India Links With Malaysia As Sabah Sets Its Sights On India’s Growing Travel Market, Promoting Tourism Opportunities In Nature, Adventure, And Cultural Exploration For Visit Malaysia Year 2026

India links with Malaysia as Sabah Tourism Board intensifies its efforts to capture the growing Indian travel market ahead of Visit Malaysia Year (VMY) 2026. Recognizing India as one of the fastest-growing tourism markets, Sabah is strategically positioning itself as a prime destination for nature, adventure, and cultural tourism. With key partnerships formed with Thomas Cook India, SOTC, and EaseMyTrip, the Sabah Tourism Board aims to increase awareness, enhance engagement, and offer tailored travel experiences to Indian tourists, ultimately boosting Sabah’s visibility and making it a top choice for Indian travellers seeking diverse and immersive tourism experiences.

As Malaysia prepares for the highly anticipated Visit Malaysia Year (VMY) 2026, the Sabah Tourism Board (STB) has been ramping up its strategic efforts to capture the growing Indian travel market. In a concerted push to position Sabah as a leading destination for leisure, nature, and adventure tourism, the STB has entered into key partnerships with Thomas Cook India, SOTC, and EaseMyTrip. These partnerships mark a significant milestone in STB’s commitment to enhancing its visibility in India, with a robust campaign aimed at increasing awareness, driving traffic, and fostering direct engagement with Indian travellers.

A Strong Focus on India’s Potential

India has emerged as one of Malaysia’s fastest-growing tourism markets, and Sabah is poised to benefit from this surge in outbound travel. The country’s burgeoning middle class, growing interest in international travel, and affinity for adventure and nature tourism have made India a key focus for the Sabah Tourism Board as it seeks to attract a broader range of visitors to the region.

The STB’s India strategy is centered around tailored campaigns designed to cater to the evolving preferences of Indian travellers. This includes offering a diverse range of experiences—from eco-tourism and wildlife exploration to cultural immersions and luxurious escapes. With its natural beauty, rich culture, and outdoor adventure opportunities, Sabah is perfectly positioned to meet the demand for fresh, off-the-beaten-path destinations that Indian travellers are increasingly seeking.

Strategic Partnerships for Growth

To accelerate this growth, STB has formalised partnerships with major travel players in India, including Thomas Cook India, SOTC, and EaseMyTrip. These collaborations are set to result in a series of co-branded marketing campaigns and joint digital activations that will amplify Sabah’s appeal to Indian audiences. The partnerships are expected to include curated travel packages, promotional campaigns, and trade initiatives that highlight Sabah’s offerings, such as its tropical islands, pristine beaches, lush rainforests, and vibrant cultural heritage.

The involvement of Thomas Cook India and SOTC, two of India’s largest and most respected tour operators, ensures that Sabah’s offerings will be accessible to a wide range of Indian consumers, from adventure enthusiasts to luxury seekers. EaseMyTrip, a leading online travel agency in India, will help bolster Sabah’s online presence, ensuring that the destination remains top-of-mind for Indian travellers looking to book their next holiday.

Creative Campaigns Targeting Indian Audiences

In addition to the trade partnerships, the STB is leveraging digital platforms to build greater awareness of Sabah in India. Working with Blink Brand Solutions, the STB is executing a series of digital campaigns and influencer marketing initiatives aimed at reaching a younger, tech-savvy audience. These campaigns are aligned with the overarching theme of Visit Malaysia Year 2026—“Culture, Adventure, and Nature (CAN)”—and feature collaborations with popular Indian influencers, social media activations, and targeted content that showcases the unique attributes of Sabah as a destination.

Through these digital initiatives, the STB is hoping to increase engagement with potential Indian travellers, raising awareness of Sabah’s diverse tourism experiences and positioning it as a must-visit destination for 2026. Social media platforms like Instagram, Facebook, and YouTube will play a pivotal role in these campaigns, given the increasing number of Indian consumers who rely on social media for travel inspiration and planning.

