Growing interest in East Malaysia as a cruise destination came into focus following a recent industry familiarisation trip that brought international cruise operators to Sabah and Sarawak, reflecting rising confidence in Borneo’s potential as an emerging cruise gateway.
Co-organised by the Singapore Tourism Board (STB) and SATS-Creuers Cruise Services – operator of Marina Bay Cruise Centre Singapore – the trip hosted representatives from StarDream Cruises, Norwegian Cruise Line Holdings and Marella Cruises.
“The visits focused on assessing port infrastructure and future development plans, while identifying opportunities for new cruise itineraries between Singapore and East Malaysia,” said SATS-Creuers Cruise Services CEO Gregory Tan.
He added that discussions centred on enhancing port facilities to accommodate larger vessels, promoting the region’s diverse shore experiences and developing new offerings across East Malaysia to appeal to multi-generational travellers. STB also reiterated the importance of sustained collaboration to catalyse new sailings and ensure regional ports remain future-ready.
Strong potential in East Malaysia
Both Sabah and Sarawak were highlighted as having strong potential to further develop as cruise tourism destinations, amid growing interest from international cruise brands seeking fresh itineraries in the region.
Tan noted that cruise operators are constantly looking for high-quality day-excursion options to enhance the passenger experience during short port calls.
“Cruise ships typically arrive early in the morning and depart by sunset. As such, it is important to have a wider range of accessible attractions within the city and suburbs to enhance the overall passenger experience,” he said.
Assistant Minister to the Chief Minister and Sabah Tourism Board chairman Datuk Joniston Bangkuai with SATS-Creuers Cruise Services CEO Gregory Tan (centre) and Marella Cruises head of marine and operations Joel Christopher Hipple (left). Photo Credit: Sabah Tourism Board
In Sabah, Kota Kinabalu and Sandakan have been identified as key ports, while Kuching and Miri have been highlighted as strategic hubs for cruise tourism development in Sarawak.
Support on the ground
At a luncheon meeting with cruise industry players, Assistant Minister to the Chief Minister and Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai said the board welcomes initiatives that bring visitors and tourism spending into the local economy.
“Collaboration between STB and cruise industry players can be further strengthened to better understand how we can jointly promote cruise tourism and Sabah in general, especially for short-stay and day visitors, by leveraging cruise ship arrivals,” he said.
SuriaGroup outlined its strategic vision for cruise port development, highlighting existing facilities at Kota Kinabalu and Sandakan ports, and long-term plans under the Jesselton Waterfront City master development, which includes a future-ready, world-class cruise terminal.
In 2025, Sabah recorded 23 cruise ship calls carrying 24,634 passengers – nearly double the 14 calls and 16,727 passengers recorded in 2024. Prior to the Covid-19 pandemic, Sabah welcomed 30 cruise ship calls and 36,183 passengers in 2019. This year, 25 cruise ship calls have been confirmed, bringing close to 30,000 passengers to the state.
Sarawak is optimistic about achieving its target of five million tourist arrivals in 2025, with cruise tourism identified as a key growth catalyst by 2026. Plans have been announced for a new ship terminal at Damai Beach in Kuching within the next two years, which will include dedicated cruise ship berthing facilities.