As Malaysia readies for Visit Malaysia Year 2026 (VMY2026), the Sabah Tourism Board (STB) is doubling down on the Indian market with a series of high-impact initiatives aimed at driving visibility and visitor arrivals.
Positioning Sabah—home to Kota Kinabalu, Sandakan, and Semporna—as a top pick for Indian travellers seeking Culture, Adventure, and Nature (CAN), STB has signed strategic Memoranda of Collaboration (MoC) with India’s leading travel brands Thomas Cook India & SOTC and EaseMyTrip. These alliances will drive joint promotions, curated packages, influencer tie-ups, and digital campaigns to strengthen Sabah’s connect with Indian audiences.
To ensure sustained engagement, STB has partnered with Blink Brand Solutions for targeted outreach across trade and digital platforms. The Board is also actively coordinating with Tourism Malaysia offices in New Delhi, Mumbai, and Chennai to host FAM trips, roadshows, and media engagements highlighting Sabah’s diverse offerings—from rainforest adventures and luxury escapes to soft adventure and wildlife experiences.
Enhanced air connectivity is another key focus. Under the “One Borneo” initiative, STB, along with Royal Brunei Airlines and Sarawak Tourism, has launched new Chennai–Kota Kinabalu links via Brunei, easing travel for South Indian tourists.
“Sabah, where nature meets adventure, is ready to make Visit Malaysia Year 2026 a grand success,” said Julinus Jeffery Jimit, CEO, Sabah Tourism Board. “Our partnerships, improved connectivity, and evolving products reflect our deep commitment to the Indian traveller.”
With these moves, Sabah positions itself as one of Southeast Asia’s most enriching destinations—offering pristine islands, towering peaks, rich marine life, and authentic cultural encounters.
