As Europe approaches the Christmas and New Year holidays, tourism flows are once again concentrating heavily in major cities and festive destinations. Winter pressure is urban, intense, and highly concentrated in time and space. Europe remains the world’s largest tourism region, with 625 million international tourists between January and September 2025, a 4 % increase over 2024, indicating continued strong rebound and growth. Put simply: the holidays won’t just be “busy.” They’ll be pressure-tests for city centres, infrastructure, housing, and resident tolerance.

Nestled on the shores of the South China Sea, Kota Kinabalu (KK) in Malaysia continues to captivate travelers with its unique blend of pristine islands, lush rainforests, and vibrant cultural heritage. The city serves as a gateway to Borneo's unparalleled natural wonders, making it a highly sought-after destination for both leisure and adventure travelers. In this report, we will explore some exciting updates and the current outlook for the hotel and tourism market in Kota Kinabalu, reflecting the dynamic and evolving landscape of the region.