Datuk Jafry Ariffin

Sabah’s tourism industry has made a significant contribution of RM13.7 billion to the state’s economy in 2024. This amount represents 12 percent of the state’s Gross Domestic Product (GDP) and has created employment for 387,600 individuals.

During his winding-up speech for the ministry at the State Assembly sitting, Tourism, Culture and Environment Minister Datuk Jafry Ariffin shared this positive news.

Growth in the Tourism Sector

Minister Jafry noted that the Sabah tourism industry experienced a growth of 4.2 percent in 2024, which is slightly lower than the 4.5 percent growth recorded in 2023. The direct tourism GDP contributed RM5.2 billion to the state’s economy.

This positive trend is supported by key subsectors, including retail trade, which grew by 3.2 percent; accommodation and food & beverage services, up 3.5 percent; travel agencies and booking services, rising by 5.9 percent; and passenger transport and fuel retail, which saw a growth of 9 percent.

Employment and Strategic Partnerships

Jafry highlighted that retail trade remains the largest contributor to tourism, accounting for 47.3 percent of the sector. Accommodation and food & beverage services contributed 29.7 percent, while travel agencies, cultural, sports, and recreation services, along with other tourism-related services made up 13.5 percent. Passenger transport and vehicle fuel sales accounted for 9.5 percent.

Tourism employment in Sabah constitutes 22.6 percent of the total workforce in the state, with retail trade and accommodation & food services being the primary contributors, making up 86.1 percent of tourism employment.

Future Plans and Safety Measures

Looking towards the future, the minister mentioned the preparations for the Visit Sabah Year 2027, with plans to launch the branding “Explore Sabah – Naturally Inspiring, Beyond Ordinary” in the first quarter of 2026.

He also emphasized the ministry’s dedication to ensuring visitor safety, with the establishment of a Tourist Safety Monitoring Unit and a 24-hour Crisis Management Team to provide immediate assistance to tourists in emergencies.

“The safety and wellbeing of visitors, especially foreign tourists, remain a top priority for the state government,” Jafry stated.

Sustainable Development Initiatives

The minister underscored the importance of sustainable tourism development under the 13th Malaysia Plan (RMKe-13). This includes new initiatives such as the redevelopment of the Sabah State Museum, the Kota Kinabalu Performing Arts Centre, and the Arte Museum (Digital Museum).

In 2026, Taman-Taman Sabah is set to open a new hostel facility at KM4, Layang-Layang, Mount Kinabalu, which will provide a comfortable base for climbers. Conservation efforts will continue with proposals to gazette new protected areas to preserve Sabah’s natural and cultural heritage.

Jafry concluded by affirming the state government’s full commitment to nurturing tourism, culture, and the environment, ensuring that Sabah’s natural beauty and cultural diversity contribute to sustainable economic growth.

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