About us

The Sabah Tourism Board, or generally known as Sabah Tourism, is an agency of the Sabah State Government operating under the purview of the Ministry of Tourism, Culture and Environment. Sabah Tourism’s primary responsibility is the marketing and promotion of tourism for the State.

Tourism is Sabah’s third largest and one important income generating sector which supports more than 80,000 jobs. Striving to ensure that tourism remains an important economic pillar, Sabah Tourism continues to promote and market Sabah as a premier eco-tourism destination.

In the effort of promoting Sabah and in ensuring the success and sustainable growth of the sector, Sabah Tourism works closely with industry players. The concerted effort of Sabah Tourism together with the Ministry of Tourism, Culture and Environment and industry players, contributes to the overall development of the tourism sector both on a national and international scale.

Sabah Tourism was first established in August 1976 as the Sabah Tourism Promotion Corporation and later re-established as Sabah Tourism Board. It has since expanded in roles and responsibilities to cater to the current needs of the global tourism market.

Today, Sabah Tourism Board constitutes seven divisions: Research, Product, Marketing, MICE, Digital and Communications, Finance and Corporate Services and Internal Audit. Sabah Tourism’s wholly owned subsidiary, Sri Pelancongan Sabah Sdn Bhd (SPS) compliments efforts of Sabah Tourism by capitalizing on event management, publicity and supply and sales of local handicrafts.

Sabah Tourism has Tourist Information Centre at their office located at No. 51 Jalan Gaya, Kota Kinabalu. The Sabah Tourism Board and Sri Pelancongan operation hours are as follows:

Sabah Tourism Operation Hours:

  • Monday - Friday : 8:00 am - 5:00 pm
  • Saturday : 9:00 am - 4:00 pm
  • Sunday & Public Holidays : 9:00 am - 4:00 pm


To market and position SABAH, Malaysian Borneo as a premier Culture, Adventure and Nature (CAN) destination in the world.


To form smart partnerships with tourism stakeholders towards adopting and complying with sustainable tourism practices.