Sabah Tourism Elevates Infrastructure, Forges Strategic Alliances Targeting Indian Market And Reinforces CAN Pillars Ahead Of VMY2026

Published on December 14, 2025

The state of Sabah is presently experiencing a significant intensification of its tourism initiatives, a strategic measure being undertaken in anticipation of the eagerly awaited Visit Malaysia Year 2026 (VMY2026). This comprehensive preparation is not merely an increase in marketing activity but represents a formalized, multi-faceted approach to bolster the region’s standing on the international tourism map. The Sabah Tourism Board (STB) has been entrusted with the execution of this crucial strategy, which is designed to capitalize on the expected surge in global travel interest directed toward the nation. These efforts are being meticulously aligned with the overarching national goals for VMY2026, ensuring that Sabah is positioned as an essential component of the Malaysian travel experience.

Strategic Deepening in the Indian Market

A particularly prominent aspect of the STB’s forward-looking strategy involves the substantial expansion of its presence within the India market. This targeted focus is justified by India’s demonstrable emergence as one of the fastest-growing source markets for Malaysian tourism, presenting a unique and timely opportunity for significant visitor growth. The inherent demographic and economic trends within India indicate a vast, untapped outbound potential, characterized by a rising affinity for experiential travel that encompasses nature, adventure, and cultural immersion. Recognizing these specific market preferences, the STB has made considerable efforts to formally position Sabah—a region distinguished by iconic destinations such as Kota Kinabalu, Sandakan, and Semporna—as a highly compelling and distinct choice for Indian travelers.

Formalized Collaborations with Industry Leaders

A significant milestone within this comprehensive tourism push has been achieved through the formalization of key Memoranda of Collaboration (MOC) with India’s leading and most influential travel enterprises. These pivotal agreements have been established with the industry giants Thomas Cook India & SOTC and EaseMyTrip, representing a landmark achievement in the STB’s persistent efforts to capture a greater share of the Indian leisure travel segment. Through these institutionalized partnerships, joint marketing initiatives are being launched, which are expected to drive extensive digital promotions and co-branded campaigns across various high-visibility platforms. The collaborations also involve the curation of specialized holiday packages and multi-destination itineraries that are tailored specifically to meet the diverse interests and budgetary requirements of Indian tourists, including niche segments like honeymooners and eco-tourism enthusiasts.

Thematic Resonance: Culture, Adventure, and Nature (CAN)

The promotional initiatives currently being deployed are meticulously aligned with the VMY2026 national brand message, which is anchored around the core pillars of Culture, Adventure, and Nature (CAN). Sabah’s profound natural heritage and rich cultural tapestry are perfectly suited to exemplify this tri-fold theme, allowing for authentic and memorable visitor experiences to be consistently promoted. The world-renowned natural assets, including the majestic Mount Kinabalu, the thriving marine ecosystems, and the globally significant rainforests, form the bedrock of the ‘Nature’ and ‘Adventure’ components of the campaign. The ‘Culture’ pillar is equally reinforced through the showcasing of Sabah’s diverse indigenous communities, their traditional practices, and historical sites, providing a deep, immersive experience into the heart of Borneo’s heritage.

Enhancing Connectivity and Market Reach

Accessibility to Sabah has been identified as a critical priority that requires continuous improvement in preparation for VMY2026. Efforts are being undertaken to enhance air connectivity, a move deemed essential for stimulating increased visitor arrivals. A notable success in this area has been the dedicated campaign promoting the newly introduced Chennai-Kota Kinabalu connectivity via Brunei. This routing is specifically designed to significantly ease travel for tourists originating from South India, a region of key strategic interest. This improved flight access is being promoted under the wider One Borneo initiative, a framework that encourages multi-destination itineraries and cross-regional cooperation between the involved tourism entities, including partners like Royal Brunei Airlines and Sarawak Tourism.

Prioritizing Operational Excellence and Visitor Safety

In the lead-up to VMY2026, the paramount importance of visitor safety and operational professionalism is being emphasized by the Sabah Tourism Board. A proactive stance is being taken to ensure that all front-line tourism personnel are adequately equipped to deliver world-class service. This commitment is evidenced by the support being provided for specialized training programs. For instance, the defensive driving course, an initiative organized by the Sabah Enhanced Travel Innovation Association (SETIA), is being supported to ensure that tour drivers and guides are expertly prepared for all potential road situations. This crucial training, which is conducted by the Sabah Skills and Technology Centre (SSTC), with instruction provided by trainers such as Jason Richard Rajah, is central to the objective of maintaining high safety standards.

Laying the Groundwork for Long-Term Growth

The ongoing initiatives are not short-term tactics but are integral components of a robust, long-term tourism development strategy. The focused approach in the Indian market, the strategic partnerships, the improvements in connectivity, and the commitment to safety all collectively demonstrate a deep-seated investment in the future of Sabah’s tourism landscape. The Chief Executive Officer of the Sabah Tourism Board, Julinus Jeffery Jimit, has communicated that the state is not merely participating in Visit Malaysia Year 2026 but is fully invested in ensuring its resounding success. The evolving range of products and experiences, from rainforest adventures and wildlife excursions to soft adventure and luxury escapes, reflects a dedicated commitment to catering to the increasingly sophisticated demands of the international traveler.