5-12-2023 (KUALA LUMPUR) Semporna, located on the eastern coast of Sabah, Malaysia, has gained popularity among Chinese tourists, earning it the nickname “Little Maldives.” The nearby world-renowned diving paradise, Sipadan Island, is only a 45-minute boat ride away from Semporna. Many diving enthusiasts consider this area a dream destination. However, the invasion of Sabah by the Sulu militants and incidents of kidnapping for ransom by Filipino terrorist groups have deterred many tourists from visiting. Nevertheless, in recent years, Chinese tourists have shown a strong preference for Semporna, with approximately 90% of foreign visitors in the area coming from China.
Sabah state in Malaysia boasts abundant tourism resources, including Mount Kinabalu, protected forests, and islands, attracting eco-tourism enthusiasts from around the world. Tourism is also the third-largest source of income for Sabah. In the first nine months of this year, Sabah welcomed 1.88 million visitors, generating MYR 3.95 billion (approximately SGD 1.126 billion) in tourism revenue.
According to Chew Kian Chong, Deputy Chairman of the Sabah Tourism Association, the tourism industry in the Kota Kinabalu area has reached saturation. In recent years, Semporna has emerged as the most promising tourist destination in Sabah. Semporna is globally renowned as a diving paradise, but over the past decade, the entire eastern coast of Sabah has been perceived as a “dangerous zone” by many tourists.
In 2013, Sulu militants invaded Sabah and infiltrated Simunul, a village within Semporna, where they killed six Malaysian police officers. Since 2000, incidents of kidnapping tourists by Abu Sayyaf militants have been reported, casting a shadow over the local tourism industry. Pang Kean Hwa, who has been operating a diving center in the area for 14 years, admitted that maritime security is the biggest concern due to Semporna’s proximity to the southern islands of the Philippines. He said, “Kidnapping incidents have the most significant impact on the tourism industry. Every time a kidnapping occurs, it takes at least two years for the tourism industry to gradually recover because visitors are concerned about their personal safety.”
Following the invasion by Sulu militants, the Malaysian authorities established the Eastern Sabah Security Command in coastal areas of Sabah, which still enforces a curfew from 6 p.m. to 6 a.m., prohibiting maritime activities during those hours. Although the security situation has improved in recent years along the eastern coast of Sabah, several countries, including Australia, Japan, South Korea, and some European nations, still issue travel advisories for the region. Pang Kean Hwa cited the example of South Korean tourists who rarely visit Semporna, as the South Korean government designates the eastern coast as a “red zone” for tourism, making it difficult for travel companies to purchase insurance for their customers.
Currently, Semporna heavily relies on Chinese tourists. Data shows that prior to the COVID-19 pandemic, Semporna received an average of 4,000 visitors per day, with 90% of them coming from China. It was observed that although Pulau Sipadan, a famous diving spot, was temporarily closed for a month, Chinese tourists were still prevalent in Semporna town, while tourists from other countries were relatively scarce.
Some Chinese tourists interviewed expressed that the last kidnapping incident in Semporna happened several years ago, so they are not overly concerned about personal safety. A tourist from Beijing stated, “I have heard that it is not very safe here, and my friends think I’m crazy to travel to such a chaotic place. But overall, Southeast Asia is not very safe, and there are many fraud cases in Myanmar as well, so I don’t have significant concerns.”
Another tourist from Wuhan mentioned that Sabah is a relatively safe and convenient location for Chinese diving enthusiasts. “The reason we frequently come to Semporna is that we consider it relatively safe, and the locals here are friendly towards Chinese people.”
Due to the large number of Chinese tourists, China has established a consulate general in Kota Kinabalu, the capital of Sabah. Kota Kinabalu has direct flights to eight major cities in China, including Beijing, Shanghai, Shenzhen, and Guangzhou, with 63 flights per week. Additionally, the abundance of seafood and language convenience in Sabah are believed to be the primary reasons attracting Chinese tourists.
Although Chinese tourists have propelled Semporna’s tourism industry, local businesses are concerned about overreliance on a single source of tourists. Huang Tianyi, a local industry player, pointed out that Semporna’s heavy reliance on Chinese tourists has been indirectly affected by the recent slowdown in the Chinese economy, impacting the recovery of the local tourism industry.
Pang Kean Hwa suggested that to diversify the tourism market in Semporna, efforts should be made to attract tourists from other countries as well. He emphasized the need to improve the security situation and promote the destination’s safety to potential visitors. Additionally, expanding air connectivity and marketing campaigns targeting other countries could help attract a more diverse range of tourists.
It’s worth noting that the information provided here is based on the knowledge available up until September 2021. As the situation can change over time, it is recommended to refer to up-to-date sources and travel advisories for the latest information on Semporna and its tourism industry.
