VMY2026:Sabah in the global tourism spotlight

4 January 2026

KOTA KINABALU: The Visit Malaysia Year 2026 (VMY2026) campaign is anticipated to give Sabah stronger exposure on the global tourism map due to its extensive promotion.

Datuk Eliza Goh, proprietor of Zara Boutique Hotel in Kota Kinabalu, said Sabah deserves to be recognised as one of the world’s most attractive tourist destinations, given its rich cultural diversity and exceptional natural assets, including pristine islands, rainforests and majestic mountains.

“Sabah has a unique combination of cultural richness and natural beauty that truly sets it apart. I hope this campaign will position the state more prominently in international tourism markets and showcase what we genuinely have to offer,” she said.

Eliza also called for a fair and inclusive share of government-led promotional efforts to be directed towards Sabah, ensuring the state benefits meaningfully from national tourism initiatives.

She added that increased tourist arrivals should help uplift livelihoods, particularly in rural and suburban communities, where many residents are directly involved in tourism-related activities.

“It is important that tourism growth benefits local communities, including operators of accommodations in rural areas such as homestays, lodges and small boutique properties, and creates sustainable economic opportunities for them,” she said.

Eliza further expressed hope that the anticipated rise in visitor numbers would generate positive spillover effects across the economy, benefiting all sectors and not only major industry players.

“We hope the increase in tourist arrivals will support businesses of all sizes, from hotels in urban centres to accommodations in rural areas, as well as restaurants and tourism-related enterprises across all categories,” she added.

She said tourism growth should prioritise quality over quantity, emphasising the need for meaningful travel experiences rather than simply increasing visitor numbers.

She also expressed hope that local tour operators and businesses would be able to benefit directly from tourist arrivals, with more value-added goods and services made available to visitors.

This, she said, would help raise income levels across all sectors of the economy and ensure that the benefits of tourism growth are shared more widely.