ITB Berlin: Sabah sharpens brand identity with focus on value-driven tourism

11 March 2026

KREFELD, Germany: Sabah Tourism Board has unveiled a refined destination identity at ITB Berlin. Under the brand message “Explore Sabah, North Borneo , Naturally Inspiring, Beyond Ordinary,” the Malaysian state aims to strengthen its global positioning by emphasising sustainable growth and authentic, meaningful travel experiences.

This repositioning highlights Sabah’s strategic commitment to responsible tourism development that prioritises value for visitors and conservation. The goal is to deliver high-quality experiences that safeguard the region’s natural and cultural assets while ensuring local communities benefit directly from sustainable tourism growth.

Sabah’s tourism offerings are built around three core elements: Culture, Adventure, and Nature. Each is delivered in a sustainable manner, transforming travel into a ‘force for good’ by integrating conservation initiatives with premium visitor experiences.

Julinus Jeffery Jimit, CEO of Sabah Tourism Board, read a statement on behalf of Datuk Jafry Bin Haji Ariffin, Minister of Tourism, Culture and Environment Sabah. The Minister emphasised that 2027 will be a landmark year for Sabah as it prepares for the highly anticipated ‘Visit Sabah Year 2027’ campaign.

In 2025, Sabah welcomed 3.79 million visitors, with international arrivals accounting for 1.5 million — an impressive 18.5% increase. The European market experienced a remarkable growth rate of 22.3%, driven by strong demand from the UK & Ireland, Germany, France, Italy, and Spain, reflecting renewed confidence in long-haul travel to Sabah.

As travellers increasingly seek meaningful, sustainable, and inclusive experiences, Sabah’s diverse niche tourism offerings are strategically positioned to meet the rising interest in experiential, nature-based travel from key European markets. Major transit hubs for European visitors include Singapore, Brunei Darussalam, China, South Korea, Jakarta, and Kuala Lumpur.

Sabah is renowned as one of Southeast Asia’s leading adventure and nature destinations. Highlights include Mount Kinabalu, Malaysia’s highest peak; the wildlife-rich Danum Valley; the ancient lowland rainforests of Borneo; and the Kinabatangan River, designated a UNESCO Biosphere Reserve in 2025. Across these sites, sustainability is central — from conservation programmes to community involvement in ecotourism initiatives that enable visitors to experience Sabah’s natural beauty responsibly.

“Our refreshed identity, ‘Explore Sabah: Naturally Inspiring, Beyond Ordinary,’ reflects a commitment to connecting visitors with both extraordinary natural wonders and our rich cultural heritage. At the core is a sustainable tourism model that actively involves local communities as direct beneficiaries of tourism growth,” said Jafry.

To bring this brand strategy to life, Sabah Tourism Board is launching curated Explore Sabah Signature Tour Packages. These market-ready products are designed by Sabah-based co-exhibitors to provide tour operators with a viable portfolio aligned with the destination’s sustainability goals. The packages feature a blend of nature and wildlife experiences, biodiversity-focused initiatives, community-based tourism, and outdoor activities such as birdwatching, island tours, and trekking.

Sabah’s revitalised brand identity also celebrates its rich cultural diversity and indigenous heritage. The state is home to over 40 ethnic groups, whose traditions and rituals remain integral to daily life. The annual Kaamatan Harvest Festival, held each May, offers visitors an authentic insight into the customs of the Kadazandusun, Murut, and Rungus communities, reinforcing Sabah’s position as a destination rooted in living culture.

In a special video message, Tan Sri Datuk Seri Panglima Joseph Pairin Kitingan, the Huguan Siou (Paramount Leader) of the Kadazandusun community and President of the Kadazandusun Cultural Association (KDCA), warmly invited ITB Berlin trade partners to experience Sabah’s vibrant cultural celebrations this May.

A major highlight announced during the ITB Berlin launch was the upcoming opening of Club Med Borneo, scheduled for the last quarter of 2026. This milestone marks Malaysia’s premier eco-tourism destination. Positioned as “A World of Wonders in Borneo,” the resort will be nestled between lush rainforests and the tropical seas of Kuala Penyu. A special booking window will be open from 24-28 March 2026.