KOTA KINABALU: Tourism continues to be a cornerstone of Sabah’s economy. In 2023, the industry contributed RM13.1 billion to the state’s GDP, representing 11.7% of the economic output. Notably, direct tourism-related GDP experienced a substantial growth of 47.4%, reaching RM4.2 billion.
The sector has generated employment for over 362,700 individuals, underscoring its critical role as an economic driver and a significant source of livelihood for many Sabahans.
Datuk Seri Panglima Christina Liew, the Minister of Tourism, Culture, and Environment, made these remarks during the Tourism Insights Day 2025. She highlighted that the retail trade and accommodation sectors accounted for nearly 74% of tourism’s GDP contributions, emphasising the importance of providing a world-class experience for visitors.
“We will continue to support these industries while also fostering growth in emerging sectors such as cultural, sports, and recreational services,” she stated.
“Air connectivity has been a pivotal factor in our recovery. With 164 international flights and a weekly seat capacity exceeding 30,000, Sabah is now directly linked to 20 international destinations.”
Liew pointed out that the new routes added in January and February—including flights from Singapore to Tawau and Tokyo to Kota Kinabalu—demonstrate the successful collaboration between the Sabah Tourism Board and airline partners.
“These connections not only enhance accessibility but also solidify Sabah’s position as a preferred destination for global travellers,” she added.
“While our achievements are noteworthy, the road ahead requires ongoing effort and innovative strategies. This includes promoting sustainability, enhancing visitor experiences, and strengthening collaborations with our stakeholders,” Liew emphasised.
She noted that leveraging data and technology, particularly through the Sabah Regional Tourism Satellite Account (RTSA), will provide valuable insights to inform decision-making.
“By utilising this data, along with advancements in digital marketing and smart tourism initiatives, we aim to position Sabah at the forefront of the tourism industry. To strengthen this initiative, the Ministry of Tourism, Culture, and Environment has developed the Tourism Analytics Dashboard Portal Platform in close collaboration with the Sabah Tourism Board. This significant project is designed to revolutionize how we gather and analyse vital tourism data in Sabah.”
The Tourism Analytics Dashboard Portal will offer a centralized, interactive platform that consolidates information from tourists. This initiative will enable us to collect essential insights into various aspects of tourism in Sabah, including visitor demographics, spending habits, travel preferences, and more, supported by an online survey portal that facilitates seamless and systematic data collection.
“The data gathered through this platform will be instrumental in guiding our policy decisions, enhancing our tourism strategies, and driving targeted marketing efforts,” Christina said.
“It will empower us to make informed, data-driven decisions that will not only strengthen the tourism sector but also ensure its long-term competitiveness and sustainability in Sabah.”
“As we set our sights on 2025 and beyond, our vision is clear: to position Sabah as a premier destination that offers authentic experiences, celebrates cultural heritage, and champions sustainability. Together, we can achieve our goal of exceeding 3.3 million visitor arrivals this year, significantly contributing to our state’s prosperity.”
“Let us remember that tourism is not merely about numbers; it is about the stories we tell, the connections we forge, and the memories we create for our visitors. It reflects the warmth, resilience, and hospitality that make Sabah truly extraordinary.”-BNN
