International Visitor Arrivals in Sabah
Key Trends and Insights (2002–2025)
Executive summary
International arrivals to Sabah reached 1,498,709 in 2025, the highest figure since the pandemic and an 18.5% increase over 2024. This marks the first time international numbers have surpassed the pre-pandemic record of 1,469,475 set in 2019, representing a full recovery at the aggregate level.
Much of the recovery has been led by China, which contributed 657,528 visitors in 2025 — nearly 44% of all international arrivals. Meanwhile, South Korea, previously Sabah's second-largest international market, has not returned to pre-pandemic levels and declined a further 8.2% in 2025. European arrivals are growing well but from a smaller base.
This report covers the full record of international arrivals from 2002 to 2025, looks at how source markets have shifted, and notes the risks and opportunities that follow from these changes.
Key figures at a glance
- 2025 international arrivals: 1,498,709 (39.5% of all visitors)
- Year-on-year growth (2025 vs 2024): +18.5%
- Pre-pandemic record (2019): 1,469,475 — now surpassed by 2.0%
- Pandemic low (2021): 7,286 — a 99.5% collapse from 2019
- Top 3 markets (2025): China (43.9%), Brunei (15.2%), South Korea (11.8%)
- China growth 2025 vs 2024: +45.0% (657,528 vs 453,600)
- South Korea decline 2025 vs 2024: −8.2% (176,322 vs 192,059)
1. Long-term trend: 2002 to 2025
The table below shows annual international arrivals alongside domestic visitors and the international share of total arrivals. Data covers 2002 to 2025 with a complete year-by-year series.
| Year | International | Malaysian | Grand Total | Intl % | YoY Growth |
|---|---|---|---|---|---|
| 2002 | 528,264 | 579,092 | 1,107,356 | 47.7% | — |
| 2003 | 569,712 | 681,742 | 1,251,454 | 45.5% | 7.8% |
| 2004 | 792,308 | 980,963 | 1,773,271 | 44.7% | 39.1% |
| 2005 | 761,094 | 1,067,677 | 1,828,771 | 41.6% | -3.9% |
| 2006 | 750,923 | 1,340,735 | 2,091,658 | 35.9% | -1.3% |
| 2007 | 987,660 | 1,490,783 | 2,478,443 | 39.9% | 31.5% |
| 2008 | 701,198 | 1,599,230 | 2,300,428 | 30.5% | -29.0% |
| 2009 | 562,144 | 1,683,924 | 2,246,068 | 25.0% | -19.8% |
| 2010 | 795,953 | 1,708,716 | 2,504,669 | 31.8% | 41.6% |
| 2011 | 845,910 | 1,998,687 | 2,844,597 | 29.7% | 6.3% |
| 2012 | 941,765 | 1,933,996 | 2,875,761 | 32.7% | 11.3% |
| 2013 | 1,089,320 | 2,293,923 | 3,383,243 | 32.2% | 15.7% |
| 2014 | 996,522 | 2,234,123 | 3,230,645 | 30.8% | -8.5% |
| 2015 | 978,426 | 2,197,800 | 3,176,226 | 30.8% | -1.8% |
| 2016 | 1,128,776 | 2,299,132 | 3,427,908 | 32.9% | 15.4% |
| 2017 | 1,240,668 | 2,449,556 | 3,690,224 | 33.6% | 9.9% |
| 2018 | 1,361,567 | 2,517,846 | 3,879,413 | 35.1% | 9.7% |
| 2019 | 1,469,475 | 2,726,428 | 4,195,903 | 35.0% | 7.9% |
| 2020 | 180,284 | 797,176 | 977,460 | 18.4% | -87.7% |
| 2021 | 7,286 | 363,901 | 371,187 | 2.0% | -96.0% |
| 2022 | 280,101 | 1,447,639 | 1,727,740 | 16.2% | 3744.4% |
| 2023 | 858,475 | 1,754,797 | 2,613,272 | 32.9% | 206.5% |
| 2024 | 1,264,548 | 1,882,932 | 3,147,480 | 40.2% | 47.3% |
| 2025 | 1,498,709 | 2,295,000 | 3,793,709 | 39.5% | 18.5% |
Source: Sabah Tourism Board / Immigration Department, Sabah / MASB. All figures preliminary.
