15/05/2026

LYFE FRIDAY | MAY 15, 2026

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Sabah revises tourism strategy amid aviation challenges

IN preparing for haj, many pilgrims pack their bags with the belief that bringing more will ensure comfort and peace of mind, only to realise later that much of what they carried from home goes unused. Suitcases are often filled with extra clothes, instant food, snacks, medication and other daily necessities, driven by concerns that these items may be hard to find upon arrival. However, after more than two weeks observing haj operations, it is evident that answering the call as Dhuyufur-Rahman (guests of Allah) has little to do with how much one brings along. In reality, much of what is packed from home remains neatly stored in luggage, with some items left untouched from the first day. Clothes brought in abundance are often worn only once or not at all, as pilgrims tend to rotate between a few comfortable outfits, especially with laundry services available near their accommodation. Food items such as sambal goreng , instant noodles, biscuits and snacks, initially thought to be essential, are also rarely consumed as meals are provided by Lembaga Tabung Haji (TH) while eateries are easily accessible around hotels. In the end, heavily packed bags often become an added burden rather than a necessity. A pilgrim from Selangor, Mohd S ABAH is adopting a more adaptive approach to its tourism outlook as global aviation conditions continue to shift due to geopolitical tensions, rising costs and changes in airline capacity. State Tourism, Culture and Environment Minister Datuk Jafry Ariffin said tourism planning for the state would be guided by a flexible framework that allows continuous assessment of global developments, particularly those affecting air connectivity and international travel demand. “We are already seeing these changes impacting airline capacity, with route suspensions and reduced frequencies affecting connectivity into Kota Kinabalu, and we are closely monitoring developments to ensure our tourism planning remains responsive,” he said. Among the affected routes are AirAsia’s temporary suspension of the Singapore–Kota Kinabalu route until Nov 30, Jakarta–Kota Kinabalu until May 21 and Ho Chi Minh City–Kota

growth while remaining flexible in response to evolving aviation conditions. He stressed the state will continue to intensify promotional efforts in key domestic and regional markets with established air connectivity, while leveraging existing routes to sustain visitor arrivals. “The ministry, together with STB, will continue engaging airline partners and industry stakeholders to strengthen connectivity and improve accessibility into Sabah… In the current environment, we must remain adaptive and responsive,” he said.

Azman Ibrahim, 58, admitted he brought an extra bag filled with food and clothing out of concern that essentials would be difficult to obtain. “Only after arriving did I realise everything is already available. Food is provided, shops are everywhere and TH offers facilities including free clinics for pilgrims. I didn’t use most of my clothes because the focus is on worship. If I had known, I would have packed much less. The lighter the bag, the easier it is to move,” he said. Meanwhile, Malaysian Haj Delegation head Mohd Hisham Harun said packing in moderation not only eases movement but also helps ensure smoother logistics, especially during hotel check-ins, transfers between locations and return journeys. “Many pilgrims come well prepared, but sometimes bring more than necessary, including items that can easily be purchased here or are not used at all. We always advise pilgrims to bring only essentials and prioritise mobility, as haj requires physical strength,” he said. Based on observation, the excitement of buying souvenirs also contributes to heavier luggage, even though many popular items such as embroidered prayer mats, tasbih , camel figurines and decorative items are readily available online in Malaysia. – Bernama Kinabalu beginning July 1. Batik Air has also suspended its Seoul–Kota Kinabalu route, while domestically AirAsia will temporarily suspend its Sibu–Kota Kinabalu and Bintulu–Kota Kinabalu routes from June 8 to June 30. Jafry said these developments reflect broader external factors that may influence visitor arrivals and overall connectivity trends. He said arrivals performance planning is based on scenario-based assessments reflecting different operating environments, including prolonged external disruptions, a stabilising baseline and potential

o State to adapt planning as route suspensions, geopolitical tensions, rising costs upend industry

including coordination with airline partners to strengthen connectivity planning and support decision making on tourism strategy,” he added. Based on preliminary statistics, Sabah recorded 932,970 arrivals up to March, comprising 537,317 domestic and 395,653 international visitors. Jafry reiterated Sabah’s commitment to sustaining tourism

recovery in airline capacity. “As at March, arrivals are still on track towards the original target of four million arrivals, but target may be revised depending on real-time developments in airline connectivity and market conditions. This approach is supported by continuous market intelligence, research and industry engagement led by the Sabah Tourism Board (STB),

Packing light makes haj journey easier for pilgrims

Beyond accommodation type, Malaysian travellers most often filter for breakfast included (12%) and review scores of eight and above (8%).

Malaysians eyeing ease, flexibility when choosing travel stays

Flexible booking Malaysian travellers are also looking for booking options that give them more control before the trip begins. Free cancellation and payment options each account for 4% of Malaysia’s top accommodation filter activity, reflecting continued interest in choices that make booking more manageable and reduce friction before check-in. Comfort still matters The search data also shows Malaysian travellers continue to value stay features that make the overall experience more comfortable and convenient. Availability of swimming pool ranks among the top filters at 4%, followed by car park at 3% while bathtub also appears in Malaysia’s top 10 filters for 2026. Together, these preferences show that travellers are paying attention to the features that can make each stay more relaxing and more practical.

MALAYSIAN travellers are prioritising ease and flexibility when choosing stays in 2026, with search behaviour focused on features that simplify the travel experience from the outset, according to digital travel platform Agoda. At 31% of all filter activity, choice of accommodation type ranked first for Malaysian traveller searches, emphasising the importance of selecting the right stay over all other factors. Beyond accommodation type, Malaysian travellers most often filter for breakfast included (12%) and review scores of eight and above (8%). Practical options such as swimming pool (4%), free cancellation (4%), payment options (4%) and car park (3%) also rank among Malaysia’s most-used accommodation filters in 2026. Bathtub also appears in Malaysia’s top 10 search filters, highlighting

continued interest in room features that enhance comfort during the stay. These search patterns point to Malaysian travellers planning more selectively, with greater focus on features that save time, reduce uncertainty and make the holiday feel more worthwhile. Beyond that, travellers are also looking for stay features that help the trip run more smoothly from booking through to check-in. Convenience from start of day After accommodation type, breakfast included is among the most-used search filters for Malaysian travellers at 12%, followed by review scores of eight and above at 8%. This shows that travellers are not only looking for the right type of stay, but also for options that offer convenience at the start of the day and confidence in the overall quality of the property from a peer reviewed perspective.

Hisham (in white songkok ) welcomes a group of Malaysian pilgrims in Mecca. – BERNAMAPIC