Sabah is targeting four million tourist arrivals this year, says state Tourism, Culture and Environment Minister Datuk Christina Liew.
"Last year, we set a target of 3.85 million arrivals, but recorded 3.87 million," she said after hosting a Chinese New Year luncheon for the media.
"This year, we are setting a higher target for the ministry."
Liew added that the ministry would put more focus on European and other western tourists on top of existing mass arrivals from China.
She said the ministry would be looking into new markets — disabled-friendly and Muslim tourism packages.
"We will work with the Sabah Tourism Board and operators to provide packages for those in need of such arrangements and improve facilities for them.
"As for Muslim packages, there is potential as other countries have been providing such products to attract visitors."
The ministry said it would work with Kota Kinabalu City Hall to improve tourist-friendly facilities, including putting up more bilingual signs and putting more emphasis on cleanliness, look into proper guidelines at the Immigration Department, better transport system, and more hotels and other types of accommodation.