Use neighbours as tourism benchmark

Daily Express

3 days ago

Published on: Sunday, July 06, 2025
Published on: Sun, Jul 06, 2025
By: Datuk Roger Chin Text Size: Sabah's tourism figures are often paraded as a mark of success. Year after year, we hear about millions of tourist arrivals and billions in tourism receipts. But beneath this feel-good narrative is a far more uncomfortable reality - Sabah's tourism industry is propped up by domestic visitors, while international tourism — the true driver of foreign exchange and high-value growth — is stagnating.
Advertisement Domestic Tourism Dominates the Headlines In 2023, Sabah recorded around 2.6 million tourist arrivals. But nearly 1.75 million of these were domestic travellers — Malaysians visiting from other parts of the country. That leaves just 858,000 international tourists, or about one-third of total visitors. This is not a new trend. Even before Covid-19, Sabah's international tourism numbers hovered around 1.5 to 1.6 million a year, showing no real growth. Meanwhile, the majority of the celebrated 'tourism boom' has always come from domestic visitors — travellers who spend less, stay for shorter periods, and contribute little in terms of foreign exchange. Compare Sabah's numbers to its regional competitors and the gap is stark. (see table) While Bali, Phuket, and Da Nang have surged back post-pandemic, Sabah's recovery has been modest at best. The international market that matters most is where Sabah lags the most. Air Connectivity - Sabah's Weak Link Part of the reason Sabah struggles to attract international tourists lies in its poor connectivity. Kota Kinabalu International Airport offers just 79 weekly international flights to 13 mostly short-haul destinations such as Singapore, Brunei, Taipei, Narita, and Incheon. Routes come and go, with airlines cancelling services when demand fails to materialise. In contrast, Bali and Phuket enjoy direct connections to Europe, the Middle East, Australia, and all major Asian hubs — making them far more accessible and attractive to international travellers. The Visitor Experience - Disappointing First Impressions Even when international tourists do arrive, what they find often leaves much to be desired. Roads to key attractions like Tanjung Aru Beach are potholed and poorly lit. Large sections of Kota Kinabalu city — including Sinsuran and Segama — are plagued by crumbling buildings, broken pavements, garbage, and general neglect. There is no vibrant city centre or waterfront district, no cohesive shopping or dining experience, and no signature cultural or entertainment attractions to extend stays. Unlike Bali's Seminyak, Phuket's Old Town, or Da Nang's riverfront promenade, Sabah offers little beyond its natural beauty — and nature alone is no longer enough. Economic Impact - Limited Gains from Tourism Sabah's tourism industry generated around RM 2.23 billion in receipts in the first quarter of 2024. This sounds impressive until we remember that the bulk of this comes from domestic visitors. By comparison, Bali's tourism sector accounts for about 70% of its regional GDP, driven by high-spending international tourists who stay longer and spend more. Sabah, by failing to grow its international market, misses out on this kind of economic uplift and job creation. Sabah's Challenge - Stop Believing Our Own Headlines Sabah's natural assets — its islands, mountains, and forests — are exceptional. But we are being outclassed because we have failed to match them with modern infrastructure, strong connectivity, vibrant cities, and compelling visitor experiences. If we want to change our trajectory, Sabah must: Expand international air links beyond short-haul regional cities.
Invest in urban renewal, especially in Kota Kinabalu's decaying zones.
Create signature festivals, shopping districts, and entertainment hubs that make tourists want to stay.
Develop a clear, distinctive brand that tells the world what makes Sabah unique. The Time for Illusions Is Over Sabah has spent too long hiding behind impressive-sounding numbers that don't tell the full story. The data is clear: we are not competing where it matters most. Unless Sabah addresses its weaknesses head-on — with courage, investment, and vision — we will remain a secondary destination in a region that has left us behind. The views expressed here are the views of the writer and do not necessarily reflect those of the Daily Express. If you have something to share, write to us at: [email protected]