Sabah Tourism Board Celebrates Media Contributions Amidst US Tourism Decline Due to Stricter Border Policies

Kota Kinabalu, Malaysia & Washington D.C. – In a converging narrative of tourism recognition and international travel trends, the Sabah Tourism Board (STB) recently honored media professionals for their pivotal role in boosting Sabah's tourism sector, even as the United States faces a notable decline in international visitors. The Media Night 2025, held at Hotel No. 5, spotlighted the synergy between media coverage and Sabah's rise as a premier travel destination. Simultaneously, data reveals a significant drop in tourism to the U.S. from key European nations, attributed to heightened border security measures.

During the STB’s Media Night 2025, government officials and tourism industry leaders lauded the media for their continuous support in showcasing Sabah’s diverse attractions. The State Minister for Tourism, Culture, and Environment emphasized the media's crucial role in presenting Sabah’s ecotourism experiences, rich cultural heritage, and vibrant communities to a global audience. This coverage has been instrumental in positioning Sabah as a must-visit destination, attracting travelers seeking unique natural beauty and cultural immersion.

The event featured interactive activities designed to foster collaboration and strengthen relationships between media representatives and tourism professionals. The Sabah Tourism Board expressed gratitude for the media's dedication to promoting the state's tourism initiatives, underscoring the importance of their ongoing partnership.

Contrasting this celebration, recent data highlights a concerning trend in U.S. tourism. Countries such as Germany, Ireland, Denmark, Iceland, Spain, and Norway have experienced a significant decrease in the number of visitors to the United States. This decline is largely attributed to stricter border control policies implemented by the Trump administration, leading to increased visa cancellations, fear of entry denial, and a growing negative perception of the U.S. as a travel destination.

The U.S. has seen a 12% decrease in international visitors, with Western European countries being particularly affected. Overnight stays by Western European visitors in the U.S. dropped by 17% compared to March of the previous year. Denmark and Iceland faced even steeper declines, with reductions exceeding 30%. Other European nations, including Germany, Ireland, Spain, and Norway, reported decreases of over 20%. Overall, international visitors to the U.S. fell by 12% during this period, marking the most significant drop since March 2021.

In the first quarter of this year, travel cancellations to the U.S. increased by 16 percentage points compared to the same period last year, with travelers from the UK, Germany, and France showing particularly high cancellation rates. Industry experts attribute this trend to the Trump administration's stricter border control policies, which have heightened tensions between the U.S. and Europe and diminished the appeal of the U.S. as a travel destination.

As Sabah celebrates the media's contribution to its thriving tourism sector, the U.S. faces the challenge of addressing the factors driving down international tourism. The diverging paths highlight the complex interplay between tourism promotion, international relations, and border security policies.