2. Growth phases
Phase 1: Initial growth (2002 to 2007)
International arrivals nearly doubled from 528,264 in 2002 to 987,660 in 2007. Growth was broad-based, with increases across ASEAN neighbours, Northeast Asian markets, and Europe. The expansion of low-cost carriers into Kota Kinabalu opened up new source markets, and growing Chinese and South Korean middle-class travel contributed to Northeast Asian growth. Indonesia was the largest single market in this period, likely reflecting cross-border movement and family ties.
Phase 2: Volatility and recovery (2008 to 2013)
The global financial crisis hit international arrivals hard. Numbers fell 29.0% in 2008 (to 701,198) and another 19.8% in 2009 (to 562,144), the lowest point since 2002. Recovery was gradual: 795,953 in 2010, 845,910 in 2011, and 941,765 in 2012. By 2013, international arrivals reached 1,089,320, finally surpassing the 2007 peak. China was becoming the main growth market in this period, rising from 87,175 arrivals in 2008 to 360,361 in 2013.
Phase 3: Setbacks and market shifts (2014 to 2016)
International arrivals dipped to 996,522 in 2014 and 978,426 in 2015 before recovering to 1,128,776 in 2016. Several factors may have weighed on performance: the Malaysia Airlines incidents of 2014 (MH370 and MH17) affected Malaysia's visibility as a travel destination, the Mount Kinabalu earthquake in June 2015 disrupted adventure tourism, and the ringgit depreciation had mixed effects (cheaper for visitors but possibly signalling economic uncertainty). Indonesia fell as a source market while China and South Korea grew, pointing to a shift toward Northeast Asian visitors.
Phase 4: The China-Korea boom (2017 to 2019)
International arrivals climbed from 1,240,668 in 2017 to 1,361,567 in 2018 and peaked at 1,469,475 in 2019. The notable feature of this period was the heavy concentration in two Northeast Asian markets: China (598,566 or 40.7% of all international arrivals in 2019) and South Korea (396,660 or 27.0%). Together they made up nearly 68% of international visitors. South Korea had already grown sharply in 2017, reaching 310,802 arrivals (up 57.0% from 2016). Direct flights from Chinese and Korean cities, visa facilitation, and active tour group marketing appear to have driven the increase. European and Oceanian arrivals were relatively flat.
Phase 5: Pandemic collapse (2020 to 2021)
International arrivals fell 87.7% in 2020 to 180,284, with nearly all arrivals concentrated in January and February before borders closed. The first three months accounted for 175,748 of the year's total. In 2021, international arrivals collapsed to just 7,286 — a 99.5% decline from 2019 and the lowest figure in the dataset by a wide margin. This was more severe than the domestic collapse, reflecting total international border closures while some domestic movement remained possible.
Phase 6: Uneven recovery (2022 to 2025)
Recovery has been fairly rapid but different in shape from the pre-pandemic period. International arrivals climbed from 280,101 in 2022 to 858,475 in 2023, 1,264,548 in 2024, and 1,498,709 in 2025. The 2025 figure surpasses 2019 by 2.0%. However, the market mix has shifted: China's share has risen from 40.7% (2019) to 43.9% (2025), while South Korea has dropped from 27.0% to 11.8%. Southeast Asian neighbours, particularly Brunei and Indonesia, have gained share. European arrivals have also recovered well.
3. Top source markets (2025)
The table below ranks the 10 largest international source markets for 2025, with comparison to 2024 and 2019.
| Market | 2025 | 2024 | 2019 | Share % | 25 vs 24 | 25 vs 19 |
|---|---|---|---|---|---|---|
| China | 657,528 | 453,600 | 598,566 | 43.9% | 45.0% | 9.9% |
| Brunei | 227,076 | 246,532 | 78,605 | 15.2% | -7.9% | 188.9% |
| South Korea | 176,322 | 192,059 | 396,660 | 11.8% | -8.2% | -55.5% |
| Indonesia | 134,204 | 115,318 | 115,879 | 9% | 16.4% | 15.8% |
| Singapore | 38,638 | 35,106 | 34,435 | 2.6% | 10.1% | 12.2% |
| Taiwan | 34,342 | 28,725 | 45,550 | 2.3% | 19.6% | -24.6% |
| UK & Ireland | 34,704 | 27,422 | 29,575 | 2.3% | 26.6% | 17.3% |
| Philippines | 30,011 | 30,201 | 35,284 | 2% | -0.6% | -14.9% |
| Australia | 22,571 | 16,671 | 19,354 | 1.5% | 35.4% | 16.6% |
| Japan | 16,980 | 12,510 | 24,435 | 1.1% | 35.7% | -30.5% |
China: dominant and growing
China contributed 657,528 arrivals in 2025, a 45.0% increase over 2024 and 9.9% above its 2019 figure. China's recovery was delayed by its extended zero-COVID policies (only 78,690 arrivals in 2023) but has since picked up strongly. The 2025 figure is the highest on record from China. With nearly 44% of international arrivals coming from a single market, any significant change in Chinese outbound travel patterns would have a noticeable effect on Sabah's numbers.
