Sabah is turning to advanced data tools to reshape its tourism sector, with an eye on tailoring experiences to match visitor preferences and market trends.
Tourism, Culture and Environment Minister Datuk Seri Christina Liew said the state’s newly launched Tourism Analytics Dashboard Portal will help create targeted tourism products and guide decision-making for the industry.
Developed in collaboration with the Sabah Tourism Board (STB), the dashboard collects and analyzes data on visitor demographics, spending patterns, and travel behaviors.
The aim, Liew said, is to use this information to design more effective marketing strategies and refresh Sabah’s tourism offerings.
She was met at the Tourism Insights Day in Kota Kinabalu on Tuesday.
““Harnessing data and technology, particularly through the Sabah Regional Tourism Satellite Account, provides valuable insights for decision-making,” she said.
“Leveraging such data, combined with advancements in digital marketing and smart tourism, will position Sabah at the forefront of the tourism industry… The data will be pivotal in shaping our policy decisions, enhancing our tourism strategies, and driving targeted marketing efforts.”
The initiative comes as Sabah’s tourism industry rebounds from the pandemic. From January to November 2024, the state welcomed over 2.8 million visitors—a 22.7% increase compared with the same period in 2023, recovering to 76% of pre-pandemic levels.
International arrivals surged 57.1%, driven by a remarkable 566.7% growth in visitors from China, thanks to renewed air connectivity and targeted promotions.
Domestic arrivals rose 7.1%, but challenges remain in markets such as South Korea, Singapore, and Australia, where demand has softened.
Tourism contributed RM13.1 billion to Sabah’s GDP in 2023, accounting for 11.7% of the state’s economy.
The sector supported more than 362,700 jobs, with retail and accommodation services making up nearly 74% of tourism’s economic impact.
Liew emphasized that continuous improvement is key to maintaining the state’s competitiveness.
“We work with the target—where we are from and how we are going to manage it with the target information,” she said.
Liew also pointed to her recent visit to Ranau’s Sabah Parks as part of efforts to explore new attractions and diversify tourism experiences.
With expanded air connectivity—now linking Sabah to 20 international destinations via 164 weekly flights—the state is well-positioned to attract global travelers while ensuring its tourism strategies are sustainable and forward-looking, she said. – January 23, 2025.
