Tourism Malaysia (TM) Sabah is ramping up its digital marketing efforts to strengthen the state’s tourism recovery ahead of Visit Malaysia 2026.
State Director Haryanty Abu Bakar said they are adopting digital and innovative strategies to increase visibility for Sabah and Labuan.
“We are confident that an e-commerce travel platform will enhance awareness and access,” she said during the launch of the “Explore Sabah” campaign.
The campaign, in partnership with SabahTravel.com, promotes over 400 curated travel experiences across the state.
It targets both domestic and international travellers and aims to position Sabah as one of Malaysia’s top destinations.
SabahTravel.com Marketing Director Poh Khay Inn said the collaboration reflects a shared goal to connect Sabah and Labuan with global travellers through instant bookings and engaging digital content.
Sabah’s lush rainforest, cultural heritage and unique experiences are among the highlight.
The campaign features popular attractions such as island hopping and diving in Semporna, wildlife and river safaris in Kinabatangan, Mount Kinabalu expeditions, cultural village tours, and eco-retreats in rainforest and hilltop resorts.
Labuan is also included, with activities such as sunset cruises, yacht charters, beachside retreats, WWII historical trails, and visits to cultural sites like the Labuan Museum and Chimney Tower.
Running from April 2025 to February 2026, the campaign offers up to 30 per cent discounts for bookings made through the platform using the promo code XPLORE5.
From January to April 2025, Malaysia recorded 13.4 million international arrivals, a 21 per cent increase from the same period last year.
China has emerged as the third largest source market after Singapore and Indonesia, surpassing Thailand and India.
With 1.4 million Chinese visitors recorded in the first four months of 2025 with a 37.8 per cent rise, the country is on track to hit its target of 43 million international visitors and RM283.8 billion in tourism receipts by year-end.
Tourism Malaysia is also distributing Visit Malaysia 2026 promotional vehicle stickers to licensed tour operators in Sabah.
