China and South Korea Drive Sabah’s Tourism Boom, How Airlines Like AirAsia Are Preparing for a Surge of 4 Million Tourists!

Published on December 6, 2025

China and South Korea Drive Sabah’s Tourism Boom – How Airlines Like AirAsia Are Preparing for a Surge of 4 Million Tourists! Sabah, long known for its stunning natural beauty and rich cultural heritage, is experiencing a remarkable surge in tourism, driven largely by an influx of visitors from China and South Korea. As the Ministry of Tourism, Arts, and Culture (Motac) sets its sights on welcoming 4 million tourists by the end of 2025, the growth in international arrivals has already been significant. With its breathtaking landscapes, world-class diving spots, and adventure tourism offerings like Mount Kinabalu, Sabah has become an increasingly popular destination for travelers. Airlines such as AirAsia and Malaysia Airlines are playing a pivotal role in facilitating this tourism boom, increasing flight frequencies and expanding routes to accommodate the growing number of visitors. As the state’s tourism industry gears up to meet the demand, the airline and hospitality sectors are positioning themselves to offer seamless travel experiences, ensuring that Sabah remains an accessible and attractive destination for both adventure seekers and cultural explorers alike.

China and South Korea Drive Sabah’s Tourism Boom – How Airlines Like AirAsia Are Preparing for a Surge of 4 Million Tourists!

Sabah, the jewel of Borneo, has seen an exciting transformation in its tourism industry in recent years. The Ministry of Tourism, Arts, and Culture (Motac) is leading an ambitious drive to welcome 4 million tourists to the state by the end of 2025, and the results are already showing. One of the key drivers of this boom has been the substantial rise in visitors from countries like China and South Korea. These two nations have quickly become leading sources of tourists, with AirAsia and Malaysia Airlines preparing to handle this influx. From picturesque beaches to thrilling adventures, Sabah is more than ready to cater to the needs of these international travelers, and the airlines and hospitality industries are crucial to its success.

China and South Korea Drive Sabah’s Tourism Boom

Sabah’s tourism sector has been experiencing robust growth, largely driven by increased arrivals from China and South Korea. As of mid-2025, Chinese tourists have continued to dominate the inbound tourism market. Sabah’s allure for Chinese travelers lies in its pristine beaches, rich cultural heritage, and the vibrant wildlife, especially the endangered Bornean pygmy elephant and orangutans, which are major attractions for wildlife enthusiasts. The close proximity of Sabah to China, coupled with increasing direct flight options, has made it easier than ever for Chinese tourists to explore this hidden gem.

South Korea, another key source of tourists, has also seen a dramatic increase in visitation to Sabah. The Korean market is known for its love of nature-based tourism, and Sabah fits perfectly into that category. With its sprawling rainforests, world-class diving sites, and adventure activities like mountaineering, Sabah offers the perfect vacation for nature lovers and adventure seekers alike. Korean tourists are increasingly flocking to Sabah for these reasons, and the government’s focus on catering to the Korean market with targeted promotions has paid off. In 2025, South Korean arrivals were up by 23%, reflecting the increasing popularity of Sabah as a vacation destination.

How Airlines Like AirAsia Are Preparing for a Surge of 4 Million Tourists

Airlines such as AirAsia, the budget airline that has been synonymous with affordable travel in Southeast Asia, are playing a vital role in Sabah’s tourism boom. Known for its expansive network across Asia, AirAsia has ramped up its flights to Sabah, increasing frequency and launching new routes to accommodate the growing number of tourists. In 2025 alone, the airline increased its direct flights from major Chinese cities like Guangzhou, Beijing, and Shanghai to Kota Kinabalu, the capital of Sabah. This surge in flight availability has allowed more travelers to book affordable tickets, further driving the rise in international arrivals.

AirAsia’s commitment to Sabah is not just limited to flight frequency. The airline has partnered with local tourism boards to promote Sabah as a must-visit destination. Through collaboration with regional travel agencies and digital platforms, AirAsia is ensuring that travelers not only fly into Sabah with ease but also have access to competitive vacation packages that include flights, hotel stays, and tours. AirAsia has also ensured that their new routes come with competitive pricing and flexible options, making it an attractive choice for budget-conscious travelers.

Another major player in the aviation sector, Malaysia Airlines, is equally dedicated to supporting Sabah’s tourism sector. With a long-standing reputation for quality service, Malaysia Airlines has made significant investments in increasing its flight routes to the region. The airline offers convenient, comfortable flights from Southeast Asia’s key hubs, including Singapore, Kuala Lumpur, and Bangkok. As part of Motac’s goal to attract 4 million visitors, Malaysia Airlines has partnered with the Sabah Tourism Board to launch seasonal promotions and exclusive offers for travelers, further boosting international tourism.

How the Hospitality Industry Is Benefiting

Sabah’s hospitality industry has also experienced a transformation in recent years, with increased demand for accommodations ranging from luxury resorts to affordable hotels and hostels. The influx of tourists from China, South Korea, and other key markets has led to the opening of new hotels, resorts, and tourism-related services across the state. International hotel chains, including Hilton, Marriott, and Accor, have expanded their operations in Sabah, seeing the potential of the region as an increasingly popular travel destination. These hotels are not only catering to the high-end market but are also offering special packages to attract families, adventure seekers, and eco-tourists.

