Malaysia promotes Sabah, expands tourism cooperation with Việt Nam

Malaysia promotes Sabah, expands tourism cooperation with Việt Nam

Malaysia is stepping up efforts to promote Sabah as an attractive destination for Vietnamese travellers, while seeking to expand tourism cooperation between the two markets.

Tourism representatives from Sabah, Malaysia and Việt Nam attend the Sabah Tourism Destination & B2B Session held in HCM City on January 12, aimed at strengthening tourism cooperation between the two markets. — Photo courtesy of the organisers

The Sabah Tourism Destination & B2B Session was held in HCM City on January 12, bringing together 18 travel operators from Sabah, representatives of Tourism Malaysia in Việt Nam and 65 Vietnamese tourism partners.

The event was jointly organised by the Sabah Tourism Board (STB), Tourism Malaysia in Việt Nam and the Sabah Enhanced Innovation and Tourism Development Association (SETIA).

The programme provided a direct networking platform for industry players through business-matching sessions, aiming to foster new partnerships and strengthen tourism connectivity between Sabah and Việt Nam.

Speaking at the event, Amirah Nadiah Mazlan, director of Tourism Malaysia in Việt Nam, said Malaysia hopes to position Sabah as an increasingly familiar destination for Vietnamese travellers.

“With its strengths in nature-based tourism, authentic local experiences and a strong commitment to sustainability, Sabah is well positioned to work closely with Vietnamese partners to develop suitable and long-term tourism products,” she said.

Air connectivity continues to play a key role in supporting cooperation. AirAsia is currently operating direct flights from HCM City to Kota Kinabalu, with a flight time of just over two hours, facilitating short-haul and flexible travel for visitors and tourism businesses in both markets.

Julinus Jeffry Jimit, chief executive officer of the Sabah Tourism Board, described Việt Nam as one of Sabah’s most promising emerging outbound markets.

“By fostering direct connections among industry players, we aim to expand our partnership network and build sustainable, long-term collaborations with Vietnamese tourism partners,” he said.

At the event, the Sabah Tourism Board updated partners on preparations for Visit Sabah Year 2027, positioning Sabah as a leading destination for nature, adventure and indigenous cultural tourism, in support of Visit Malaysia 2026.

Sabah was highlighted as a strategic partner for Vietnamese travel businesses, thanks to its diverse landscapes, rich biodiversity and strong commitment to sustainable, community-based tourism, with five operators recently recognised under ASEAN standards.

Under Visit Malaysia 2026, Malaysia targets 43 million international visitors through a year-long programme themed “Surreal Experiences”, while strengthening bilateral ties with Việt Nam and promoting sustainable tourism aligned with United Nations Sustainable Development Goals.

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