• Rich in biodiversity, home to many wildlife conservation areas and parks, including Mount Kinabalu DISTRIBUTION OF EPPs Leveraging on the natural • Abundance of tropical rainforest and wildlife e.g. orang utan TOURISM SECTOR • Pristine beaches and diving sites resources, culture and heritage Target to increase tourism visitor receipts to

and geographic location, Natural RM16 Billion in 2020 OVERVIEW Sabah Gross Domestic Product (GDP) in 2009 based on NKEA sectors Resources

(RM ‘000,000) will grow its number of visitor - Borneo’s Coastal Tourism Nature Adventure Sabah’s tourism 1 Marine Paradise 2 Development 3 659.54 Sabah’s receipts... • Myriad of ethnic cultures offers Strenghts • Strategically located in the northeast diverse experiences corner of Borneo Culture & Geographical sector is the • More than 32 different indigenous Heritage Location & • Approx. 77.1 million and 139.4 million SABAH’S COASTLINE groups Connectivity potential tourists within a 3-hour and 490.07 • Wide range of local handicrafts and 6-hour flight radius respectively IS ONE OF THE souvenirs from Sabah natives e.g. • 34.5 million international visitor 6th highest Kadazandusun, Murut, Bajau, Rungus, arrivals from Kuala Lumpur, Hong MAJOR ATTRACTIONS Lundayeh and Melayu Brunei Kong, Singapore and Bangkok contributor FOR TOURISTS • Semporna, Diving • Cluster 1 – 4 ( to • Nature & Wildlife 267.95 CASE FOR CHANGE to Sabah’s • Semporna Resort, SUDC ) • Maliau Basin 203.69 • Sipadan Mangrove Resort • Sulamanga Resorts • Imbak Canyon 159.80 • Alila Sabah 131.53 • Mt Coner Tourism Hub • Danum Valley 128.73 Tourism data shows tourists mainly ...which it does not command economy... 109.47 • Alorie Lepa Lepa • Kalabakan Wellnes Center • Kinabalu Park – 2nd Hub at 7.34 2.35 0.50 spend on leisure & recreational high expenditure from the tourists Kota Belud

Oil, Gas & Palm Wholesale Financial Agriculture Tourism Business CCI Healthcare Education Electrical & Energy Oil Retail & Trade Services Services Electronics GNI RM565 million GNI RM1.75 billion GNI RM1.02 billion activities (RM 4.1 Billion)... Current Activities Spending per capita (2010) JOBS JOBS JOBS Total Tourist Receipt 2010 RM4.426 billion 2,269 8,644 4,978

...which is supported by the consistent Trekking Bird Watching 6611.57 INVESTMENT RM1.81 billion INVESTMENT RM13.1 billion INVESTMENT RM1.09 billion visitor arrivals and receipts that has spurred Tourist receipts 2010 (RM million) Wildlife Viewing Diving 4508.94 Golf 13.9 job opportunities and economic growth Cluster 3 Cluster 4 Kinabalu Park MICE 96.8 Abseiling MICE 2040.13

The Number of Visitor Arrivals...... and Proportional Number of Receipts... Dive 192.5 Leisure / Nature Danum Valley Camping 1849.25 ‘000 tourists Million mt Adventure Leisure & Recreation 4,112

Hiking Others 275.9 4620 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Cluster 2 987 701 562 795 4430 Source : Sabah Tourism Board Board - BOD 26 May 2011

4060 Semporna Resort 1490 1599 1683 1708 3880 Thus, the focus for tourism will be on increasing the yield per visitor 2

Category of Traveller Characteristics 2007 2008 2009 2010 2007 2008 2009 2010 $$$ High Cluster 1 • They prefer niche attractions, avoiding the mass tourist areas • Big spender, willing to spend ...has Increased the Workforce in Hotels and F&B...... and Sabah’s Tourism GDP High Yield Traveller • Tend to spend longer time in one area to experience various • Privacy & exclusiveness 3 Mt. Coner Tourism attractions • Generally senior corporate leaders, businessmen, etc Hub ‘000 people RM billion

100 3800 • They go via mass tour operators & less through websites, etc • Medium length stay 1

$$ • Often they through a pre-planned travel schedules and itinerary • Less “free-and-easy” 80 80.3 3600 3570 6.29% Group Travellers • Medium spending power, often the bulk of the travel expenses are • Often families, groups of friends Maliau Basin paid directly to the tour operators 62 Chain Value 60 3400 Kalabakan Wellness 3360 Imbak Canyon Sandakan Sipadan Mangrove Center Resort 40 3200 3160 • The come in small groups, often with friends, rather than families • Focused on 1-2 key activities of interest (like diving, Free Independent • They focus on value for money attractions and “free-and-easy” eco adventure / sports) 20 3000 Traveller (FIT) attractions • Short-medium length stay • Medium spending power 0 2800 $ 2007 2008 2007 2008 2009