Sabah Tourism Targets Indian Market Ahead of Visit Malaysia 2026

Sabah Tourism Board is strengthening its presence in India ahead of Visit Malaysia Year 2026. The Malaysian state has signed memoranda of collaboration with Indian travel companies Thomas Cook India, SOTC and EaseMyTrip to develop tailored packages and marketing campaigns.

The partnerships will include joint promotions, curated holiday packages and travel trade engagements. The board is also working with Tourism Malaysia offices in New Delhi, Mumbai and Chennai on familiarisation trips and roadshows.

Julianus Jeffery Jimit, Chief Executive Officer of Sabah Tourism Board, said: "Sabah, where nature meets adventure, is not just participating in Visit Malaysia Year 2026, we are fully invested in making it a resounding success. Our focused approach in India, strategic partnerships, improved connectivity, and product innovation demonstrate our commitment to showcasing Sabah as one of Malaysia's most diverse and enriching destinations."

Connectivity improvements include new flights between Chennai and Kota Kinabalu via Brunei, promoted through a recent "One Borneo" roadshow in South India. The board is highlighting Sabah's culture, adventure and nature offerings to Indian travellers seeking honeymoon, eco-tourism and wildlife experiences.

The initiatives target India's growing outbound travel market, positioning Sabah as an alternative to Malaysia's traditional tourist destinations. The campaign includes digital advertising, influencer collaborations and travel agent engagements across key Indian cities.

Visit Malaysia Year 2026 aims to boost international visitor numbers to Malaysia, with Sabah focusing on its unique natural attractions and improved accessibility from Indian markets.