Sabah, Kota Kinabalu, Sandakan and Tawau are drawing stronger tourism interest in 2026 as visitor arrivals continue to rise and travel operators expand their offers across Malaysia’s Borneo state. Official Sabah Tourism Board statistics show 1.38 million gross visitor arrivals in the first four months of 2026, up 17.2% from the same period in 2025, with both domestic and international travel contributing to the increase.
Sabah Tourism Gains Momentum
Sabah’s tourism market is being supported by both Malaysian travellers and visitors from overseas. Between January and April 2026, the state recorded 833,476 Malaysian visitors and 547,354 international arrivals, according to preliminary figures from the Sabah Tourism Board.
International markets included China, South Korea, Brunei, Singapore, the Philippines, Japan, India, the United Kingdom and Australia. China recorded 292,396 arrivals during the period, representing a 49.8% increase compared with the corresponding 2025 period.
The figures provide a snapshot of the state’s tourism performance as Sabah continues promoting its attractions across domestic and international markets.
Kota Kinabalu Remains the Main Gateway
Kota Kinabalu provides the main starting point for many Sabah holidays, connecting visitors with beaches, islands, cultural attractions, restaurants and accommodation across the state.
The city also acts as a gateway to Mount Kinabalu and the surrounding highlands. Travellers can combine a stay in Kota Kinabalu with trips to Kundasang, Kinabalu Park and other nature destinations.
For visitors planning longer holidays, domestic flights and road connections allow Kota Kinabalu to be combined with Sandakan, Tawau and other parts of Sabah.
Nature Remains Central to Sabah Travel
Sabah’s tourism offer is strongly connected with nature. Mount Kinabalu, one of the state’s best-known attractions, draws visitors for mountain experiences, hiking and the surrounding biodiversity.
Kinabalu Park provides access to forest landscapes, hiking routes and plant and wildlife experiences, while the east coast offers another side of Sabah through marine and wildlife tourism.
Sandakan serves as a gateway to attractions including Sepilok, where travellers can experience wildlife-focused tourism, while the Kinabatangan River provides opportunities for river-based excursions and wildlife observation.
Tawau and the surrounding region offer access to protected landscapes and marine destinations, giving travellers additional options beyond the state’s main tourism centres.
MATTA Fair Promotes Sabah Holidays
Tourism operators from Sabah are using major travel fairs to promote holiday packages and encourage bookings. At the 2026 MATTA Fair Kuala Lumpur April edition, Sabah-based sellers generated RM5.098 million in sales across the three-day event.
The participating operators promoted packages covering culture, adventure and nature tourism. Sabah Tourism Board also encouraged travel agents to incorporate community-based tourism experiences into their itineraries.
The September MATTA Fair is another important platform for the Malaysian travel industry. The Malaysian Association of Tour and Travel Agents expected between 150,000 and 180,000 visitors at the 59th edition, reflecting continued demand for domestic and international travel products.
New Packages Expand the Visitor Map
Sabah tourism operators have been developing packages covering different parts of the state. Earlier MATTA Fair activity highlighted family holidays, Kudat packages and Tawau packages, giving travellers more options to explore destinations beyond Kota Kinabalu.
Kudat offers a northern Sabah itinerary focused on coastal scenery, beaches and local communities. Tawau provides access to the state’s southeastern tourism region, including nature attractions and routes towards Semporna and its surrounding islands.
For travellers, these packages make it easier to combine different landscapes and experiences during one visit rather than concentrating an entire holiday in one city.
Cultural Tourism Adds Another Layer
Sabah’s tourism calendar also includes events designed to showcase the state’s diverse communities and traditions. Sabah Fest 2026 runs from 29 August to 29 September across Kota Kinabalu, Kuala Lumpur, Kudat, Tawau and Sandakan. The event highlights arts, traditions and stories associated with Sabah’s ethnic communities.
Other events scheduled in September include Pesta Kelapa in Penampang from 24 to 27 September, adding a local cultural event to the state’s visitor calendar.
These events provide travellers with opportunities to combine sightseeing with cultural experiences during their stay.
International Markets Continue to Grow
Sabah’s 2026 visitor data shows growth across several international markets. Japan recorded 6,754 arrivals between January and April, up 30.3% year on year, while France reached 2,681, an increase of 26.7%. India recorded 3,802 arrivals, up 27.6%, while Australia contributed 7,577 arrivals, a 6.7% increase.
European visitor numbers also increased overall, with the region contributing 32,832 arrivals during the first four months, up 13.5% from the corresponding 2025 period.
The figures indicate that Sabah’s tourism market is drawing visitors from a wide range of destinations while continuing to rely heavily on domestic travel.
More Reasons to Explore Sabah
Sabah’s expanding tourism programme gives travellers several ways to structure a holiday. A short break can focus on Kota Kinabalu, beaches and nearby islands, while longer itineraries can combine Mount Kinabalu, wildlife experiences, cultural attractions and the east coast.
Travellers can also build specialised trips around diving, hiking, birdwatching, photography, food or community-based tourism.
With visitor arrivals rising, travel operators expanding packages and cultural events adding new reasons to visit, Sabah is broadening its tourism offer across Borneo. From Kota Kinabalu and Mount Kinabalu to Sandakan, Tawau and Kudat, the state is giving visitors more routes into its landscapes, wildlife and cultural experiences while strengthening its position within Malaysia’s wider tourism network.
