Sabah Revises Tourism Strategy Amid Aviation Challenges, Says Jafry

KOTA KINABALU, May 11 (Bernama) -- Sabah is adopting a more adaptive approach to its tourism outlook as global aviation conditions continue to shift due to geopolitical tensions, rising costs, and changes in airline capacity.

Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said tourism planning for the state would be guided by a flexible framework that allows continuous assessment of global development, particularly those affecting air connectivity and international travel demand.

“We are already seeing these changes impacting airline capacity with route suspensions and reduced frequencies affecting connectivity into Kota Kinabalu.

“We are closely monitoring developments to ensure our tourism planning remains responsive,” he said in a statement today.

The minister said among the affected routes are AirAsia’s temporary suspension of the Singapore-Kota Kinabalu route from May 13 to Nov 30.

He said others affected are the Jakarta-Kota Kinabalu route from April 16 to May 21, and the Ho Chi Minh-Kota Kinabalu route beginning July 1. Batik Air has also suspended its Seoul-Kota Kinabalu route effective April 28, while domestically, AirAsia will temporarily suspend its Sibu-Kota Kinabalu and Bintulu-Kota Kinabalu routes from June 8 to June 30.

Jafry said these developments reflect broader external factors that may influence visitor arrivals and overall connectivity trends.

He said that arrival performance planning is based on scenario-based assessments reflecting different operating environments, including prolonged external disruptions, a stabilising baseline, and potential recovery in airline capacity.

“As of March, arrivals are still on track towards the original target of four million arrivals, but targets may be revised depending on real-time developments in airline connectivity and market conditions.

“This approach is supported by continuous market intelligence, research, and industry engagement led by the Sabah Tourism Board (STB), including coordination with airline partners to strengthen connectivity planning and support decision-making on tourism strategy,” he said.

He also said that based on preliminary statistics, Sabah recorded 932,970 arrivals up to March 2026, comprising 537,317 domestic and 395,653 international visitors.

“The ministry, together with STB, will continue engaging airline partners and industry stakeholders to strengthen connectivity and improve accessibility into Sabah. In the current environment, we must remain adaptive and responsive,” he added.

-- BERNAMA