Sabah tourism sees strong recovery with 2.1 million visitors recorded in first seven months of 2025, says state minister

KOTA KINABALU, Aug 30 — Sabah’s tourism sector is showing strong signs of recovery, with more than 2.1 million domestic and international visitors recorded between January and July 2025, according to the Sabah Tourism Board (STB).

Tourism, Culture and Environment Minister Datuk Seri Christina Liew shared the encouraging figures during the Association of Hwaxia Zhineng Qigong Sabah dinner at the Sabah Hakka Hall on Friday.

“Sabah welcomed 2,119,813 visitors in the first seven months of this year, a 20.3 per cent increase compared to the same period in 2024. This represents 89 per cent of pre-pandemic levels and 60.6 per cent of our 2025 target of 3.5 million arrivals,” she said.

Of the total, 1,265,165 were domestic travellers, while 854,648 were international visitors. Tourism receipts for the period are estimated at RM5 billion, up 20.5 per cent from last year, reflecting a strong rebound in tourism-related spending.

China remained Sabah’s top source market with 386,217 arrivals, a 47.4 per cent surge from 2024. Brunei followed with 114,465 visitors, South Korea with 103,060, while the UK and European markets contributed 54,765 tourists, marking a 28.3 per cent rise. Taiwan completed the top five with 22,620 visitors.

Liew highlighted that Sabah currently enjoys 138 weekly flights from 14 international destinations, offering 25,404 seats each week — connectivity she described as vital in sustaining recovery and meeting annual targets.

She expressed confidence that Sabah is on track to achieve, and possibly surpass, its 2025 tourism goals, supported by rising demand, stronger air links, and enhanced visitor experiences. — The Borneo Post