By WU VUIDE
KOTA KINABALU: Sabah is recalibrating its tourism strategy to navigate global uncertainties while advancing preparations for Visit Sabah Year 2027.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the state is responding to external pressures despite a strong start to 2026, with international arrivals rising 17.7 per cent in the first two months compared to the same period last year.
He said geopolitical tensions in the Middle East have disrupted global travel patterns and increased operating costs, posing risks to Sabah’s tourism sector, which depends heavily on air-connectivity.
“More than 90 per cent of Sabah’s tourist access relies on air transport, making the sector vulnerable to global disruptions such as fuel price hikes and reduced flight capacity,” he said.
Jafry said this in his winding-up speech at the State Legislative Assembly sitting yesterday.
He said the ministry and the Sabah Tourism Board (STB) began early intervention measures in March by reviewing promotional, marketing and market penetration strategies to maintain industry resilience.
Among immediate steps is a shift towards strengthening domestic and regional markets to offset uncertainties in long-haul travel.
He said tactical campaigns with airlines and digital platforms such as Klook, Trip.com and Agoda will be intensified, in line with federal incentives under Budget 2026 to boost domestic tourism.
Participation in the Matta Fair Kuala Lumpur in April generated nearly RM5 million in domestic tourism sales, reflecting continued demand among local travellers, he added.
Jafry said focus is also being placed on Southeast Asian and Northeast Asian markets through closer collaboration with airlines to increase flight frequency, expand routes and roll out joint promotions.
He added that support for event-based tourism will be strengthened through collaboration with the private sector, industry groups and local communities to drive visitor spending and economic spillover.
On rising operational costs, particularly in logistics, he said feedback is being gathered from industry players to assess the impact before determining suitable assistance.
On Visit Sabah Year 2027, Jafry said the campaign is designed as a broader economic catalyst covering sectors such as hospitality, retail, local products and logistics.
He said a comprehensive plan is being developed with STB, focusing on improving tourism packages, strengthening Sabah’s branding as a premium nature and cultural destination, upgrading infrastructure, enhancing product quality and expanding digital marketing.
“The campaign will adopt a whole-of-government and whole-of-industry approach,” he said.
Jafry said environmental conservation remains central to tourism development, given Sabah’s strengths in natural assets, biodiversity and cultural heritage.
He said development efforts will continue to balance economic growth with sustainability to protect these assets.
On proposals raised by assemblymen, he said areas such as Papar, Balung Kokos and Pulau Balambangan have strong potential for community-based tourism and will be further evaluated.
Addressing wildlife issues, he said 11 fatalities and three injuries from crocodile attacks were recorded last year, with the species protected under existing laws and international conventions.
He said unlicensed hunting is not permitted, while measures such as controlled licensing, awareness programmes and scientific studies are being implemented.
Efforts to address human-elephant conflict include GPS tracking, electric fencing and community-based response teams, he added.
Jafry said Pulau Sepanggar is being studied as a potential adventure tourism site, while Sandakan continues to be promoted as an eco-tourism and heritage destination supported by international campaigns and events.
He said RM2.15 million was allocated in 2024 and RM5.5 million in 2025 to upgrade tourism facilities in Sandakan.
On Semporna, he said only 46 out of 190 accommodation premises are licensed, with others either in the application process or operating illegally.
He said only licensed operators will be promoted to safeguard industry standards and reduce revenue leakage, with further action to be decided at Cabinet level.
Jafry also welcomed the extension of Visit Malaysia Year to 2027 and said proposals such as hotel vouchers to boost domestic tourism will be considered.
He said the state remains committed to ensuring the sustainability and competitiveness of Sabah’s tourism sector amid evolving global challenges.
‘More than 90 per cent of Sabah’s tourist access relies on air transport, making the sector vulnerable to global disruptions such as fuel price hikes and reduced flight capacity’ – Jafry
