Tourism Stats
Arrivals Overview
Sabah's tourism has recovered strongly post-COVID but hasn't yet returned to the record highs of 2019. The state received approximately 3.4 million visitors in 2023, up from the devastated 2020–2021 figures but still below the 4.2 million peak of 2019.
| Year | Total Arrivals | Change |
|---|---|---|
| 2019 | 4,195,000 | Record high |
| 2020 | 1,026,000 | -75.5% (COVID) |
| 2021 | 385,000 | -62.5% |
| 2022 | 2,480,000 | +544% |
| 2023 | ~3,400,000 | +37% |
At current growth rates, Sabah is expected to match or exceed 2019 levels by 2025–2026. The federal government's Visit Malaysia 2026 campaign aims to boost arrivals further.
By Country of Origin
International visitors to Sabah are predominantly from East Asia, followed by ASEAN neighbours.
| Country | Approx Share | Why They Come |
|---|---|---|
| South Korea | ~20% | Nature, diving, direct flights |
| China | ~18% | Island resorts, nature (recovering post-COVID) |
| Japan | ~5% | Diving, Mt Kinabalu, nature |
| Taiwan | ~4% | Nature tourism, diving |
| Philippines | ~8% | Proximity, family ties, work |
| Singapore | ~6% | Weekend getaway, nature |
| UK / Europe | ~5% | Diving, wildlife, trekking |
| Australia | ~3% | Diving, wildlife |
South Korea overtook China as the top international source market during 2022–2023 as Chinese outbound travel recovered more slowly post-COVID. Direct flights from Seoul to KK have been a major driver.
Domestic vs International
| Category | 2023 (approx) | % of Total |
|---|---|---|
| Domestic (Peninsular + Sarawak) | ~2,560,000 | ~75% |
| International | ~840,000 | ~25% |
Domestic tourism is the backbone of Sabah's visitor numbers. Malaysian school holidays (March, June, November–December) drive significant spikes in domestic arrivals.
Tourism Revenue
Tourism contributes approximately 8–10% of Sabah's GDP, making it the second most important sector after palm oil.
| Year | Revenue (RM billion) |
|---|---|
| 2019 | 9.6 |
| 2020 | 2.1 |
| 2022 | 6.5 |
| 2023 | ~8.5 |
International visitors spend significantly more per trip than domestic visitors — roughly 3–4x on average, driven by accommodation, diving packages, and longer stays.
Seasonality
| Period | Volume | Notes |
|---|---|---|
| January–February | Low | Monsoon (east coast), post-holiday lull |
| March–May | Medium | School holiday (March), good weather starts |
| June–August | Peak | School holidays, dry season, best diving |
| September–October | Medium | Shoulder season, good value |
| November–December | Medium–High | Year-end holidays offset by monsoon |
Top Attractions
Based on visitor numbers and booking data, Sabah's most-visited attractions:
- Tunku Abdul Rahman Marine Park — by far the highest footfall (proximity to KK)
- Mount Kinabalu / Kinabalu Park — capped at 163 climbers/day but park visits are unlimited
- Sipadan Island — 176 permits/day, consistently fully booked
- Sepilok Orangutan Rehabilitation Centre — Sandakan's flagship attraction
- Kinabatangan River — top wildlife safari destination
- Tip of Borneo — growing in popularity for road trippers
FAQ
Frequently Asked Questions
Q How many tourists visit Sabah each year?
Q What is the top source country for international visitors?
Q Has Sabah's tourism recovered from COVID-19?
Q When should I visit to avoid crowds?
Q What is tourism's contribution to Sabah's GDP?
Q Do most visitors come domestically or internationally?
Q Which attractions get the most visitors?
Q What is the average international visitor spending?
Sources & References 5 sources
Last verified: March 2026