LABUAN: Better connectivity and stronger global promotion would boost tourism development for Labuan, urged the island’s tourism players.
Labuan BIMP-EAGA Business Council (Tourism Cluster) Chairman Jerry Teo said limited and costly direct flight connectivity to the duty-free island might constrain tourist arrivals and growth potential.
“Direct flights to Labuan are currently very limited and expensive for tourists. To improve accessibility, we are proposing additional direct flights at least twice weekly from Penang, Johor Bahru, Kuching and Kelantan,” he told Bernama, Saturday.
He said improved air connectivity would not only stimulate domestic tourism but also strengthen Labuan’s position as a regional gateway under the BIMP-EAGA framework.
Labuan tourism industry players have highlighted several issues affecting the island’s tourism development to Minister in the Prime Minister’s Department (Federal Territories) Hannah Yeoh during a recent engagement session.
On digital promotion, Jerry said Labuan’s current social media presence can be improved in terms of professional edge and comprehensive international coverage.
“To capture markets such as China, Taiwan, Hong Kong, Korea and Japan, we must localise our content and expand our multilingual capabilities. Without that, we will struggle to compete with other destinations,” he said.
He said outdated airport advertisements should be decommissioned and replaced with high-quality visuals featuring Labuan’s latest attractions to create a stronger first impression for arriving visitors.
Jerry proposed establishing a dedicated tourism promotion fund to support local operators who are experiencing financial fatigue after years of subdued tourism activity.
“The fund would allow Labuan to engage specialised experts to represent niche sectors such as diving at international roadshows, addressing current marketing expertise gaps,” he said.
Drawing inspiration from Melaka’s appointment of Chinese actress Fan Bingbing as its tourism ambassador, Jerry urged Labuan Corporation to consider appointing a high-impact celebrity ambassador.
“By appointing a prominent Chinese or Korean artiste, we can tap into massive fan bases to elevate Labuan’s profile and boost international demand for our tourism products and local goods,” he said.
To enhance visibility, he said the council is targeting premium billboard placements at high-traffic corridors such as Kota Kinabalu International Airport (KKIA), Kuala Lumpur International Airport and Kota Kinabalu city centre.
“These are strategic locations where potential visitors naturally pause, ensuring our promotional messages capture their full attention,” he said.
Jerry said that although an initial 2026 roadshow schedule has been submitted to Labuan Corporation’s tourism department, it is imperative to expand the list to ensure Labuan maintains a strong, consistent presence in international markets amid Visit Malaysia 2026.
“We cannot afford to be overshadowed by competing destinations. A more robust and frequent presence overseas is critical,” he said.
He also highlighted the Labuan Tourism Jetty as a transformative initiative that consolidates fragmented tourism services into a centralised one-stop hub, providing seamless booking experiences for independent travellers.
On connectivity, Jerry said that the proposed Labuan-Sabah Bridge is essential for 24/7 access to KKIA, eliminating transit bottlenecks for odd-hour arrivals and enabling international visitors to begin their Labuan holiday without delay.
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