Sabah, the vibrant Malaysian state on the island of Borneo, is quickly cementing its position as a global tourism powerhouse. At World Travel Market (WTM) London 2025, the destination’s trajectory was a key discussion point, with the Sabah Tourism Board (STB) announcing a shift towards high-value, sustainable tourism. Speaking exclusively with TTN, Julinus Jeffery Jimit, Chief Executive Officer of Sabah Tourism Board, outlined the strategic vision driving this momentum.
Sabah is on pace for a record-breaking year, a testament to its successful recovery and strategic market focus. The state is confidently targeting 3.5 million visitors for the year, a goal the CEO is highly certain of surpassing.
“Up to September, we already hit about 2.8 million,” Jimit stated, noting that this figure represents 80 per cent of the total target. “We believe that October, November, and December combined will hit 3.6 to 3.7 million by the end of this year.” Key international source markets driving this growth include China, Brunei, South Korea, and the UK, in addition to the crucial domestic market.
The push for higher visitor numbers remains firmly aligned with Sabah’s long-term commitment to sustainability and conservation, a commitment that predates the state’s tourism industry. “Before tourism started in Sabah, we already started ourconservation way back in 1964,” Jimit explained.
Looking ahead, the STB is actively pursuing a strategy to evolve the destination’s profile. While promoting responsible mass tourism, the focus is “slowly moving towards high-end and high-quality visits to Sabah”. This pivot requires collective action, with the CEO stressing the need for a unified approach from local stakeholders.
For the Middle Eastern travel trade, Sabah is intensifying its efforts to improve connectivity and showcase bespoke products. The STB is in direct communication with major carriers in the region and confirmed the goal of gaining more Middle East visitors.
The premier product tailored for high-quality, nature-focused travellers, including those from the Middle East, is the state’s Golden Triangle. This exclusive trio of conservation areas; Maliau Basin, Imbak Canyon, and Danum Valley recently received a prestigious global sustainable tourism certification.
Jimit emphasised that this evolution for tourism is underpinned by a commitment to global standards. He noted that Sabah’s government is actively leveraging key global frameworks, including the Sustainable Development Goals (SDG), ESG (Environmental, Social, and Governance) principles, and the blue economy; sustainably using ocean, sea, and coastal resources for economic growth, social inclusion, and jobs, while also protecting marine health.