Sabah targets 4M visitors in 2023 with new flights and cultural festivals
Sabah is aiming to attract four million visitors in 2023, backed by 16 new direct international flight routes. The state remains a top choice for travellers, with strong demand from both domestic and key overseas markets.
Local authorities are also stepping up efforts to promote cultural events like the Kaamatan festival, which will run throughout May and into June this year. Domestic tourists make up around 60% of Sabah's visitors, while China continues to lead as the largest international source market. The state is now focusing on expanding its appeal in North Asia and Southeast Asia, positioning itself as a premium destination for high-end travellers.
No major cancellations have been reported so far, despite global geopolitical tensions and disruptions to long-haul travel. To prepare for potential challenges, the Sabah Tourism Board is setting up a crisis response unit. This team will help manage uncertainties that could impact the tourism sector.
The Kaamatan festival, a key cultural celebration, will receive greater promotion in 2023. Events will take place all through May, with some activities extending into June. Officials hope this will draw more visitors during the peak travel season.
While specific data on flight capacity growth since the introduction of the 16 new routes is not yet available, the expansion is expected to improve connectivity and support the state's tourism targets. Sabah's tourism push includes new flight routes, a stronger focus on premium travellers, and larger-scale cultural festivals. The crisis response unit will help safeguard the sector against potential disruptions. Authorities remain confident in meeting the four million visitor target for 2023.
