Latest news with #SabahTourism
New Straits Times
26-05-2025
- Business
- New Straits Times
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.
Daily Express
26-04-2025
- Business
- Daily Express
Matta: Sabah nets RM4.5 million sales
Published on: Saturday, April 26, 2025 Published on: Sat, Apr 26, 2025 Text Size: Matta Fair crowds at the Sabah Tourism booth. Kuala Lumpur: Sabah's strong presence at the 2025 first edition of Matta Fair Kuala Lumpur from April 18 to 20 shows a significant increase in sales, with the highest amount recorded at RM4.5 million, a positive increase of 46 per cent from the same period last year. Some 43 Sabah travel agents participated in the fair, which was led by the Sabah Tourism Board (STB) as the anchor for promoting the destination in the Sabah zone. These encouraging responses affirmed Sabah's continued status as a preferred domestic travel destination, providing a diverse array of tourism offerings ranging from adventure, culture and nature to community-based tourism. STB also debuted two local brands from Sabah; Chanteek Borneo showcased various clothing and textile designs with traditional Sabah motifs, while Uinah introduced the health benefits of its refreshing locally crafted drink made from locally sourced ingredients harvested sustainably in Sabah. Both brands received favourable responses from the Matta Fair attendees. STB Chief Executive Officer, Julinus Jeffery Jimit, attributed the success to the dedication and active participation of Sabah's tour and travel agencies, which reflects the Sabahan camaraderie in promoting the state's tourism industry together with STB. Sabah Tourism continued its strong commitment to enhancing its destination promotional efforts for Sabah in the domestic and international markets, including active participation in major travel events like the Matta Fair. This effort echoes the STB 'Explore Sabah' campaign leading up to Visit Malaysia Year 2026. STB's booth theme, 'Explore Sabah Dulu Bah', encourages visitors to redeem travel rebate vouchers up to RM100 with every purchase requiring a minimum RM600 deposit in a single receipt. To encourage visitors to choose community-based tourism (CBT) products, RM50 travel rebate vouchers per pax as opposed to per package were offered to CBT product buyers. STB kept the booth exciting with a virtual reality (VR) experience and daily booth activities to attract visitors and increase retention in the booth. A survey was also conducted to study domestic consumer behaviour. Julinus also launched Sabah Tourism's new Augmented Reality Map (AR Map), available for both the Sabah Map and Kota Kinabalu City Map. Users can scan a barcode on the maps to unlock more information about key attractions. The maps offer an interactive experience, complete with helpful guidelines and animations. This latest promotional material is part of STB's initiatives to make exploring Sabah a more immersive, engaging and accessible experience. Physical copies of the map were distributed to attendees at the Matta Fair and are also currently available for download from the STB's official website. Earlier on, in August last year, Sabah Tourism launched a digital careline chatbot, called Avantang, which provides round-the-clock access to essential travel information and assistance. This facility is accessible from the Sabah Tourism website, WeChat account or WhatsApp number +6019-9392121. * Follow us on Instagram and join our Telegram and/or WhatsApp channel(s) for the latest news you don't want to miss. * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available. Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia
Borneo Post
25-04-2025
- Business
- Borneo Post
Sabah records more sales at 2025 Matta Fair KL
STB CEO Julinus Jeffery Jimit (second from left) with STB deputy CEO Tay Shu Lan (left) and Mohd Azlan Saleh, chairman of Matta Sabah Chapter and Lawrence Chin, STB Board of Director, at the launching of the Sabah AR map. KOTA KINABALU (April 25): Sabah's strong presence at the 2025 first edition of Matta Fair Kuala Lumpur from April 18 to 20 April shows a significant increase in sales, with the highest amount recorded at RM4.5 million, a positive increase of 46% from the same period last year. Forty-three Sabah travel agents participated in the fair, which was led by the Sabah Tourism Board (STB) as the anchor for promoting the destination in the Sabah zone. These encouraging responses affirmed Sabah's continued status as a preferred domestic travel destination, providing a diverse array of tourism offerings ranging from adventure, culture and nature to community-based tourism. STB also debuted two local brands from Sabah; Chanteek Borneo showcased various clothing and textile designs with traditional Sabah motifs, while Uinah introduced the health benefits of its refreshing locally crafted drink made from locally sourced ingredients harvested sustainably in Sabah. Both brands received favourable responses from the Matta Fair attendees. STB CEO Julinus Jeffery Jimit attributed the success to the dedication and active participation of Sabah's tour and travel agencies, which reflects the Sabahan camaraderie in promoting the state's tourism industry together with STB. Sabah Tourism continued its strong commitment to enhancing its destination promotional efforts for Sabah in the domestic and international markets, including active participation in major travel events like the Matta Fair. This effort echoes the STB 'Explore Sabah' campaign leading up to Visit Malaysia Year 2026. STB's booth theme, 'Explore Sabah Dulu Bah', encourages visitors to redeem travel rebate vouchers up to RM100 with every purchase requiring a minimum RM600 deposit in a single receipt. To encourage visitors to choose community-based tourism (CBT) products, RM50 travel rebate vouchers per pax as opposed to per package were offered to CBT product buyers. STB kept the booth exciting with a virtual reality (VR) experience and daily booth activities to attract visitors and increase retention in the booth. A survey was also conducted to study domestic consumer behaviour. Julinus also launched Sabah Tourism's new Augmented Reality Map (AR Map), available for both the Sabah Map and Kota Kinabalu City Map. Users can scan a barcode on the maps to unlock more information about key attractions. The maps offer an interactive experience, complete with helpful guidelines and animations. This latest promotional material is part of STB's initiatives to make exploring Sabah a more immersive, engaging and accessible experience. Physical copies of the map were distributed to attendees at the Matta Fair and are also currently available for download from the Sabah Tourism Board's official website. In August last year, Sabah Tourism launched a digital careline chatbot, called Avantang, which provides round-the-clock access to essential travel information and assistance. This facility is accessible from the Sabah Tourism website, WeChat account or WhatsApp number +6019-9392121 .
