Sabah Positions Itself as Premier Health Tourism Destination with New Agent Programme

17 April 2026

KOTA KINABALU: The Sabah Tourism Board has launched its inaugural Agent On-Boarding and Familiarisation Programme, spotlighting the state's burgeoning health tourism sector during a Hospital Familiarisation visit to KPJ Sabah Specialist Hospital.

Julinus Jeffery Jimit, Chief Executive Officer of the Sabah Tourism Board, officiated the event, welcoming agents from Brunei, Jakarta, Hong Kong, and local partners.

He emphasised Sabah's unique blend of world-class medical facilities and restorative natural environments, ideal for patients seeking cardiology, orthopaedics, ophthalmology, fertility treatments, and health screenings.

"Medical travel often involves families, and Sabah's relaxed setting allows treatment and leisure to coexist seamlessly," Julinus told an audience including Dr Kenny Yeap, Regional Chief Executive Officer (East Malaysia); Nor Aidil Ikram Muhamad, KPJ Sabah Specialist Hospital CEO; and Dr Lim Keok Tang, Medical Director.

The programme equips agents with insights to promote Sabah's healthcare tourism, backed by established hospitals like KPJ and complemented by cultural experiences such as visits to Mari Mari Cultural Village.

Key markets include BIMP-EAGA neighbours (Brunei, Indonesia) and Hong Kong, supported by direct flights.

Sabah Tourism Board views health tourism as a strategic pillar for diversification, with such partnerships poised to attract global medical travellers.

"We are committed to elevating Sabah's position in wellness and medical experiences," Julinus affirmed.