For those looking for a more intimate experience, Sabah’s eco-lodges and boutique hotels provide an ideal getaway. These properties are designed to showcase the natural beauty of Sabah while offering high-quality, personalized services. Many of these boutique properties are located in the heart of nature reserves, offering guests the opportunity to immerse themselves in the environment while enjoying modern amenities. The popularity of eco-tourism is expected to continue to grow, and the hospitality industry is meeting this demand with sustainable practices and eco-friendly operations.

Additionally, many local homestays and smaller guesthouses have seen a rise in bookings, especially among international tourists who prefer to experience Sabah’s culture and way of life more authentically. These accommodations provide visitors with a unique opportunity to connect with locals, learn about traditional Bornean culture, and enjoy the region’s diverse cuisine.

Sabah’s Growth as an Adventure Tourism Hub

Sabah’s increasing appeal as an adventure tourism destination is another key factor contributing to the growth in international arrivals. The state is home to Mount Kinabalu, Southeast Asia’s highest peak, which attracts mountaineers and trekkers from all over the world. For adventure enthusiasts, climbing Mount Kinabalu is considered a rite of passage, and it remains one of the most popular reasons to visit the state. Sabah also offers world-class diving spots like Sipadan, known for its incredible underwater biodiversity. Both of these activities are key drivers of international tourism and continue to grow in popularity as more international tourists flock to the region.

Airlines like AirAsia and Malaysia Airlines play a crucial role in facilitating these adventure tourism experiences. They provide direct, affordable flights that connect major cities to Kota Kinabalu, making it easier for adventure seekers to access the state’s natural wonders. Sabah’s tourism marketing campaigns also highlight these adventure tourism options, promoting the state’s status as a premier destination for adrenaline-pumping activities like hiking, diving, and wildlife exploration.

Sustainable Tourism: A Growing Priority

As the number of tourists continues to increase, Sabah is placing a strong emphasis on sustainable tourism practices. The state is home to some of the world’s most unique ecosystems, including vast rainforests and marine life, which are under threat from over-tourism and environmental degradation. To combat this, Motac has been working closely with local businesses, airlines, and hospitality providers to ensure that tourism growth does not come at the expense of Sabah’s natural beauty.

One example of sustainable tourism in Sabah is the growing number of eco-tourism operators who focus on responsible travel that benefits both the environment and local communities. These companies work with local conservation programs, ensuring that tourism revenue is reinvested into protecting endangered species and preserving the state’s ecosystems. Visitors to Sabah are encouraged to participate in these eco-friendly tours, which often involve activities like wildlife conservation, forest walks, and marine protection efforts.

In addition, airlines like AirAsia and Malaysia Airlines have also taken steps to reduce their environmental impact by adopting more fuel-efficient aircraft, reducing waste, and supporting carbon offset programs. By promoting these sustainability initiatives, both the airlines and the tourism sector are ensuring that Sabah remains an attractive destination for eco-conscious travelers while safeguarding its natural resources for future generations.

Travel Tips for Tourists Heading to Sabah

1. Book Flights Early: With the surge in tourists, flight availability can be limited during peak seasons. To ensure the best prices and availability, it is recommended to book flights well in advance, especially if traveling during holidays or peak seasons like Chinese New Year and summer vacation.
2. Choose the Right Accommodation: Depending on your budget and travel style, you can choose from a range of accommodation options in Sabah. For luxury seekers, international hotel chains like Hilton and Marriott provide five-star experiences. If you’re looking for a more eco-friendly experience, opt for one of Sabah’s boutique eco-lodges or homestays.
3. Get Travel Insurance: Travel insurance is highly recommended when visiting Sabah, especially if you’re planning on participating in adventure activities like climbing Mount Kinabalu or diving at Sipadan. Make sure your insurance covers any unforeseen incidents or cancellations.
4. Pack for Adventure: Sabah’s climate is warm and humid, so pack light clothing, sunscreen, and insect repellent. If you’re planning to climb Mount Kinabalu, bring proper hiking gear, including sturdy shoes and a light jacket for the cooler mountain temperatures.
5. Respect the Local Culture: Sabah is home to diverse indigenous cultures, and it’s important to be respectful of local customs and traditions. Take the time to learn about the different ethnic groups and their customs before visiting local villages or cultural sites.
6. Explore Beyond Kota Kinabalu: While Kota Kinabalu is a popular starting point, make sure to venture out to explore the surrounding areas. Visit the UNESCO World Heritage-listed Kinabalu Park, dive at Sipadan, or take a boat trip to see the famed Sulu Sea.
7. Be Mindful of Wildlife: Sabah is known for its wildlife, including endangered species like the orangutan. Participate in responsible wildlife tours, avoid disturbing animals, and follow the guidelines provided by guides to ensure minimal impact on their natural habitats.

China and South Korea are driving Sabah’s tourism boom, with AirAsia and Malaysia Airlines preparing for a massive influx of 4 million tourists! Discover how this surge is reshaping the region’s travel scene and what it means for your next adventure!

Wrapping Up

Sabah is fast becoming one of Southeast Asia’s most sought-after travel destinations. With its rich natural beauty, diverse wildlife, and adventure tourism offerings, it’s no wonder that China, South Korea, and other international markets are flocking to the state. Airlines like AirAsia and Malaysia Airlines are playing a crucial role in facilitating this surge in tourism, making it easier than ever for travelers to visit Sabah. Meanwhile, the hospitality industry is expanding rapidly, with new hotels, resorts, and eco-lodges opening to accommodate the growing number of visitors. For those seeking adventure, culture, and sustainable tourism, Sabah offers an unforgettable experience. With Motac’s efforts to attract 4 million tourists by the end of 2025, Sabah’s future as a premier tourism destination looks brighter than ever.