7/28/2019 Tourism Overview

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Sabahs tourismsector is the6th highestcontributorto Sabahs

economy...

...which is supported by the consistentvisitor arrivals and receipts that has spurred

job opportunities and economic growth

OVERVIEW

...which it does not comhigh expenditure from

SabahGross Domestic Product(GDP) in2009 based on NKEA sectors

(RM 000,000)

Oil, Gas &

Energy

659.54

Palm

Oil

490.07

Wholesale

Retail &Trade

267.95

Financial

Services

203.69

Agriculture

159.80

Tourism

131.53

Business

Services

128.73

CCI

109.47

Healthcare

7.34

Education

2.35 0.50

Electrical &

Electronics

SABAHS COASTLINEIS ONEOF THEMAJORATTRACTIONS

FORTOURISTS

Tourism data shows tourists mainlyspend on leisure & recreationalactivities (RM 4.1 Billion)...

Leveraging on the naturalresources, culture and heritageand geographic location, Sabahwill grow its number of visitorreceipts...

CASE FOR CHANGE

TOURISM SECTOR

The Numberof VisitorArrivals...

000 tourists

2007

987

1490

2008

701

1599

2009

562

1683

2010

795

1708

...and Proportional Numberof Receipts...

Millionmt

2007

4620

2008

4060

2009

3880

2010

4430

...and Sabahs TourismGDP

RM billion

3400

3000

3600

3200

3800

28002007

3160

2008

3360

2009

35706.29%

...hasIncreasedtheWorkforceinHotelsand F&B...

000 people

60

20

80

40

100

02007 2008

62

80.3

Thus, the focus for tourism will be on increasing the yield per vC at eg or y of T ra ve ll er C ha ra ct er is ti cs

High Yield TravellerThey preerniche attractions, avoidingthe mass touristareasTend to spend longer time inone area to experience various

attractions

Bigspender, willingto spendPrivacy &exclusiveness

Generally seniorcorporate leaders, b

Group Travellers

They go viamass touroperators & less throughwebsites, etc

Otenthey through apre-planned travel schedules and itinerary

Mediumspending power, otenthe bulko the travel expenses are

paid directly to the touroperators

Mediumlengthstay

Less ree-and-easy

Otenamilies, groups o riends

Free IndependentTraveller (FIT)

The come insmall groups, otenwithriends, ratherthan amilies

They ocus onvalue or money attractions and ree-and-easy

attractions

Mediumspending power

Focused on1-2 key activities o inte

eco adventure / sports)

Short-mediumlength stay

SabahsStrenghts

Richin biodiversity, home to many wildlie conservationareas

and parks, includingMountKinabalu

Abundance o tropical rainorestand wildlie e.g. orangutan

Pristine beaches and divingsites

Myriad o ethniccultures oers

diverse experiences

More than32 dierentindigenous

groups

Wide range o local handicrats and

souvenirs romSabahnatives e.g.Kadazandusun, Murut, Bajau, Rungus,

Lundayehand MelayuBrunei

Stco

Ap

po

6-

34

ar

Ko

NaturalResources

Culture &Heritage

GeographicalLocation&Connectivity

High

ValueChain

$$$

$$

$

Trekking

Abseiling

Wildlie Viewing

Camping

Hiking

Current Activities Spending per capita (2010)

Bird Watching

MICE 2

Diving

Leisure / Nature

Adventure18

O th er s 2 75 .9

Total TouristReceipt2010 RM4.426billion

Touristreceipts 2010 (RM million)

Source : SabahTourismBoard Board -BOD 26May 2011

0 500 1000 1500 2000 2500 3000 3500 4000 4500

Leisure &Recreation 4,112

D iv e 1 92 .5

M IC E 9 6. 8

G ol 1 3. 9