Sabah to use data and technology for targeted tourism strategies

SABAH is turning to data and technology to further enhance its drive on tourism, with plans to craft tailored products that cater to evolving market demands, Tourism, Culture and Environment Minister Datuk Seri Christina Liew said.

Liew stressed the importance of leveraging insights from the Sabah Regional Tourism Satellite Account (RTSA) and the newly launched Tourism Analytics Dashboard Portal to make decisions and enhance visitor experiences.

“Harnessing data and technology, particularly through the RTSA, provides valuable insights for decision-making. 

“Combining this with advancements in digital marketing and smart tourism will place Sabah at the forefront of the industry,” she said during the launch of the Tourism Insights Day in Kota Kinabalu.

Liew noted the Tourism Analytics Dashboard, developed with the Sabah Tourism Board (STB), offers a centralised platform to collect and analyse data, from visitor demographics to spending habits and travel preferences.

“This data helps us target, plan, and implement projects that meet market needs.”  

She added that new projects and products are being identified, to refresh offerings annually to stay competitive.

Sabah’s reliance on data comes amid a tourism rebound after the Covid-19 pandemic. From January to November 2024, the state saw over 2.8 million visitors—a 22.7% jump from 2023, regaining 76% of pre-pandemic levels. 

While domestic arrivals rose 7.1%, international visitors surged 57.1%, with the Chinese market leading the way with an eye-catching 566.7% growth.

Tourism remains a cornerstone of Sabah’s economy, contributing RM13.1 billion, or 11.7% of the state’s GDP, in 2023. 

Employment in the sector also exceeded 362,700 people as Liew emphasised the critical role of tourism as an economic driver.

Liew said efforts are ongoing to develop new attractions, citing her recent visit to Ranau’s Sabah Parks as part of an initiative to diversify experiences. 

“We target, we plan, and we implement projects to ensure continuous improvement,” she said.

Liew also cited the strengthened air connectivity, including new routes linking Sabah to 20 international destinations at present, and strategic collaborations with industry stakeholders. - January 23, 2025