The Sabah government is targeting more than four million tourist arrivals in conjunction with Visit Malaysia 2026, while planning to roll out Visit Sabah Year 2027 as part of efforts to further revitalise the state’s tourism sector.
The initiatives were outlined in the state government policy address delivered by Yang di-Pertua Negeri Tun Musa Aman at the opening of the first session of the 17th Sabah Legislative Assembly.
He said the move is aimed at strengthening Sabah’s tourism performance and sustaining growth momentum through a more strategic and forward-looking approach.
At the same time, he said emphasis will be placed on enforcement and safety at tourism destinations, with continuous monitoring to ensure compliance with existing regulations.
“Safety procedures for high-risk tourism activities will also be enhanced in line with international best practices,” said Musa.
Under the 13th Malaysia Plan (RMK-13), he said the development of the tourism sector will focus on diversifying new tourism products, enhancing value-added offerings based on local culture and the environment, and promoting community participation in tourism-related activities.
“Efforts to elevate cultural heritage and the creative industry will also be intensified through initiatives such as upgrading infrastructure, developing new exhibition spaces, and supporting local artists and cultural practitioners,” he said.
These measures are expected to strengthen cultural tourism while positioning Sabah’s arts and creative sector as a unique attraction within the state’s tourism landscape, he added.
