TOURISM SECTOR

OVERVIEW
Sabah Gross Domestic Product (GDP) in 2009 based on NKEA sectors
(RM 000,000)

Sabahs tourism sector is the 6th highest contributor to Sabahs economy...

659.54

Leveraging on the natural resources, culture and heritage and geographic location, Sabah will grow its number of visitor receipts...
CASE FOR CHANGE

Rich in biodiversity, home to many wildlife conservation areas and parks, including Mount Kinabalu Abundance of tropical rainforest and wildlife e.g. orang utan Pristine beaches and diving sites

DISTRIBUTION OF EPPs

Natural Resources

Target to increase tourism visitor receipts to RM16 Billion in 2020

1
Semporna - Borneos Marine Paradise

490.07

SABAHS COASTLINE IS ONE OF THE MAJOR ATTRACTIONS FOR TOURISTS

267.95 203.69 159.80 131.53

Myriad of ethnic cultures offers diverse experiences More than 32 different indigenous groups Wide range of local handicrafts and souvenirs from Sabah natives e.g. Kadazandusun, Murut, Bajau, Rungus, Lundayeh and Melayu Brunei

Sabahs Strenghts
Culture & Heritage

Coastal Tourism Development

Nature Adventure

Geographical Location & Connectivity

Strategically located in the northeast corner of Borneo Approx. 77.1 million and 139.4 million potential tourists within a 3-hour and 6-hour flight radius respectively 34.5 million international visitor arrivals from Kuala Lumpur, Hong Kong, Singapore and Bangkok

128.73 109.47

7.34 Oil, Gas & Energy Palm Oil Wholesale Financial Retail & Trade Services Agriculture Tourism Business Services CCI

2.35

0.50

Healthcare Education Electrical & Electronics

Tourism data shows tourists mainly spend on leisure & recreational activities (RM 4.1 Billion)...
Total Tourist Receipt 2010 RM4.426 billion
Tourist receipts 2010 (RM million)

...which it does not command high expenditure from the tourists

Current Activities Spending per capita (2010)
Trekking Bird Watching 6611.57

Semporna, Diving Semporna Resort, SUDC Sipadan Mangrove Resort Mt Coner Tourism Hub Alorie Lepa Lepa

Cluster 1 4 (Tuaran to Kota Belud) Sulamanga Resorts Alila Sabah

Sandakan Nature & Wildlife Maliau Basin Imbak Canyon Danum Valley Kalabakan Wellnes Center Kinabalu Park 2nd Hub at Kota Belud
GNI JOBS
INVESTMENT

GNI JOBS
INVESTMENT

RM565 million 2,269 RM1.81 billion

GNI JOBS
INVESTMENT

RM1.75 billion 8,644 RM13.1 billion

RM1.02 billion 4,978 RM1.09 billion

...which is supported by the consistent visitor arrivals and receipts that has spurred job opportunities and economic growth
The Number of Visitor Arrivals...
000 tourists

Golf MICE Dive Leisure & Recreation

13.9 96.8 192.5 4,112 0 500 1000 1500 2000 2500 3000 3500 4000 4500

Wildlife Viewing

Diving

4508.94 Cluster 3 Cluster 4 Kinabalu Park

Abseiling

MICE Leisure / Nature Adventure Others

2040.13 Danum Valley

...and Proportional Number of Receipts...

Million mt

Camping

1849.25

987

701

562

795

4620

Hiking

275.9

4430 4060

Cluster 2

Source : Sabah Tourism Board Board - BOD 26 May 2011

1490

1599

1683

1708

3880

Thus, the focus for tourism will be on increasing the yield per visitor
2010
$$$ High

2
Cluster 1

Semporna Resort

2007

2008

2009

2010

2007

2008

2009

Category of Traveller

Characteristics

...has Increased the Workforce in Hotels and F&B...

000 people

...and Sabahs Tourism GDP

RM billion

High Yield Traveller

They prefer niche attractions, avoiding the mass tourist areas Tend to spend longer time in one area to experience various attractions They go via mass tour operators & less through websites, etc Often they through a pre-planned travel schedules and itinerary Medium spending power, often the bulk of the travel expenses are paid directly to the tour operators The come in small groups, often with friends, rather than families They focus on value for money attractions and free-and-easy attractions Medium spending power

Big spender, willing to spend Privacy & exclusiveness Generally senior corporate leaders, businessmen, etc Medium length stay Less free-and-easy Often families, groups of friends

3 1
Maliau Basin Imbak Canyon
Kalabakan Wellness Center

Mt. Coner Tourism Hub

Value Chain

100 80 60 40 20 0 62 80.3

3800 3600 3400 3200 3000 2800

$

6.29% 3360 3160

3570

$$

Group Travellers

Sandakan

Free Independent Traveller (FIT)

2008 2009

Focused on 1-2 key activities of interest (like diving, eco adventure / sports) Short-medium length stay

Sipadan Mangrove Resort

2007

2008

2007