WITH DIGITAL & TRADE PROMOTION, SABAH EYES 14,000 INDIAN TOURISTS

Sabah, a Malaysian province, is steadily gaining traction among Indian travellers, with a strong focus on adventure, wildlife, and nature-based tourism. With visitor numbers growing from 10,000 to a projected 14,000 in 2025, the region is actively enhancing its outreach in India. Julinus Jeffery Jimit, CEO, Sabah Tourism, tells India Outbound that Sabah is strengthening digital marketing, influencer collaborations and trade partnerships to boost Indian arrivals.

- Ranvir Nayar

Julinus Jeffery Jimit

Q What are the USPs of Sabah?

Sabah boasts a unique distinction of having a “triple crown,” meaning it is one of only three locations in the world with three UNESCO World Heritage Sites. The other two are Jeju Island in Korea and Sinonjia in China. The three UNESCO sites in Sabah are Mount Kinabalu, the Global Geopark, and the Crocodile Range Biodiversity.

How has the response been to your latest visit to India?

It is tremendous, as compared to last year because more and more groups are coming to Sabah and in 2024, we recorded a growth of 58 pc compared to 2023. We have had some groups from India who visit Kota Kinabalu for birding and these provide a lot of visibility for Sabah among travellers from India. The challenge is the absence of a direct flight and we are trying our best to talk to IndiGo and Air India. Hopefully we can see a light at the end of the tunnel by this year.

What is your target for this year, with and without the flight?

Our target for this year is 14,000. Last year it was about 10,000 and we hit about 9,000 and I think we believe that 14,000 can be achieved this year.