Kota Kinabalu: Sabah’s tourism sector has welcomed 2,826,390 visitors between January and September 2025, marking a 17 per cent increase compared to the same period last year.
Tourism, Culture and Environment Minister Datuk Jafry Arifin said international arrivals reached 1,162,459, up 17.2 per cent, whilst domestic tourists totalled 1,663,931, representing a 16.8 per cent rise.
“This significant growth demonstrates tourists’ confidence in Sabah as a preferred destination, renowned for its natural beauty and cultural diversity,” he said during the opening ceremony of the Malam Lestari Irama dan Alam Rhythm of Kinabalu (ROK) 2025, here, Saturday.
The influx has generated an estimated RM6.58 billion for the State’s tourism sector, with expectations of continued robust growth through year end.
Jafry said cultural tourism festivals like ROK play a crucial role in boosting the industry, supporting local artists, craftspeople, food vendors and cultural entrepreneurs whilst showcasing Sabah’s unique offerings.
He called for continued collaborative efforts to ensure Sabah remains competitive as a tourism destination both nationally and internationally.
The four-day Rhythm of Kinabalu 2025 programme kicked off on Friday.
