Sabah, a state of Malaysia on the island of Borneo shared with Sarawak, the Sultanate of Brunei and Indonesian Kalimantan, in the region of East Malaysia, has ambitious plans to receive 3.5 million visitors in 2025 launching aggressive tourism campaigns and solid infrastructure enhancements.
This Malaysian destination is well known for its unique and diverse culture shaped by numerous indigenous groups, as well as Chinese and other ethnic influences, a stunning biodiversity, great natural treasures which include the renowned Danum Valley Conservation Area, Tabin, the Sabah's largest wildlife reserve, pristine beaches, captivating, jagged mountains, a delicious cuisine highlighted by a diverse array of ingredients and cooking methods and various festivals.
Sabah State Government aims to welcome 3.5 million visitors this year, as revealed by Head of State Tun Musa Aman during his policy address at the Fifth Session of the 16th Sabah Legislative Assembly, emphasizing that the aggressive strategies would be pursued.
The Head of State highlighted that in 2024, Sabah saw 3.1 million tourist arrivals, marking a 20.4% growth from the previous year, with an estimated expenditure of RM7.28 billion, largely driven by the introduction of new international flights.
The plan to achieve this goal is through bold strategies such as enhancing tourism offering highlighting the potential of the destination with all its attractions scattered around a very diverse territory which offers several opportunities in different tourism segments and niches and fostering airline partnership, increasing direct flight options.
A further strategy is hosting major events promoting them, a move that aligns with VM2026, Malaysia Year 2026 program, which aims to increase tourism revenue, strengthen Malaysia's global tourism competitiveness, and ultimately positioning the tourism sector as one of the largest contributors to the country's GDP.
Key initiatives will also focus on improving infrastructure and transportation links to tourist hotspots, maintaining cleanliness, particularly along coastal region and establishing public restrooms managed by local authorities.
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