional growth.
Fuelled by the increasing appeal of community-based tourism and a focused strategy to diversify attractions and improve infrastructure, the sector is experiencing robust and sustained growth, said an industry observer.
"With ongoing commitment to promotion and development, Sabah's tourism industry is firmly on a path toward long-term sustainability, making meaningful contributions to the state's economic prosperity and the safeguarding of its rich cultural heritage," he said.
The year began with a surge in arrivals, as Sabah welcomed 923,709 visitors between January and March 2025—an 18.9 per cent increase compared to the same period in 2024. This total includes 366,727 international visitors and 556,982 domestic tourists, signalling growing interest in Sabah from both local and global travellers.
Tourism receipts also saw a notable boost, reaching RM2.13 billion in the first quarter—a 17.7 per cent year-on-year increase.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew reportedly said that these figures are a testament to Sabah's enduring appeal and its resilience within an increasingly competitive tourism landscape.
Among key international markets, China remains the top contributor with 154,319 arrivals, followed by South Korea (57,995) and Brunei (45,469). Looking ahead, Sabah is optimistic about attracting between 3.2 million and 3.5 million visitors in 2025, supported by promising projections and continued investments in tourism development.
To enhance the visitor experience, Sabah Tourism is preparing to roll out a series of new initiatives by year-end, aimed at captivating both new and returning travellers with fresh experiences and improved accessibility.
Among Sabah's most iconic tourism highlights is Kaamatan, or the Harvest Festival—a vibrant annual celebration held at the end of May, deeply rooted in the traditions of the Kadazandusun, Murut, and Rungus indigenous communities. The festival is especially popular in Kota Kinabalu, Penampang, Tambunan, and Ranau, where travel packages, cultural tours, and homestays see high demand during this festive season.
Central to Kaamatan is the Kadazandusun Cultural Association Sabah (KDCA), based at the Hongkod Koisaan Cultural Unity Centre in Penampang. Each year, KDCA welcomes locals and tourists to immerse themselves in the spirit of unity and cultural pride, culminating in two days of grand festivities on May 30 and 31—which are public holidays across Sabah.
Beyond its cultural significance, Kaamatan serves as a powerful economic driver, generating revenue for local hotels, eateries, artisan markets, and small-scale farmers. Visitors can enjoy traditional cuisine, handmade crafts, music, dance, and rituals that celebrate the diverse heritage of Sabah's indigenous communities.
With its unique blend of community-led experiences, cultural richness, and natural beauty, Sabah remains one of Malaysia's most compelling tourism destinations—offering something truly special for every traveller.
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