Tailored Travel Packages and Themed Experiences

Understanding that Indian travellers have specific preferences and expectations, the STB has been curating themed travel experiences to cater to these desires. Whether it’s an eco-tourism retreat, a romantic honeymoon getaway, or a soft adventure holiday, the Board is working closely with local tour operators in Sabah to develop bespoke packages that appeal to different segments of the Indian market.

One of the standout offerings is Sabah’s focus on eco-tourism and wildlife experiences, which resonate well with Indian travellers looking for sustainable travel options. Wildlife discovery packages, including visits to Borneo’s renowned wildlife sanctuaries and marine parks, are expected to be particularly popular, tapping into the growing global trend of responsible tourism.

The STB is also facilitating greater involvement of Sabah-based tour operators in major Indian travel trade events, such as the India International Travel Mart (IITM) and the South Asia Travel and Tourism Exchange (SATTE). These events offer valuable networking opportunities, allowing Sabah’s tourism stakeholders to connect directly with Indian travel agents and tour operators. Through these B2B sessions, the STB aims to build lasting relationships that will enhance the destination’s visibility and drive more business to the region.

FAM Trips and B2B Engagement

To deepen Indian travel agents’ understanding of Sabah’s offerings, the STB is facilitating familiarisation (FAM) trips and B2B sessions. These trips allow Indian agents to experience Sabah firsthand, immersing themselves in the destination’s natural beauty, culture, and adventure offerings. By providing agents with a personal experience, the STB hopes to empower them to sell Sabah more effectively to their clients, curating unique itineraries that cater to the diverse tastes of Indian travellers.

Through these initiatives, the STB is also looking to expand its reach beyond the traditional Indian markets of New Delhi, Mumbai, and Chennai. Key cities in southern India, such as Bangalore, Hyderabad, and Kochi, are seeing a rise in outbound travel, and STB’s expanded focus on these areas will help secure a more diverse and sustained flow of visitors.

Boosting Connectivity to Sabah

A crucial component of the STB’s pre-Visit Malaysia Year 2026 agenda is improving connectivity between India and Sabah. Access to Sabah has long been a barrier for Indian travellers, and addressing this challenge remains a top priority for the tourism board. In September 2025, STB participated in the One Borneo Roadshow in South India, promoting the new Chennai–Kota Kinabalu route operated by Royal Brunei Airlines. This new flight, which connects South Indian travellers with Sabah via Brunei, significantly enhances access to the region, opening up new travel options for tourists looking to explore both Sabah and Brunei.

The “One Borneo” initiative, which encourages multi-destination travel across Malaysia and Borneo, will be a key selling point for the STB as it seeks to create more seamless travel experiences for Indian tourists. By promoting Sabah as part of a larger Borneo and Malaysia experience, the STB hopes to attract travellers who are looking to explore more of the region in a single trip.

A Bright Future for Sabah’s Tourism

As the countdown to Visit Malaysia Year 2026 begins, Sabah is well-positioned to become one of Malaysia’s leading tourist destinations for Indian travellers. With a strategic focus on partnerships, digital campaigns, tailored travel offerings, and enhanced connectivity, STB is ensuring that the region is ready to welcome a surge of Indian visitors in the coming years. By offering a diverse range of experiences that appeal to the interests and needs of Indian travellers, Sabah is poised to capitalize on the growing demand for nature, adventure, and cultural tourism in India.

India links with Malaysia as Sabah Tourism Board strengthens its focus on the Indian market, aiming to position Sabah as a top destination for nature, adventure, and cultural tourism ahead of Visit Malaysia Year 2026. This strategic push is driven by India’s growing interest in unique travel experiences, making it a key market for Sabah’s tourism expansion.

Through sustained efforts and collaborations, Sabah is on track to become a key player in Malaysia’s tourism landscape, providing Indian travellers with unforgettable experiences that blend natural beauty, rich culture, and unparalleled adventure. As Malaysia sets its sights on VMY2026, Sabah’s increased visibility and engagement in the Indian market will undoubtedly play a pivotal role in the nation’s tourism success.