As Malaysia gears up to welcome the world for Visit Malaysia Year 2026 (VMY2026), the Sabah Tourism Board (STB) has unveiled a comprehensive and strategic series of initiatives to bolster its presence in the Indian market, one of the fastest-growing source markets for Malaysian tourism.
Recognizing India’s vast outbound potential and increasing appetite for nature, adventure, and cultural tourism, STB has made significant strides in positioning Sabah, home to iconic destinations such as Kota Kinabalu, Sandakan, and Semporna, as a compelling choice for Indian travellers.
As part of strategic collaborations to cement its market presence, STB recently formalized key Memoranda of Collaboration (MOC) with India’s leading travel giants, Thomas Cook India & SOTC and EaseMyTrip, marking a milestone in its efforts to capture the Indian leisure travel segment. These partnerships will drive joint marketing campaigns, curated holiday packages, digital promotions, and travel trade engagements, reinforcing Sabah’s appeal beyond Malaysia’s traditional tourist gateways.
Furthermore, to ensure sustained campaign and continuous visibility, STB, in collaboration with Blink Brand Solutions has continued to execute targeted digital and trade campaigns tailored to the Indian audience. These initiatives, aligned with the VMY2026 brand message, spotlight Sabah’s famed Culture, Adventure, and Nature (CAN) offerings through digital advertising, influencer collaborations, and travel agent engagements.
Speaking on Sabah’s readiness, Julinus Jeffery Jimit, CEO, Sabah Tourism Board, stated, “Sabah, where nature meets adventure, is not just participating in Visit Malaysia Year 2026, we are fully invested in making it a resounding success. Our focused approach in India, strategic partnerships, improved connectivity, and product innovation demonstrate our commitment to showcasing Sabah as one of Malaysia’s most diverse and enriching destinations.”
Tailored Offerings
With an eye on evolving Indian traveller preferences, STB is curating diverse travel experiences spanning honeymoons, eco-tourism, soft adventure, luxury escapes, and wildlife tourism. STB is actively facilitating participation of Sabah-based tour operators in key Indian trade shows to offer personalized packages and direct B2B engagement.
Moreover, these curated experiences are promoted during FAM trips and B2B sessions, ensuring agents are equipped to sell Sabah’s offerings more effectively.
STB is also working hand-in-hand with Tourism Malaysia offices in New Delhi, Mumbai, and Chennai on a range of collaborative promotional efforts including FAM trips, roadshows, and trade outreach. By hosting Indian media, travel influencers, and tour operators, STB is strengthening industry confidence and product knowledge to boost conversions.
Enhanced Connectivity
Improving accessibility to Sabah is a priority in preparation for VMY2026. In September 2025, STB, in partnership with Royal Brunei Airlines, Brunei Tourism, and Sarawak Tourism, participated in the One Borneo Roadshow across Chennai, Madurai, and Salem. The campaign promoted the newly introduced Chennai-Kota Kinabalu connectivity via Brunei, easing access for South Indian travellers and encouraging multi-destination itineraries under the “One Borneo” initiative.
As Visit Malaysia Year 2026 draws near, Sabah stands ready to welcome the Indian traveller with open arms and unforgettable experiences, from its pristine islands, highest peaks, and vibrant marine life to rich indigenous cultures and rainforest adventures.
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