By WU VUIDE
KOTA KINABALU: Sabah recorded 2.6 million visitor arrivals in the first eight months of this year, a 4.1 per cent increase compared with the same period last year, Chief Minister Datuk Seri Hajiji Noor said.
Of the total as of August 2026, 1.1 million were international visitors (43 per cent) and 1.5 million were domestic (57 per cent).
“Sabah continues to be a preferred destination for both domestic and international travellers,” Hajiji said at the opening of the 12th Gala Night and Rhythms of Kinabalu 2026 at Padang Merdeka on Saturday.
His speech was delivered by Assistant Minister to the Chief Minister Datuk Joniston Bangkuai.
Hajiji said China remains Sabah’s largest international market, with 578,681 arrivals in the first eight months. Growth was also supported by Singapore, Australia and Europe, while Japan showed encouraging gains after a review of its travel advisory.
Arrivals from Italy and Spain in August reflected Sabah’s growing appeal among European travellers, he said.
“These developments give us confidence that Sabah has strong potential to expand further into international markets, particularly with better flight networks and connectivity,” he said.
The domestic market, which grew 2.1 per cent, remains a pillar of the state’s tourism industry. Preliminary findings by the Sabah Tourism Board show sustained interest in Sabah as a destination.
Hajiji said challenges remain, particularly airfares and flight availability, which affect travellers’ decisions and Sabah’s competitiveness against other destinations in the country and region.
“Air connectivity must continue to be given close attention so that the full potential of Sabah’s tourism sector can be realised,” he said.
He expressed confidence Sabah can achieve its target of four million visitors this year. To date, the state has reached 64 per cent of that target.
To hit four million, Sabah needs another 1.44 million arrivals from September to December — an average of about 361,000 visitors a month.
“I believe this target is achievable if current momentum is strengthened through more effective promotion, improved flight connectivity and close cooperation among the Government, industry players and all stakeholders,” he said.
On the Gala Night and Rhythms of Kinabalu 2026, Hajiji said the event provides a platform for cultural arts practitioners and traditional and contemporary music groups to showcase works based on Borneo music.
He said cultural tourism is a key attraction for Sabah.
“Our rich diversity of cultural heritage, customs, arts and traditional food offers visitors a unique experience. At the same time, this sector creates economic opportunities for local communities and helps preserve our cultural heritage for future generations,” he said.
Joniston and guests visit a traditional house.
