Sabah targets 4M visitors in 2023 with new flights and festival charm

Sabah is aiming to attract four million visitors in 2023, backed by stronger air links and targeted promotions. The state has added 16 new direct international flight routes to boost connectivity. Despite global travel challenges, no major cancellations have been reported so far.

The focus remains on domestic travellers, as well as key markets in North and Southeast Asia. Sabah is also positioning itself as a premium destination to draw high-spending tourists. The expansion of direct flight routes is a key part of Sabah's strategy for 2023. While exact figures on previous international connections are unclear, the new additions are expected to improve access for visitors. So far, the state has seen only minor delays rather than cancellations, even amid geopolitical tensions and long-haul travel disruptions.

To further attract tourists, Sabah will promote the Kaamatan festival on a larger scale this year. Celebrations will run throughout May, with some events continuing into June. The festival is part of broader efforts to highlight the state's cultural and natural appeal.

Domestic travellers currently make up around 60% of Sabah's visitor arrivals. China remains the top international market, reflecting the state's strong ties with North Asia. Meanwhile, Sabah is working to enhance its image as a high-end destination, targeting affluent tourists from Southeast Asia as well.

In preparation for potential disruptions, the Sabah Tourism Board is setting up a crisis response unit. This team will focus on managing risks linked to global uncertainties, ensuring the tourism sector remains resilient. Sabah's push for four million visitors in 2023 relies on better air connectivity and festival promotions. The state's tourism industry is also strengthening its crisis readiness to handle future challenges. With a mix of domestic and international appeal, Sabah aims to solidify its position as a top-tier travel destination.