Sabah records 60 per cent growth in Indian visitor arrivals

Sabah has shown robust growth from the Indian market. Sabah has received 7,249 Indian tourists during the January – September 2024 period posting a significant jump in arrivals from last year’s nearly 6,000 Indian visitors for the whole year. The first three quarter growth over the corresponding period last year is over 60 percent.

With the Indian visitor arrival target set at over 10,000 for 2024, Sabah Tourism Board (STB) is also eyeing an ambitious over 60 per cent growth for the current year that it looks well set to meet. The region’s pre-pandemic 2019 Indian visitor arrivals was also around 6,000 that it recovered last year.

India is projected to grow from 2023’s already strong 27.2 million outbound market size, to a staggering 50 million outbound travel market by 2030. Sabah is keen to corner a greater slice of this market.

To further strengthen its presence in India, STB has partnered with Blink Brand Solutions, in a joint marketing campaign. This collaboration aims to drive targeted campaigns and increase destination awareness. Speaking about the partnership, STB CEO Julinus Jeffery Jimit expressed optimism about the potential of the Indian market. “The growth numbers are very encouraging, but we are only beginning to tap into the enormous potential of the Indian outbound travel segment,” he said.

Furthermore, citing a McKinsey report, Jimit said, “By the end of this decade India will be a $ 143.5 billion outbound travel market and that’s staggering. The same report also says that 70 per cent of Indian outbound travellers choice nearby destinations. Therefore, clearly there is a great opportunity for us. By focussing on the India market, building destination awareness, both in the North and South, we believe that visits from India to Sabah can be enhanced.”

Sabah will also showcase its offerings at OTM 2025 Mumbai, which will be held from January 30 to February 1. Under the banner of the "North Borneo Pavilion," Sabah will be a part of the Tourism Malaysia pavilion, inviting visitors to discover the unique experiences it offers.

Situated in Malaysian Borneo, Sabah, the undiscovered jewel of Malaysia, is an ideal destination for Indian travellers seeking pristine beaches, exotic wildlife, and diverse cultural experiences. Situated on the North of Malaysian Borneo, Sabah offers an idyllic combination of sun, sand, and sea, alongside a wealth of additional attractions. Renowned for its pristine beaches, spectacular marine life, iconic landmarks such as Mount Kinabalu, and rich biodiversity within its rainforests, the destination is a haven for nature lovers, adventure seekers, wildlife explorers, and cultural enthusiasts alike.

Indian travellers and travel trade professionals are encouraged to visit Sabah at the North Borneo Pavilion during OTM 2025 Mumbai to explore what makes this destination truly special.