Sabah’s tourism industry recorded a strong performance in 2025, welcoming 3,793,709 visitors and generating RM8.74 billion in tourism receipts.
Tourism, Culture and Environment Minister Jafry Ariffin said the state had surpassed its 3.5 million visitor target and was now aiming for four million arrivals in 2026.
“Our primary focus remains on delivering excellent hospitality and authentic experiences that showcase Sabah’s unique qualities.
“We hope to welcome more visitors in the coming years, support Visit Malaysia 2026 and prepare Sabah for Visit Sabah 2027,” he said at the biennial Sabah Tourism Awards 2026, held at a hotel here after a pandemic hiatus.
The awards, organised by Sabah Tourism Board, recognised individuals and organisations whose resilience, innovation and collaboration continue to drive Sabah’s tourism industry forward.
Jafry said the board would continue working with industry partners to enhance tourism offerings, improve flight connectivity and strengthen visitor services to ensure steady growth and memorable visitor experiences.
Domestic visitors accounted for 2,295,000 arrivals in 2025, representing 84 per cent of pre-pandemic levels.
International arrivals reached 1,498,709 — two per cent above pre-pandemic levels — despite international flight capacity not yet being fully restored.
Key growth markets included China (657,528 arrivals), Japan (16,980), Taiwan (34,342), the United Kingdom and Ireland (34,704), Singapore (38,638) and Australia (22,571).
As of January 2026, Sabah was connected to 15 international destinations with 157 weekly flights offering 28,966 seats. These included Singapore; Brunei (Bandar Seri Begawan); Taiwan (Taipei); China (Hong Kong, Guangzhou, Shenzhen, Shanghai, Beijing, Hangzhou and Fuzhou); South Korea (Seoul and Busan); the Philippines (Manila); Indonesia (Jakarta); and Vietnam (Ho Chi Minh City).
Domestically, Sabah was linked to 13 destinations: Kuala Lumpur, Subang, Johor Bahru, Penang, Kota Bharu, Labuan, Kuching, Miri, Sibu, Bintulu, Mulu, Limbang and Lawas.
Cruise tourism also expanded, with 23 ships bringing 24,634 passengers. Of these, 19 docked at Kota Kinabalu Port and four at Sandakan Port.
A total of 12 award categories were presented.
For the Sabah Tour Innovation Award, Trec and Supu Tour (Kopel Kinabatangan) received the honour.
Sabah Hospitality Gem Award winners were Mari Mari Cultural Village (gold), Sutera Sanctuary Lodges at Kinabalu Park (silver), and Shangri-La’s Tanjung Aru Resort (bronze).
For Best Practice in Tourism (community-based tourism), the winners were Walai Tobilung (gold), Kampung Tajau Laut (silver), and Tegudon Tourism Village (bronze).
Best Practice in Tourism (accommodation) went to Borneo Rainforest Lodge (gold), Sutera Sanctuary Lodges at Kinabalu Park (silver), and Hilton Kota Kinabalu (bronze).
For Best Practice in Tourism (tourism product), Borneo Rainforest Lodge won gold, Mari Mari Cultural Village silver, and Lankayan Island Dive Resort bronze.
The Tourism Champion Partnership Award recipients were Borneo Tourism Research Centre (gold), AirAsia China (silver), and Hyatt Centric Kota Kinabalu (bronze).
For the Tourism Champion Advocate Award, Jesus Cede Prudente received gold.
Tourism Champion Leadership Award (individual) winners were Alexander Yee (gold), Albert Teo Chin Kion (silver), and Abdul Sail Jamaluddin (bronze).
For the organisational category, recipients were Borneo Rainforest Lodge (gold), Friends of Sea Turtles Education and Research (silver), and Sutera Sanctuary Lodges (bronze).
The Tourism Champion Resilience Award (individual) went to Grace Leong, while the organisational category was awarded to Shangri-La’s Tanjung Aru Resort (gold) and Rumah Terbalik (silver).
For the Tourism Champion Sustainability Award, winners were Shangri-La Rasa Ria Resort (gold), Borneo Rainforest Lodge (silver), and Sukau Rainforest Lodge (bronze).
Special appreciation awards were presented to Kinabalu Running Club, Persatuan Malim Gunung Kinabalu, Persatuan Porter Gunung Kinabalu, Sutera Harbour, and Tough Gorilla.
Lifetime recognition awards were presented to former Sabah Tourism Board general manager Irene Benggon Charuruks and former chairman Tengku Dr Zainal Adlin Tengku Mahamood.
