The September 11 terrorist attacks is one of the most devastating tragedies that caused a global fear over the safety of air travel. While the physical repercussions were temporary, analysts forecast that on-going anti-terrorism campaigns and the prevailing economic slowdown are the more hard-felt residual effects that will continue to undermine traveller confidence.

Generally in 2001, all markets except Taiwan and the USA showed an increase in the number of arrivals into Sabah. After hosting the World Premier Expedition Race, Eco-Challenge Sabah 2000 and fillmming of Survivor at Pulau Tiga, Sabah Tourism had hoped to tap and see new growth from the US market. Unfortunately September 11 short-circuited all that had been planned.

Every crisis presents new opportunities however. While September 11 resulted in a dramatic decline of travel to the US and other Western destinations as well as travel patterns shifting away from medium and long-haul, for Sabah and Malaysia, total arrivals showed an increase with regional and domestic figures particularly encouraging. In response to these and other related issues, as well as the changing market scenario, Sabah Tourism has formulated the following strategies and action plans:-

1. Improve perception and image of Sabah as a safe destination
2. Improve perception and image of Malaysia as a liberal Muslim country with a harmonious, multi-racial and  multi-religion nation
3. Continue to encourage, support and assist other carriers to make direct scheduled flights to Kota Kinabalu
4. Improve Cross-Industry and Cross-National Cooperation.
5. Niche Target Marketing
6. Continue to Market-Position Sabah as the Premier Nature Adventure Destination