Sabah is gearing up to attract four million visitors to the state during the Visit Malaysia (VM) 2026 campaign, said Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
“With Sabah’s strengths in its natural beauty, seas, rainforests, mountains and more, all of these serve as major assets in attracting tourists,” said Jafry.
He said the state exceeded its 3.5 million visitor target last year, recording about 3.6 million arrivals.
“Based on last year’s performance, we are projecting an increase to around four million visitors this year,” he said during the symbolic launch of VM2026 at Kota Kinabalu International Airport (KKIA) on Thursday.
The event organised by Tourism Malaysia was launched simultaneously nationwide, while in Sabah it also involved airports in Tawau, Sandakan and Lahad Datu.
Jafry led state tourism stakeholders and industry association heads in welcoming passengers onboard a Malaysia Airlines flight from Kuala Lumpur, presenting them with goodie bags and traditional necklaces.
On the first day of 2026, a total of 3,240 travellers arrived in Kota Kinabalu from 27 flights as of 3pm.
This included 1,820 domestic passengers from Peninsular Malaysia, 720 international passengers from Seoul, Singapore, Hong Kong and Jakarta, as well as 700 local passengers.
On safety issues, Jafry said he took the matter seriously and was confident that, with the commitment of the State Government, standard operating procedures and essential infrastructure could be further improved.
“Tourists do not come only to enjoy natural beauty. Safety is also a key criterion to ensure they feel confident visiting Sabah,” he said.
On AirAsia’s decision to cease operations on six routes to Kota Kinabalu last year, Jafry said he understood that it was a business strategy decision by the airline.
“I understand that at that time, perhaps due to timing or operational considerations, airlines chose to redeploy routes elsewhere.
“However, this is a business decision and I do not see it as a major concern. I am confident that more visitors will come to Sabah next year.
“Sabah remains one of the country’s key destinations and a place that promotes unity and inclusiveness,” he said.
On the recent declaration of the Kinabatangan area, including Sukau, as a UNESCO Biosphere Reserve under the Man and the Biosphere (MAB) Programme on Sept 27, 2025, he said this meant the area was recognised as one where human communities live in harmony with nature.
“This is a destination that must be promoted further. Although it is somewhat remote, I will ensure that Sukau also receives attention as an international attraction.
“We already receive visitors from Europe and Japan to Sukau, and I will ensure that more international tourists are encouraged to visit Sukau in the future,” he said.