South Korea: still well below 2019
South Korea was Sabah's second-largest international market before the pandemic, with 396,660 arrivals in 2019. In 2025, 176,322 Korean visitors arrived — a 55.5% shortfall from 2019 and an 8.2% decline from 2024. The continuing fall suggests this may be more than a delayed recovery. Possible factors include increased competition from other Southeast Asian destinations, shifts in Korean travel preferences, and reduced direct flight capacity. The gap between the 2019 figure and 2025 amounts to over 220,000 visitors per year.
Brunei: the resilient neighbour
Brunei arrivals reached 227,076 in 2025, making it the second-largest source market. While this represents a 7.9% decline from 2024, Brunei's numbers have been structurally higher in the post-pandemic era than before it (only 78,605 in 2019). The growth is driven by land and sea border crossings, particularly during school holidays and the Hari Raya period. Brunei's close proximity and cultural ties make it a stable market.
Europe: strong recovery, small base
European arrivals totalled 97,359 in 2025, a 22.3% increase over 2024 and 40.7% above 2019 levels. Growth was led by the UK and Ireland (34,704), Spain (6,753), Italy (7,729), and the Netherlands (6,465). Several newly tracked markets (Spain, Hungary, Turkey) contributed to the increase. European visitors are generally understood to stay longer and spend more per trip than regional visitors, though the arrivals data alone does not confirm this.
4. Regional composition shift
The table below compares regional shares of international arrivals across four key years.
| Region | 2019 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Southeast Asia | 270,224 (18.4%) | 429,744 (50.1%) | 433,562 (34.3%) | 437,282 (29.2%) |
| Northeast Asia | 1,065,211 (72.5%) | 310,177 (36.1%) | 686,894 (54.3%) | 885,172 (59.1%) |
| Oceania | 22,046 (1.5%) | 20,442 (2.4%) | 19,106 (1.5%) | 25,629 (1.7%) |
| Europe | 69,182 (4.7%) | 62,479 (7.3%) | 79,588 (6.3%) | 97,359 (6.5%) |
| North America | 22,383 (1.5%) | 17,557 (2.0%) | 20,749 (1.6%) | 25,392 (1.7%) |
| Others | 20,429 (1.4%) | 18,076 (2.1%) | 24,649 (1.9%) | 27,875 (1.9%) |
The main shift is in Northeast Asia's internal composition. In 2019, Northeast Asia accounted for 72.5% of all international arrivals, split roughly 57% China and 37% South Korea. By 2025, the regional share dropped to 59.1%, but China now makes up 74% of the Northeast Asian total while South Korea has fallen to 20%. The region's arrivals are now more heavily weighted toward a single market than before the pandemic.
Southeast Asia's share rose from 18.4% in 2019 to 29.2% in 2025, driven by Brunei and Indonesia. Europe increased its share from 4.7% to 6.5%. These shifts suggest a more diversified visitor base is emerging, though the transition is still in its early stages.
5. Seasonal patterns
The table below compares monthly international arrivals in 2019, 2024, and 2025.
