Sabah, known for its pristine beaches, exotic wildlife, and iconic Mount Kinabalu, has recorded a remarkable over 60% growth in Indian visitor arrivals during January–September 2024, welcoming 7,249 tourists compared to nearly 6,000 for the whole of 2023. This robust performance positions Sabah well to achieve its 2024 target of over 10,000 Indian visitors.
India’s outbound travel market, projected to grow from 27.2 million in 2023 to 50 million by 2030, presents significant opportunities for Sabah Tourism Board (STB). To capture a larger share of this market, STB has partnered with Blink Brand Solutions for a joint marketing campaign aimed at increasing destination awareness among Indian travellers.
STB CEO Julinus Jeffery Jimit expressed optimism about India’s potential, citing McKinsey projections of India becoming a US$143.5 billion outbound travel market by 2030, with 70% of travellers choosing nearby destinations. “By focusing on both North and South India, we can further enhance Indian arrivals to Sabah,” Jimit said.
To showcase its offerings, Sabah will participate in OTM 2025 Mumbai from January 30 to February 1 under the “North Borneo Pavilion” banner as part of the Tourism Malaysia pavilion. Travel trade professionals and Indian travellers are invited to explore Sabah’s unique attractions, including diverse marine life, rainforest biodiversity, and rich cultural experiences.
Sabah’s efforts underscore its ambition to establish itself as a premier destination for Indian travellers in Southeast Asia, tapping into the growing demand for nature, adventure, and cultural tourism.
