Sabah Tourism Board Strengthens Travel Partnership in Ho Chi Minh City

14 January 2026

HO CHI MINH CITY, Vietnam:  The Sabah Tourism Board (STB) has successfully concluded its strategic trade mission to Vietnam, hosting the Sabah Seminar and B2B Session at the Sheraton Saigon Grand Opera Hotel on 12 January 2026.

In collaboration with the Sabah Enhanced Travel Innovation Association (SETIA) and Tourism Malaysia, the event served as a valuable networking platform for 20 delegates from Sabah, including 16 specialised travel agents, to engage in “tabletop” business discussions with leading travel trade partners in Ho Chi Minh City.

A total of 65 buyers representing local Vietnamese agencies attended the event, demonstrating a strong interest in promoting Sabah as a destination to Vietnamese travellers.

The mission also highlighted AirAsia’s direct flights from Ho Chi Minh City to Kota Kinabalu, offering seamless connectivity that reduces travel time to just over two hours.

“Vietnam is an emerging key market for us. By engaging with our industry partners, we are committed to expanding our network and establishing long-term collaborations with Vietnamese trade stakeholders,” said Julinus Jeffery Jimit, Chief Executive Officer of Sabah Tourism Board.

“This targeted initiative aims to unlock new growth opportunities and foster high-value partnerships between Sabah’s travel experts and Vietnam’s rapidly expanding outbound tourism market,” he added.

As Malaysia prepares to celebrate Visit Malaysia Year 2026, Sabah is already looking ahead to its milestone, the Visit Sabah Year 2027. Under the new branding, “Explore Sabah – Naturally Inspiring, Beyond Ordinary,” the state aims to position itself as a premier global destination for culture, adventure, and nature.

Following the recent recognition of Sabah’s ten “World’s Best” attractions, the state continues to highlight its world-class natural beauty and adventure offerings, with the iconic Mount Kinabalu climb remaining a top-tier bucket list experience for Vietnamese adventure enthusiasts. Sabah’s other top five highest peaks in Malaysia also warrant recognition.

Beyond its mountains, diving remains a major attraction, drawing enthusiasts to explore the vibrant underwater biodiversity of the Semporna Islands and the Tunku Abdul Rahman Marine Park, situated near the capital.

The unique wildlife of Borneo, including orangutans, Bornean elephants, and sun bears, continues to captivate visitors’ attention. Complementing these natural wonders is Sabah’s rich cultural tapestry, shaped by over 30 ethnic groups that tell the enduring stories of Borneo’s traditions.

The Sabah Tourism Board remains dedicated to sustainable tourism development, ensuring growth that is inclusive and responsible. STB continues to support community-based tourism (CoBT) operators, which serve as pillars of inclusive development. Recently, five Sabah CoBT operators received national recognition under the ASEAN Tourism Standard, setting a benchmark for others in the region.

With its combination of natural beauty, adventure opportunities, and cultural richness, Sabah is well-positioned to welcome Vietnamese travellers seeking a unique journey in Borneo.