Explore Sabah promotional campaign launched

Haryanty speaking during the event

25 June 2025

KOTA KINABALU: Tourism Malaysia Sabah, in collaboration with SabahTravel.com ,an e-commerce travel marketplace platform , has launched the “Explore Sabah” promotional campaign, aimed at positioning Sabah as a premier travel destination in Malaysia.

This initiative supports the national Visit Malaysia 2026 (VM2026) campaign and harnesses the digital reach of SabahTravel.com to highlight Sabah’s diverse tourism offerings to both domestic and international audiences.

The campaign showcases over 400 curated travel experiences across Sabah, tailored to suit a wide range of travel preferences.

Commemorating the event

Highlights include island-hopping and diving in Semporna, wildlife and river safaris in Kinabatangan, Mount Kinabalu expeditions, cultural village and heritage tours, as well as eco-retreats such as hilltop resorts and rainforest getaways.

Additionally, the campaign extends to Labuan, promoting activities such as sunset cruises and yacht charters, beachside retreats and snorkelling, WWII historical trails and memorial tours, and cultural attractions including the Labuan Museum and Chimney Tower.

Running from April 2025 to February 2026, the campaign offers discounts of up to 30% for bookings made through the SabahTravel.com platform using the promo code XPLORE5.

The platform enables users to conveniently book multiple licensed travel experiences in a single transaction via a secure payment gateway, offering both flexibility and peace of mind to travellers.

Haryanty Abu Bakar, Director of Tourism Malaysia Sabah, stated:

"Embracing digitalisation, we greatly value this strategic partnership with SabahTravel.com, which allows us to tap into their expertise and innovative marketing strategies. Through this campaign, we are confident of increasing visibility for Sabah and Labuan while advancing the goals of Visit Malaysia 2026."

Poh Khay Inn, Marketing Director of SabahTravel.com, shared,

"This collaboration reaffirms our commitment to connecting Sabah and Labuan with global travellers through seamless bookings and engaging digital content. We are proud to work alongside Tourism Malaysia in showcasing Sabah’s lush rainforests, rich heritage, and captivating travel experiences."

Malaysia’s tourism sector continues to show strong signs of recovery. Between January and April 2025, the country recorded 13.4 million international visitor arrivals, a 21.0% increase compared to the same period in 2024. China has emerged as Malaysia’s third-largest source market, following Singapore and Indonesia, and ahead of Thailand and India.

With 1.4 million Chinese visitors recorded in the first four months of 2025, representing a 37.8% increase year-on-year , Malaysia is on track to meet its target of 43 million international arrivals and RM283.8 billion in tourism receipts by year-end.

As part of the campaign’s branding efforts, Tourism Malaysia is also distributing official Visit Malaysia 2026 promotional vehicle stickers to licensed tour operators across Sabah.

This symbolic gesture reinforces industry support and enhances campaign visibility throughout the state.

The Malaysia Tourism Promotion Board, commonly known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts and Culture Malaysia. Its primary responsibility is to promote Malaysia as a leading tourist destination. Since its establishment, Tourism Malaysia has become a key player on the international tourism stage.

The upcoming Visit Malaysia Year, scheduled for 2026, will highlight the sustainability of the country’s tourism sector, aligning with the United Nations Sustainable Development Goals (UNSDGs). In addition, Tourism Malaysia is an active supporter of the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), contributing to the realisation of the IMT-GT Visiting Year 2023–2025. This initiative aims to market the subregion as a cohesive and attractive tourism destination.