SABAH is pulling out all the stops for Visit Sabah Year 2027, with the State Government treating the campaign as a cross-sector economic agenda rather than a tourism effort alone.
“The campaign will cut across hospitality, retail, local products, logistics, food and beverage, and will require the full commitment of every ministry, agency and industry player,” said State Tourism, Culture and Environment Minister Datuk Jafry Ariffin in his Ministry’s winding-up speech, Wednesday.
“The implementation of this campaign will involve a whole-of-government and whole-of-industry approach, cutting across all ministries, agencies and industry players,” he said.
He said the Ministry, together with the Sabah Tourism Board (STB), is developing an action plan anchored on six key areas.
He said these cover the creation of more integrated tourism packages that bundle local handicrafts, gastronomy and community-based tourism, the reinforcing of Sabah’s brand as a premium nature and culture destination and the upgrading of tourism infrastructure and facilities ahead of an expected surge in visitor numbers.
“Sabah holds a competitive advantage through international recognition such as Kinabalu Park’s Unesco Triple Crown status, Kinabatangan as a Biosphere Reserve and the Global Sustainable Tourism Council certification for several key tourism areas,” he said.
The plan also calls for raising the quality of eco-tourism and community-based tourism products, stepping up digital promotion through social media and creative materials and building a well-structured State events calendar through strategic tie-ups with government agencies and local authorities.
“Securing stronger aviation links is a top priority for making the campaign work,” he said, pointing out that the Ministry and the STB will focus on engaging airlines to expand the flight network and explore new cooperation arrangements.
“The primary focus is to conduct engagement sessions with airlines to strengthen the aviation network and explore new cooperation opportunities,” he said, adding that the Ministry will also look at supporting industry players with promotion, marketing and the development of promotional materials.
He said the Visit Sabah Year 2027 is designed as a catalyst for overall economic growth and its success depends on collective effort.
“The Ministry therefore calls on every assemblyman and State agency to jointly plan and make this campaign a success as a State agenda,” he said.
He pointed out that Sabah’s natural beauty, biodiversity and cultural richness remain the bedrock of the tourism sector and that protecting the environment is non-negotiable.
“Environmental preservation and conservation are not an option but a fundamental necessity that forms the very lifeblood of the sustainability of this State’s tourism industry,” he said.
Additionally, he said while international tourist arrivals in the first two months of 2026 rose by 17.7 per cent compared to the same period last year, the global situation has since clouded the outlook.
“The escalating geopolitical conflict in the Middle East has had a direct impact on the global tourism landscape, particularly in terms of shifting travel patterns and rising operational costs,” he said.
“Sabah is especially exposed because more than 90 per cent of all tourist access both domestic and international comes through air travel.
“This makes this sector extremely vulnerable to any global disruption, including increases in fuel costs and reductions in flight capacity,” he said.
He said the Ministry and the STB have, in response, been reviewing promotional strategies and market penetration approaches since March last year.
The new direction puts domestic and Southeast Asian and Northeast Asian markets at the centre of a short- to medium-term plan.
Jafry said tactical campaigns are being intensified with airlines and digital booking platforms, including Klook, Trip.com and Agoda, to drive domestic demand.
“This approach aligns with the Federal Government’s 2026 Budget incentives that encourage Malaysians to travel at home,” he said.
As an early signal of the strategy’s potential, the STB’s participation at the Kuala Lumpur Matta Fair this month has generated domestic tour package sales of close to RM5 million.
“This shows that Sabah remains the top choice destination for local tourists,” Jafry said.
He said his Ministry is also working to secure more flights from Northeast Asia and Southeast Asia, markets described as more stable and carrying high potential, through joint promotions and agreements to increase flight frequency and expand routes.
On the question of rising operational costs for logistics operators and other industry players, Jafry said the government is gathering feedback and data to assess the true impact before deciding on the form of assistance to provide.
“The State Government is committed to addressing this issue and will consider appropriate forms of assistance to ensure the continued sustainability of tourism industry operations,” he said.
