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Tourism Malaysia ramped up its domestic promotional efforts with the launch of the Sabah & Labuan Meet East Coast Roadshow 2025.
This year’s roadshow, organised in collaboration with Sabah Tourism Board and Labuan Corporation, specifically targets travel trade partners in Kelantan and Pahang, sought to strengthen ties and boost travel from the East Coast of Peninsular Malaysia to Sabah and Labuan.
Tourism Malaysia Sabah director Haryanty Abu Bakar declared: “In conjunction with Visit Malaysia 2026 (VM2026), we are excited to adopt a more aggressive approach to diversify tourism package offerings and enhance promotional activities across all states to boost interstate travel. Accessibility from Sabah to the East Coast of Peninsular Malaysia is currently supported by AirAsia flights three times a week. With the increased network collaboration and growing two-way domestic tourism demand, we hope this will encourage other airlines to expand into this vital sector.”
According to the latest data released by the Sabah Tourism Board, Sabah welcomed 2,119,813 visitor arrivals from January to July 2025, representing a 20.3 percent increase compared to the same period in 2024.
Of the total figure, international visitor arrivals accounted for 854,648, while domestic arrivals totalled 1,265,165.
An event for sharing relevant insights
Held in Kota Bharu and Kuantan on 21st and 23rd September respectively, a delegation of 15 industry players from Sabah and Labuan engaged with their East Coast counterparts, exploring new collaborations and partnerships during business-to-business (B2B) sessions.
Participants included representatives from travel agencies, tour operators, tourism associations, and the hospitality sector.
Beyond networking, the programme also featured two inspirational speakers offering comprehensive insights into the unique attractions and experiences of Sabah and Labuan, inviting visitors to discover their diverse landscapes and rich cultural heritage.
Thanks to the support of the Kelantan and Pahang state governments, over 100 buyers from the East Coast were in attendance at both runs of the roadshow.
Sabah and Labuan delegates also took part in an experiential tour of tourism products while travelling through Kelantan, Terengganu, and Pahang.
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Source: traveldailymedia