Visitor Arrivals By Nationality 2025: Sabah, Malaysia’s gateway to Borneo, continues to attract tourists from around the world. According to preliminary data from the Sabah Tourism Board, several countries dominate international arrivals. Here’s a look at the Top 10 international nationalities visiting Sabah in 2025.
Sabah – a state of Malaysia located in northern Borneo, in the region of East Malaysia. Sabah has land borders with the Malaysian state of Sarawak to the southwest.
| Rank | Country / Region | Total Visitors 2025 (Jan–Jul) | Total Visitors 2024 (Jan–Dec) |
|---|---|---|---|
| 1 | China | 386,217 | 453,600 |
| 2 | Brunei | 114,465 | 246,532 |
| 3 | South Korea | 103,060 | 192,059 |
| 4 | Indonesia | 81,963 | 115,318 |
| 5 | Singapore | 19,946 | 35,106 |
| 6 | Philippines | 16,188 | 30,201 |
| 7 | Australia & New Zealand | 14,526 | 19,106 |
| 8 | USA | 12,222 | 15,171 |
| 9 | Europe | 54,765 | 79,588 |
| 10 | India | 5,996 | 9,316 |
1. China
- Total visitors (Jan–Jul 2025): 386,217
- Chinese tourists lead international arrivals. Direct flights, easy visa procedures, and Sabah’s natural attractions make it a popular destination for China’s growing middle class.
2. South Korea
- Total visitors (Jan–Jul 2025): 103,060
- South Koreans are Sabah’s second-largest international group. Adventure tourism, jungle trekking, and eco-tourism appeal strongly to this market.
3. Brunei
- Total visitors (Jan–Jul 2025): 114,465
- Proximity and cultural ties make Brunei a major source of visitors. Weekend trips and short holidays are common.
4. Indonesia
- Total visitors (Jan–Jul 2025): 81,963
- Sabah is a favorite destination for Indonesians seeking short overseas trips, thanks to cultural and geographical proximity.
5. Singapore
- Total visitors (Jan–Jul 2025): 19,946
- Singaporeans visit Sabah for leisure, beaches, and nature-based experiences, supported by direct flights and travel packages.
6. Philippines
- Total visitors (Jan–Jul 2025): 16,188
- Philippine tourists are drawn to Sabah’s islands, beaches, and adventure activities, with convenient travel options for short stays.
7. Oceania (Australia & New Zealand combined)
- Total visitors (Jan–Jul 2025): 14,526
- Tourists from Australia and New Zealand enjoy Sabah’s eco-tourism and marine biodiversity, including popular diving spots and islands.
8. USA
- Total visitors (Jan–Jul 2025): 12,222
- American travelers are attracted by wildlife tours, diving experiences, and Sabah’s unique cultural and natural attractions.
9. Europe (Total)
- Total visitors (Jan–Jul 2025): 54,765
- European tourists, particularly from the UK & Ireland, are drawn to Sabah for adventure tourism, eco-lodges, and wildlife experiences.
10. India
- Total visitors (Jan–Jul 2025): 5,996
- Indian visitors are increasingly exploring Sabah’s natural landscapes and cultural experiences, contributing to the growing Asian tourist segment.
Key Insights: Top 10 Nationalities Visiting Sabah 2025 vs 2024
- Asia dominates international arrivals, with China, South Korea, Brunei, and Indonesia leading.
- Emerging markets like the USA, India, Oceania, and Europe show growing interest.
- Sabah’s natural attractions, eco-tourism, and wildlife remain the top draws for visitors.
The data highlights that Asia remains the dominant source of international visitors, with China, Brunei, South Korea, and Indonesia leading the way. Emerging markets like India, the USA, and Oceania are showing strong growth, reflecting Sabah’s global appeal. By continuing to develop eco-tourism, adventure experiences, and cultural attractions, Sabah is well-positioned to maintain its upward trajectory in international tourism for the coming years.
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