Sabah Tourism Statistics 2026 — 3.79M Visitors, RM8.74B

Tourism Overview

Sabah\u2019s tourism sector has not only recovered from COVID-19 but exceeded expectations. The 3.79 million arrivals in 2025 represent a 20.8% increase over 2024 and surpass the original 3.5 million target. International tourism has fully recovered — and exceeded — pre-pandemic levels by 2%, signaling strong global confidence in Sabah as a destination. Revenue of RM8.74 billion reflects a healthy mix of high-volume domestic tourism and higher-spending international visitors.

The sector now employs 387,600 people across accommodation, food and beverage, retail, transport, and attractions — making tourism Sabah\u2019s second-most important economic contributor after oil and gas. With the Visit Sabah 2027 campaign and infrastructure investments, the state is aiming for 4 million arrivals in 2026 and sustained growth beyond 2027.

Top Source Markets

International visitor diversity is one of Sabah\u2019s strengths. No single market dominates excessively — the top 10 countries account for ~80% of international arrivals, but dozens more contribute smaller volumes. China reclaimed the top spot in 2025 after pandemic disruptions, driven by expanded direct air connectivity from multiple Chinese cities.

Visitor Type Breakdown

Sabah\u2019s tourism is split between domestic visitors (2.1 million, 55%) and international visitors (1.69 million, 45%). However, the spending split is more skewed toward international visitors: they account for 51.1% of total tourism expenditure despite comprising only 45% of arrivals. This is because international visitors stay longer (average 5.2 nights) and spend more on premium accommodation, diving, and adventure activities.

Domestic tourists are primarily from Peninsular Malaysia (40.6% of domestic share) and Sarawak (10.3%). They tend to visit for leisure, visiting family, or short holidays on weekends and school breaks. International visitors are split between leisure (80%), business (12%), and MICE/events (8%).

Seasonal Patterns

Sabah\u2019s tourism follows clear seasonal patterns driven by school holidays, weather, and regional events. The June–August period is peak season — school holidays across the region combined with the dry season and optimal diving conditions create the busiest months. July and August are the single busiest months, often seeing 350,000+ arrivals each month.

November–December is secondary peak season due to year-end holidays, though monsoon rains on the east coast can deter some visitors. January–February is the slowest period, with northeast monsoon rains limiting east coast activities and post-holiday lull reducing travel.

September–October and March–May are ideal shoulder seasons — fewer crowds, good weather, lower prices, and available accommodation.

Hotel Occupancy

Average hotel occupancy across Sabah stands at approximately 72%, indicating healthy demand balanced with available supply. Kota Kinabalu maintains 75%+ occupancy year-round, while resort areas like Semporna (diving focus) see seasonal swings between 85%+ in peak months and 55% in low season. The total registered room stock is approximately 25,000 rooms, with Kota Kinabalu accounting for ~60% of supply.

RevPAR (Revenue Per Available Room) has been trending upward since 2023, driven by both higher occupancy and improved pricing power as international demand recovers. Luxury and 5-star segment growth is outpacing 3-star and budget segments.

Frequently asked questions