Tourism Surge in Semporna: Chinese Visitors Drive Growth, But Local Businesses Face Exclusion

Published on December 9, 2025

Semporna, a stunning town on the east coast of Malaysia’s Sabah region, has become a top destination for Chinese tourists seeking a tropical paradise of pristine beaches, crystal-clear waters, and world-renowned diving spots. A recent surge in tourism from China has been fueled by the popularity of Semporna’s nearby islands, such as Mabul, Mataking, and Kapalai, which are known for their rich marine life and exceptional diving experiences. Posts showcasing the natural beauty of Semporna frequently appear at the top of feeds on Xiaohongshu, a Chinese social media platform akin to Instagram, highlighting the town as a must-visit location for Chinese travelers.

However, while the increase in Chinese tourists has brought significant attention to Semporna, local businesses are raising concerns about being sidelined in the booming tourism market. Many small businesses in Semporna, which rely on local visitors and traditional sources of income, feel they are not benefiting from the influx of international visitors, particularly those from China. As large tour companies and international operators capitalize on the demand, some local entrepreneurs are struggling to find their place in the growing tourism economy.

Semporna: A World-Class Diving Destination for Global Travelers

Semporna, located in the southeastern part of Sabah, is famous for its proximity to some of the most pristine diving sites in the world. The town’s clear waters and vibrant coral reefs attract divers from around the globe, including from China, where island-hopping and marine tourism have grown in popularity. Semporna is the gateway to the Tun Sakaran Marine Park, home to rich biodiversity and stunning underwater vistas that make it a top choice for diving enthusiasts.

The town’s popularity among Chinese tourists has been bolstered by social media platforms like Xiaohongshu, where users frequently share their experiences of island hopping and exploring the waters surrounding Semporna. The visual appeal of the area, combined with word-of-mouth recommendations and influencers promoting Semporna’s natural beauty, has significantly contributed to the influx of Chinese travelers in recent years.

In addition to diving, Semporna offers various eco-tourism activities, such as snorkeling, kayaking, and exploring the nearby Sipadan Island, known for its unique marine life and untouched coral reefs. These activities provide tourists with an opportunity to connect with nature while enjoying a variety of water-based adventures.

Impact on Local Businesses: Concerns About Being Left Behind

While tourism from China has undoubtedly brought a much-needed economic boost to the region, local businesses in Semporna have expressed concerns that they are not fully benefiting from the surge in visitors. As large international tour operators and Chinese travel agencies dominate the market, many smaller, locally owned businesses feel sidelined in the rapidly changing tourism landscape.

Local accommodations, family-run restaurants, and community-based shops report that the majority of business is now being channeled through large agencies that cater primarily to Chinese visitors. These agencies often have exclusive arrangements with resorts and diving operators, leaving local businesses with limited opportunities to engage with tourists. Furthermore, many of the high-end resorts and dive operators cater specifically to international clientele, further reducing the opportunities for local businesses to tap into the growing tourism sector.

Some small operators in Semporna, who have traditionally relied on domestic tourists or smaller-scale, independent tourism, are struggling to compete with the influx of large-scale, package tourism. As a result, they are calling for more inclusive tourism strategies that provide equal opportunities for all businesses, regardless of size or connection to international tour groups.

Opportunities for Sustainable and Inclusive Tourism Development

The rapid growth in tourism presents both opportunities and challenges for Semporna. To ensure that the benefits of tourism are shared by the local community, there is a growing push for more sustainable and inclusive tourism development. Local businesses are advocating for policies that encourage fair competition and support for small businesses.

One key area of focus is improving the engagement between local communities and tourists. By fostering a deeper connection between visitors and the local culture, businesses can create more authentic experiences that not only appeal to tourists but also contribute to the preservation of Semporna’s unique way of life. Efforts could include promoting locally crafted goods, encouraging tourists to experience authentic Sabahan cuisine, and offering cultural tours that allow visitors to learn about the indigenous communities of the region.

In addition, initiatives to ensure that local guides, accommodations, and other services can access the growing Chinese market are critical. This could involve enhancing language skills, providing training for local operators on how to attract international tourists, and establishing partnerships between local businesses and international travel companies to ensure that everyone in the community has the opportunity to thrive.

Looking Ahead: A Balanced Future for Semporna’s Tourism Industry

As Semporna continues to attract growing numbers of Chinese and international visitors, there is a need for a balanced approach to tourism that benefits both large operators and local businesses. By focusing on sustainable tourism practices, community engagement, and equitable business opportunities, Semporna can ensure that its tourism sector continues to thrive while supporting the local economy and preserving the region’s cultural and environmental integrity.

For now, Semporna remains a top destination for divers and eco-tourism enthusiasts, offering a rich mix of natural beauty, marine life, and cultural experiences. As the town’s popularity grows, finding ways to bridge the gap between large-scale operators and small local businesses will be essential for fostering a tourism model that benefits everyone and ensures that the community remains a vital part of the tourism experience.