Tourism Malaysia launches ‘Explore Sabah' campaign
Published on: Fri, Jun 27, 2025
By: Wu Vui Tek Text Size: Haryanty (fourth from left) with tourism stakeholders launching the 'Explore Sabah' promotional campaign. Kota Kinabalu: Tourism Malaysia Sabah is leveraging on digital marketing to further boost the strong recovery of the tourism sector. Its Director Haryanty Abu Bakar said they are embracing digitalisation and innovative marketing strategies in advancing the goals of Visit Malaysia 2026. 'We are confident in driving greater visibility for Sabah and Labuan through an e-commerce travel platform,' she said at the launch of 'Explore Sabah' promotional campaign here. The campaign, aimed at positioning Sabah as a premier travel destination in Malaysia, will be carried out in partnership with SabahTravel.com, to promote over 400 curated travel experiences across the State to both domestic and international markets. Tourism Malaysia Sabah Marketing Director Poh Khay Inn said this collaboration underscores its commitment to connecting Sabah and Labuan with global travellers through instant bookings and engaging digital content. 'We are proud to work alongside Tourism Malaysia to showcase Sabah's lush rainforests, rich heritage and captivating travel experiences,' she said. Highlights include island hopping and diving in Semporna, wildlife and river safaris in Kinabatangan, the Mount Kinabalu expedition, cultural village and heritage tours, as well as eco-retreats such as hilltop resorts and rainforest escapes. Additionally, the campaign extends to Labuan, promoting activities such as sunset cruises and yacht charters, beachside retreats and snorkelling spots, WWII historical trails and memorial tours, and cultural attractions 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 online platform using the promo code XPLORE5. From January to April 2025, Malaysia recorded 13.4 million international visitor arrivals, marking a 21 per cent increase compared to the same period in 2024. China has emerged as the third largest source market, followed by Singapore and Indonesia, and ahead of Thailand and India. With 1.4 million Chinese visitors recorded in the first four months of 2025 (a 37.8 per cent increase from the previous year), Malaysia is progressing well towards achieving its target of 43 million international visitor arrivals and generating RM283.8 billion in tourism receipts by the end of the year. Tourism Malaysia is also distributing official Visit Malaysia 2026 promotional vehicle stickers to licensed tour operators across Sabah. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available.
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