The Malaysian state of Sabah, long celebrated for its natural wonders, now takes centre stage as Asia’s new paradise for luxury and romantic holidays. With pristine islands, golden beaches, rainforest hideaways, world-class resorts, and rich cultures, the Malaysian state is fast emerging as a leading destination for discerning travellers seeking indulgence and intimacy. More recently, Indian visitor arrivals to the state recorded an impressive 60% growth in 2024.
The last year’s growth has been backed up by another robust 40% growth in Indian visitor arrivals to Sabah for the January-July 2025 period compared to the same period last year. Sabah has received a total of 5,996 Indian visitors in the first seven months of 2025. At the forefront of Asia’s high-end travel market, Sabah is today harnessing its natural assets with exceptional hospitality and curated experiences for the growth in Indian as well as global visitors.
Sabah is redefining luxury travel, offering not just elegant resorts and fine dining but also space, peace, and meaningful experiences. Travellers can choose from private villas by the sea, five-star resorts with world-class service, or eco-lodges that blend comfort with nature. What sets Sabah apart is its fusion of modern hospitality with cultural and natural treasures. From wellness retreats using local herbs to chefs blending global flavours with local ingredients to traditions adding warmth to every stay, Sabah offers a luxury experience that feels both distinct and authentic.
Thanks to its growing reputation as a premier luxury‐destination, Sabah recorded 3.14 million tourist arrivals in 2024—surpassing its target of 3 million—and generated RM 7.28 billion in tourism receipts. The state is now aiming for 3.5 million arrivals in 2025.
Luxury and Romance in Sabah
Sabah sets the stage for unforgettable journeys with experiences that blend indulgence, nature, and romance. Couples can unwind in exclusive oceanfront villas or private island resorts, sail together on sunset cruises, or share intimate candlelit dinners under starlit skies. For those seeking a touch of adventure, diving into Sabah’s crystal-clear waters reveals vibrant coral reefs, while treks to hidden waterfalls or wildlife encounters in lush rainforests turn exploration into shared memories.
Highlighting Sabah’s unique diversity, Julinus Jeffery Jimit, CEO of Sabah Tourism Board, said, “Sabah offers a unique ‘mountain high to ocean deep’ experience that perfectly matches Indian travelers’ preferences for diverse, culturally rich destinations. The destination features Mount Kinabalu, Malaysia’s highest peak at 4,095 meters and UNESCO World Heritage Site, alongside Kinabalu Park – one of only three places globally with three UNESCO designations. For marine enthusiasts, Sipadan Island ranks among the world’s top 10 dive sites, offering encounters with thousands of barracuda, sea turtles, and pristine coral reefs,”
Exclusivity with Authenticity
As a premium luxury destination, what sets Sabah apart is its ability to blend exclusivity with authenticity. Here, untouched landscapes meet five-star comforts, and age-old traditions enrich the modern luxury experience. From private island retreats to bespoke adventure tours and destination weddings, Sabah is redefining the idea of romantic luxury in Asia.
Couples and high-end travellers can indulge in secluded beachfront villas, private island resorts, and rainforest retreats while still being immersed in culture and nature, thus enjoying five-star exclusivity without losing touch with the destination’s soul. With its traditional warm hospitality, encounters with indigenous communities, and nature-based adventures, Sabah is carving a niche in the global luxury market. The state’s growing appeal as a yachting destination, supported by improving infrastructure, further adds to its allure.
Seamless Connectivity
Located in the northern part of the Borneo Island in East Malaysia, Sabah, the hidden jewel of Borneo, is well connected to the rest of Malaysia and the wider world. The state’s Kota Kinabalu International Airport (KKIA) is Malaysia’s second busiest airport, operating regular direct flights from major Asian hubs.
For Indian travellers, seamless connections are available via Kuala Lumpur, Singapore, and Bangkok. This growing connectivity is a key driver in positioning Sabah as a rising destination of choice for international visitors seeking an exotic yet easily reachable escape.
