South Korean tourists to Sabah surged to over 21,500

Sabah, a Malaysian state on the island of Borneo, is witnessing a surge in the number of South Korean tourists, as arrivals in January 2023 hit 21,541, almost half of the total of 55,152 visitors recorded in 2022.

According to Sabah Tourism Board chairman Datuk Joniston Bangkuai, South Korea is a significant market, and the increase in Korean tourists is primarily due to an increase in scheduled direct flights to Sabah. He added that Kota Kinabalu is well connected through Singapore, the Philippines, Thailand, China, Taipei, and Brunei.

“The Korean market is significant to us as it was the first country the Sabah Tourism Board team visited when the border reopened in April of last year to engage with airlines and travel agents there,” Joniston said during an interview with the media team of Coceuco, a Korean-based company that organised an incentive trip to Sabah for 450 top achievers. Coceuco manufactures and sells multi-functional skincare products under the brand Repove.

Sabah currently has 30 weekly direct flights from Korea, with Kota Kinabalu connecting via Incheon and Busan, compared to only 16 weekly flights between Kota Kinabalu and Incheon the previous year.

“Sabah’s islands, beaches, and golf courses are popular among Korean tourists,” Joniston said, adding that South Korean arrivals in Sabah before the pandemic were substantial, registering 396,700 tourists in 2019 and 337,100 in 2018, making South Korea the second-largest international arrivals after China.

The Sabah government has taken numerous initiatives to promote the state as a preferred destination for Korean visitors. It has created tourism products specifically designed for the Korean market, including golf tourism and health and wellness tourism.

Joniston urged Korean travellers to visit Sabah and experience its natural beauty, hospitality, and culture, saying, “Sabah is looking forward to welcoming more Korean visitors and providing them with the best travel experiences that we have to offer.”

With the surge in arrivals from South Korea, Sabah hopes to attract more tourists from other Asian countries and beyond. Sabah is home to a variety of cultural attractions, eco-tourism sites, and outdoor activities, making it an excellent destination for travellers from all walks of life.