Explore Sabah: Malaysia’s Hidden Gem as Tourism Numbers Soar with New Travel Packages

Published on December 8, 2025

Sabah, located on the island of Borneo, Malaysia, is launching an ambitious new tourism drive aimed at attracting over four million visitors in the coming year. This initiative, spearheaded by the Sabah Tourism Board, includes the introduction of exciting new tourism packages designed to appeal to both domestic and international travelers. To further support this goal, Sabah is collaborating with major airlines, travel agencies, and digital platforms to make the state more accessible and appealing to tourists across the globe.

As one of Malaysia’s most diverse and vibrant tourism destinations, Sabah is known for its stunning natural landscapes, which include towering mountains like Mount Kinabalu, pristine beaches along the Tunku Abdul Rahman Marine Park, and the breathtaking wildlife found in Danum Valley and Kinabatangan River. The new tourism drive is set to leverage these unique attractions while targeting a broader audience, emphasizing sustainable tourism, cultural experiences, and adventure tourism.

Collaborations with Airlines and Travel Agencies

One of the key strategies behind Sabah’s tourism push is the collaboration with airlines to increase the number of direct flights to Kota Kinabalu, the state capital and a major gateway for international travelers. Sabah has been working closely with regional and international airlines to offer more competitive airfares and convenient flight schedules to key markets like Singapore, China, and South Korea, as well as popular domestic routes from Kuala Lumpur and Penang.

In addition to improving air connectivity, Sabah is partnering with travel agencies to develop attractive tour packages that highlight the state’s best features. These packages cater to a variety of traveler types, from eco-tourists and nature lovers to luxury seekers and adventure enthusiasts. Sabah’s rich cultural heritage, including its Suluk and Bajau communities as well as historical landmarks in Kota Kinabalu and Sandakan, will be key themes in these curated travel experiences.

The government and tourism agencies are also leveraging digital platforms to reach a global audience. Online booking platforms and travel apps will offer easy access to the latest tourism deals, helping tourists plan their trips to Sabah with ease. These platforms will also promote local events, festivals, and seasonal attractions, ensuring that Sabah remains in the spotlight year-round.

Expanding Domestic and International Market Reach

To boost inbound tourism, Sabah is focusing on both domestic and international markets. For the domestic audience, Sabah aims to attract more Malaysian travelers from different regions, particularly those from Peninsular Malaysia who may have previously overlooked Borneo as a holiday destination. The introduction of tailored travel packages that offer more affordable options, including group discounts, family deals, and travel bundles, is designed to appeal to local tourists seeking a unique holiday experience.

For the international market, Sabah is emphasizing its unique biodiversity, world-class diving sites, and cultural heritage, which make it a perfect destination for nature-based tourism. The state’s proximity to popular regional markets like Singapore and Brunei makes it an attractive short-haul destination for tourists looking to explore more of Southeast Asia’s hidden gems.

Key international markets include China, where increasing numbers of tourists are seeking eco-tourism and adventure travel opportunities, as well as South Korea, where interest in Southeast Asian travel has been on the rise. Sabah’s rich wildlife, such as orangutans and proboscis monkeys, alongside its protected marine parks, are expected to be key selling points for international visitors.

Unique Tourism Offerings: Adventure, Culture, and Nature

Sabah’s tourism drive is built on three pillars: adventure, culture, and nature. These themes showcase the best of the state’s diverse offerings and provide something for every type of traveler. Sabah’s Kinabalu National Park, a UNESCO World Heritage Site, offers the opportunity for a challenging yet rewarding climb of Mount Kinabalu, Southeast Asia’s highest peak. The mountain’s lush slopes are home to endemic flora and fauna, making it a paradise for nature lovers and hikers.

For those interested in marine tourism, Sabah’s Tunku Abdul Rahman Marine Park and Sipadan are considered some of the best dive sites in the world. Scuba divers and snorkelers will find vibrant coral reefs and diverse marine life, including turtles, sharks, and schools of tropical fish.

Cultural tourism is also a strong focus of the new tourism drive. Sabah is home to a rich mix of indigenous communities, and tourists can explore local traditions, handicrafts, and performances. Mari Mari Cultural Village offers an immersive experience where visitors can learn about traditional customs, while Kota Kinabalu’s cultural performances highlight Sabah’s multicultural heritage.

Sustainable Tourism: Balancing Growth and Preservation

As tourism grows, the Sabah Tourism Board has emphasized the importance of sustainable tourism practices. Protecting the environment and ensuring that local communities benefit from tourism are central to the state’s tourism strategy. Efforts to limit over-tourism, manage visitor numbers at key attractions, and promote eco-friendly travel options are essential for preserving Sabah’s natural beauty and wildlife for future generations.

Tourism businesses are encouraged to adopt sustainable practices, from eco-lodges and green hotels to waste reduction initiatives. Visitors are also encouraged to respect local traditions, minimize their environmental impact, and engage in responsible travel.

Conclusion: A Bright Future for Sabah’s Tourism

With its improved infrastructure, targeted partnerships, and focus on sustainability, Sabah is well on its way to achieving its ambitious tourism goals. The expansion of direct flights, coupled with enticing travel packages and digital marketing efforts, is set to bring an influx of both domestic and international tourists to the region. For travelers seeking adventure, nature, and culture, Sabah offers a wealth of experiences, making it an ideal destination for 2025 and beyond.

As Sabah continues to grow as a major player in Southeast Asia’s tourism sector, it remains committed to providing visitors with a safe, enjoyable, and sustainable travel experience that highlights the very best of what this beautiful and diverse region has to offer.