Sabah targets four million visitors in 2023 with bold tourism push
Sabah is pushing ahead with plans to attract four million visitors in 2023. The state is focusing on domestic travellers as well as tourists from North and Southeast Asia, positioning itself as a premium destination. Despite global travel disruptions, officials report only minor delays and no major cancellations so far. Domestic visitors currently make up around 60% of Sabah's tourist arrivals. China remains the largest international market, though specific flight data for 2023 is not yet available. To boost numbers, the state has secured 16 direct international flight routes, improving connectivity for travellers.
The Sabah Tourism Board is also taking steps to handle potential challenges. A new crisis response unit will strengthen preparedness for global uncertainties that could impact tourism. Meanwhile, the annual Kaamatan festival will receive greater promotion this year, with celebrations running throughout May and extending into June. Sabah's tourism sector is aiming high for 2023, with a target of four million arrivals. The focus on premium markets and improved flight connections supports this goal. Officials remain optimistic despite minor delays, with no significant cancellations reported so far.
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