Sabah sees rise in French tourist arrivals, says state minister

The Star

04-06-2025

Visiting French agents join in the fun as they take part in traditional Sabah dances during a cultural evening on the beach.-Photo courtesy of Sabah Tourism Board
KOTA KINABALU: Sabah is experiencing a steady increase in French tourist arrivals, with 2,116 visitors from France recorded in the first four months of this year, up from 1,669 in the same period last year.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said the growing interest from France reflects Sabah's increasing appeal among European travellers seeking culture, adventure, and nature.
"In 2023, we recorded 5,921 French arrivals, and we want to see this grow as Sabah is finding its place in the hearts of French and European travellers," said Joniston, who is also chairman of the Sabah Tourism Board.
He spoke during a dinner and sunset cruise hosted by the board on Tuesday (June 3) for a delegation of French travel agents who concluded their three-day familiarisation trip to Sabah on Wednesday (June 4).
The group explored Gaya Island's jungle trails, experienced local culture at Mari Mari Cultural Village, and attended cultural performances, which many described as enriching and memorable.
"Sabah is on the right path," said Andreas Gantenbein, Managing Director of AERTiCKET for Belgium, France, and Switzerland.
"This trip gave us a good introduction to what Sabah can offer. We appreciated the hospitality and the effort to share the local culture with us."
Malaysia's Ambassador to France, Datuk Eldeen Husaini, who accompanied the group, said their response reaffirmed Sabah's potential as a prime destination for French tourists.
"Sabah has what it takes to attract more French travellers, and the embassy in Paris will continue to support efforts to promote Sabah, especially in highlighting its rich cultural heritage and natural wonders," he said.
Joniston said safety remains a top priority, particularly for first-time visitors.
"Our security presence, especially on the east coast, is not because it's unsafe, but to ensure it stays safe. This is how we protect our people, our visitors, and the places they come to see," he said.
He also highlighted the Sail Malaysia Borneo event as a unique way for international visitors, including the French, to experience Sabah. Over 30 yachts from more than 15 countries are expected to join the rally between July and September this year.
"Sail Malaysia offers a different perspective of Sabah from the sea and allows participants to explore both coastal and inland destinations," he added.
Also present were Tourism Malaysia Director of the International Promotion Division (AERO) Akbal Setia, Tourism Malaysia Paris Director Zalina Ahmad, and Sabah Tourism Board CEO Julinus Jeffery Jimit.