| Month | 2019 | 2024 | 2025 | 25 vs 24 | 25 vs 19 |
|---|---|---|---|---|---|
| Jan | 127,205 | 108,216 | 135,944 | 25.6% | 6.9% |
| Feb | 122,992 | 123,021 | 116,004 | -5.7% | -5.7% |
| Mar | 121,114 | 89,947 | 114,779 | 27.6% | -5.2% |
| Apr | 112,899 | 75,400 | 94,884 | 25.8% | -16.0% |
| May | 105,640 | 81,742 | 97,539 | 19.3% | -7.7% |
| Jun | 118,097 | 99,617 | 135,796 | 36.3% | 15.0% |
| Jul | 145,345 | 128,440 | 159,702 | 24.3% | 9.9% |
| Aug | 142,993 | 160,848 | 175,216 | 8.9% | 22.5% |
| Sep | 126,508 | 124,398 | 132,595 | 6.6% | 4.8% |
| Oct | 102,207 | 78,318 | 98,815 | 26.2% | -3.3% |
| Nov | 97,969 | 72,321 | 78,655 | 8.8% | -19.7% |
| Dec | 146,506 | 122,280 | 158,780 | 29.8% | 8.4% |
| Total | 1,469,475 | 1,264,548 | 1,498,709 | 18.5% | 2.0% |
International arrivals peak in July and August, driven by the Northern Hemisphere summer holiday period. August 2025 recorded 175,216 international visitors, the highest single month in the dataset. December is the second peak, boosted by year-end holiday travel and Chinese New Year preparations. The weakest months are April, May, October, and November, when neither major holiday season is active.
Comparing 2025 against 2019 month by month, every month except February (−5.7%) showed positive growth. The strongest gains were in January (+6.9%), June (+15.0%), July (+9.9%), August (+22.5%), and December (+8.4%). The improvement was spread across most months rather than concentrated in a single season.
6. Structural observations
Market concentration: China's growing share
At 43.9% of international arrivals in 2025, China's share is higher than at any point before the pandemic. When Chinese outbound travel was restricted during zero-COVID (2020–2022), Sabah's international numbers fell further than those of destinations with a broader spread of source markets. The data suggests that broadening the source market mix, while maintaining Chinese arrivals in absolute terms, would reduce exposure to any single market's fluctuations.
South Korea's continued decline
South Korea's decline from 396,660 (2019) to 176,322 (2025) amounts to a loss of over 220,000 annual visitors. Korean arrivals also fell from 2024 to 2025, which suggests the decline is not simply a delayed pandemic recovery. Possible contributing factors include increased competition from other Southeast Asian destinations, changes in Korean travel preferences, and reduced direct flight capacity. It may be worth looking more closely at what drew Korean travellers to Sabah in 2017–2019 and what has changed since.
The ASEAN opportunity
Southeast Asian arrivals have grown from 270,224 in 2019 to 437,282 in 2025, a 61.8% increase. Brunei and Indonesia are the main contributors. Much of this growth appears to be driven by proximity, affordability, and family or business ties. Singapore arrivals have also increased modestly. Further growth from ASEAN markets could follow from expanded ferry services to Brunei and improved land border infrastructure with Kalimantan.
Long-haul markets: high value, slow growth
European (97,359) and North American (25,392) arrivals together make up 8.2% of international visitors. These markets are generally associated with longer stays and higher per-trip spending, though the arrivals data does not include expenditure figures. Growth rates were healthy in 2025 (Europe +22.3%, North America +22.4% over 2024). Their volumes are unlikely to match Northeast Asian markets, but they add diversity to the visitor base.
Emerging markets: Middle East and Central Asia
Middle Eastern arrivals grew 172.8% in 2025 to 4,815, from a small base of 1,765 in 2024. Uzbekistan showed a 227.2% increase. These are small numbers in absolute terms, but they indicate growing interest. Sabah's halal-friendly tourism infrastructure may be a factor in these markets.
7. Outlook and risks
International arrivals have now surpassed the 2019 record, and continued growth toward 1.6 to 1.7 million in 2026 is achievable if current trends hold. China's ongoing recovery and new European market development both support this outlook.
The main risks include a heavy reliance on China as a single source market; the possibility that South Korean numbers continue to fall; competition from regional destinations that are investing in tourism infrastructure (Vietnam, the Philippines, Thailand); airline capacity constraints on key routes; and broader economic uncertainty affecting long-haul travel.
Areas worth watching include the concentration of arrivals from China, the reasons behind South Korea's continuing decline, growth potential in Middle Eastern and Indian markets, the momentum in European arrivals, and whether airport and airline capacity can keep pace with demand.
8. Data notes
All data is sourced from the Research Division, Sabah Tourism Board, based on records from the Immigration Department of Sabah and Malaysia Airports Sabah Berhad (MASB). All annual figures are marked as preliminary ℗. The dataset covers every year from 2002 to 2025 inclusive. Some nationality breakdowns (Spain, Hungary, Turkey, Uzbekistan, and detailed Middle Eastern countries) were only introduced from mid-2024 onwards; comparisons for these markets are limited.