Uninterrupted growth in tourist arrivals to the State of Sabah, in Malaysia Borneo, shows the continuous appeal of the destination since the Covid years. In 2024, Sabah welcomed 3.1 million tourists, growing by 20.4% over 2023. The first 8 months of 2025 recorded 2.46 million travelers -domestic and international. This represented a further growth of 17.4%. Meanwhile, to reach again pre-Covid numbers of 4.19 million guests, Sabah needs to boost its air connectivity, tells Julinus Jeffery Jimit, CEO of Sabah Tourism Board.
Can you describe your current strategy for Sabah and the types of products you’re promoting ?
Julinus Jeffery Jimit – In Sabah, we focus on culture, adventure, and nature, targeting both domestic and international travelers. To attract more visitors, we also form strategic partnerships with airlines, since over 90% of arrivals are via air. Our core markets are domestic travelers, alongside Southeast Asia, North Asia, Europe, the Middle East, and recently, India.
How do you manage intercontinental flights, given there are no direct long-haul flights to Sabah ?
Julinus Jeffery Jimit – We currently have a three-year collaboration with Royal Brunei Airlines, which flies to Europe, London, Australia, and Tokyo. We also rely on Malaysia Airlines, which has code-share agreements with Qatar Airways. This allows intercontinental travelers to connect through Kuala Lumpur, where we have around 461 domestic flights to Kota Kinabalu.
What are indeed your priorities for new intercontinental connections ?
Julinus Jeffery Jimit – We’re in final discussions with Manasik Aviation, the fourth largest airline in Saudi Arabia. Based in Jeddah, this airline intends to start direct flights from Madinah to Kota Kinabalu by December, providing potential connections to the rest of the Middle East. We hope this will encourage other carriers, such as Qatar Airways, to operate flights to Sabah. And giving us an easy connection to Europe.
What do actually overseas markets represent for Sabah, and what is their market share?
Julinus Jeffery Jimit – For international arrivals, approximately 70% come from China, with Brunei, Indonesia, South Korea, Taiwan and the UK following. For Europe specifically, the UK is indeed our top market, followed by France, Germany and Italy. These three countries generated so far over 6,200 tourists each from January to August 2025. While UK arrivals reached almost 26,000 arrivals this year.
What are the regions in Sabah that you aim to promote to your international markets ?
Julinus Jeffery Jimit – We’re focused on nature and promoting Sabah’s “Golden Triangle” — Danum, Imbak, and Maliau Basin Conservation Area. We also highlight Sabah’s UNESCO Triple Crown sites, including the highest tropical tree in Danum Valley, the Sepilok Orangutan Rehabilitation Center, the Sun Bear Conservation Centre, and the world’s smallest pygmy elephants. From mountains to the ocean, Sabah offers a fully integrated wildlife experience.
Do you see opportunities for an all-Borneo promotion including Kalimantan ?
Julinus Jeffery Jimit – We just completed a roadshow in Southern India with Brunei Airlines, Brunei, and Sarawak. We’re in the midst of crafting out a Borneo package supported by Royal Brunei Airlines. Of course, it will start with northern Borneo – Sabah, Sarawak, and Brunei- to eventually including all of Kalimantan [Indonesia Borneo].
What are your tourist arrival targets for this year, and how is growth tracking ?
Julinus Jeffery Jimit – Our target for 2025 is 3.5 million visitors. As of August, we’ve welcomed 2.4 million. We believe we can surpass 3.5 million, reaching 3.6–3.7 million by year-end. About 30% of these are international visitors, with 70% domestic.
