In anticipation of Visit Malaysia Year 2026 (VMY2026), the Sabah Tourism Board (STB) is intensifying its efforts to establish a robust presence in the rapidly growing Indian travel market. India, with its expanding outbound tourism sector, is becoming an increasingly crucial source of visitors for Malaysia, particularly for destinations like Sabah. With its pristine landscapes, rich cultural heritage, and adventure-filled experiences, Sabah is emerging as a top choice for Indian travelers seeking unique holiday experiences.
As part of its strategy to strengthen ties with the Indian market, STB has entered into key Memoranda of Collaboration (MOC) with leading travel companies Thomas Cook India & SOTC, and EaseMyTrip. These partnerships are designed to bring together marketing initiatives, customized holiday packages, and joint campaigns aimed at enhancing Sabah’s appeal. Through digital promotions, travel trade engagement, and curated travel offers, STB is working to attract Indian tourists who are increasingly interested in nature, adventure, and cultural tourism.
STB’s collaboration with major Indian travel giants marks a significant step toward expanding the tourism footprint of Sabah beyond Malaysia’s well-known tourist hubs. This partnership will fuel joint marketing efforts, with the goal of reaching Indian travelers through targeted campaigns across various platforms. These promotions will highlight Sabah’s unique offerings in culture, adventure, and nature (CAN), aligning perfectly with the VMY2026 campaign.
Understanding the evolving preferences of the Indian traveler, STB is curating a variety of travel experiences. From luxury escapes and eco-tourism to wildlife adventures and soft adventure tourism, there is something for every type of traveler. Whether it’s a honeymoon in Sabah’s pristine beaches or a wildlife safari in Borneo’s lush rainforests, the region offers diverse and tailor-made experiences that appeal to Indian tourists looking for new and authentic destinations.
Moreover, STB has collaborated with Blink Brand Solutions to ensure that its digital marketing campaigns are engaging and effective. These digital initiatives, including influencer partnerships, social media promotions, and travel agent engagements, are helping raise awareness and increase interest in Sabah as a desirable destination. The campaigns are strategically designed to boost visibility and inspire travelers to choose Sabah as their next holiday destination.
In addition to digital promotions, STB is facilitating hands-on exposure through familiarization (FAM) trips and B2B sessions. These initiatives aim to provide Indian travel agents with firsthand experience of Sabah’s offerings, ensuring they are equipped with the knowledge to sell the destination effectively. By allowing agents to experience Sabah’s unique culture and landscapes, STB is ensuring that the destination becomes a key option for travel packages sold across India.
STB is also leveraging its relationships with Indian media, influencers, and tour operators to build trust and bolster its presence. By inviting these stakeholders on FAM trips and involving them in roadshows, STB is able to provide more in-depth information and foster a greater understanding of the destination. This will ultimately lead to more informed decision-making and higher conversion rates when it comes to booking tours to Sabah.
Another priority for STB is enhancing accessibility for Indian travelers. In collaboration with Royal Brunei Airlines, Brunei Tourism, and Sarawak Tourism, STB participated in the One Borneo Roadshow in September 2025, covering key cities in South India, including Chennai, Madurai, and Salem. The roadshow promoted the newly launched Chennai-Kota Kinabalu flight route via Brunei, making travel easier for South Indian tourists. This new connectivity is expected to drive more traffic to Sabah by offering travelers a seamless connection from India, as well as the opportunity to explore multiple destinations in one trip under the “One Borneo” initiative.
In addition to the One Borneo campaign, STB continues to work closely with Tourism Malaysia offices across India, in New Delhi, Mumbai, and Chennai, to facilitate collaborations such as roadshows and trade outreach programs. These activities aim to further engage the Indian travel trade and media, enhancing product knowledge and generating excitement for Sabah as a travel destination.
The joint marketing initiatives, digital promotions, and trade collaborations are all part of STB’s long-term strategy to make Sabah a premier travel destination for Indian tourists by 2026. As India continues to be one of the fastest-growing outbound markets globally, STB’s efforts to capture this market are essential for positioning Sabah as a top choice for travelers seeking culture, adventure, and nature.
Malaysia Tourism Board is enhancing Sabah’s presence in India ahead of Visit Malaysia Year 2026, capitalizing on India’s growing outbound travel market. This strategic push aims to position Sabah as a top destination, offering unique cultural, adventure, and nature experiences for Indian tourists.
STB’s strategic partnerships and marketing initiatives are setting the stage for a successful VMY2026. By focusing on targeted campaigns, trade engagement, and accessibility, Sabah is well on its way to becoming one of the most sought-after destinations for Indian travelers. With its diverse offerings and strong promotional efforts, Sabah is poised to become a leading player in the Indian outbound tourism market, making 2026 a landmark year for the region.
Tags: Sabah India, Malaysia Tourism Board, Visit Malaysia Year 2026 (VMY2026)
