Sabah targets four million visitors with premium tourism push ahead of 2027
Sabah is pushing ahead with plans to boost its tourism sector before the launch of Visit Sabah 2027. The state aims to attract four million visitors this year, with a focus on high-end travellers and key markets like China. New strategies include stronger cultural promotion and improved crisis management in tourism. The Sabah Tourism Board (STB) is refining its approach by positioning the state as a premium destination. Officials want to highlight its rich cultural diversity, natural attractions, and authentic local experiences. These efforts come as part of broader preparations for Visit Sabah 2027, a major campaign to draw global visitors.
To reach its 2023 target of four million arrivals, Sabah is relying on 16 direct international flight routes. China remains the top source of foreign tourists, with over 130,000 Chinese visitors recorded in February alone. Domestic travellers still make up around 60% of the total, but North Asia and Southeast Asia are key priorities due to ongoing global travel challenges. The STB is also expanding its crisis response capabilities. A new unit will help manage risks from geopolitical tensions and long-haul travel disruptions, though Sabah has so far seen only minor delays rather than major cancellations. Meanwhile, the Kaamatan festival will receive greater promotion in 2023, with celebrations running throughout May and into June.
Sabah's tourism push centres on quality over quantity, with a focus on premium travellers and cultural events. The state's reliance on China and domestic visitors remains strong, while new measures aim to safeguard against global instability. If successful, these efforts could set a solid foundation for Visit Sabah 2027.
