Home to one of South East Asia’s highest peak, Mount Kinabalu, Malaysia’s Sabah region is keen to accelerate its India growth story.
With the latest arrival figures now available, Sabah has demonstrated robust growth in the Indian market. The region welcomed 7,249 Indian tourists during the January–September 2024 period, marking a significant increase compared to last year’s total of nearly 6,000 Indian visitors for the entire year. The growth for the first three quarters, compared to the corresponding period last year, exceeds 60 per cent.
With the Indian visitor arrival target set at over 10,000 for 2024, the Sabah Tourism Board (STB) is aiming for an ambitious growth of over 60 per cent for the current year, a goal it appears well on track to achieve. The region’s pre-pandemic Indian visitor arrivals in 2019 were also around 6,000, a number it successfully 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 US$ 143.5 billion outbound travel market and that’s staggering. The same report also says that 70 percent of Indian outbound travellers chose nearby destinations. Therefore, clearly, there is a great opportunity for us. By focusing on the India market, and 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 30 January to 1 February. 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.
