In a bid to enhance Sabah’s visibility in Vietnam, Malaysian tourism officials conducted the Sabah Tourism Destination & B2B Forum in Ho Chi Minh City on January 12.
The event was organized jointly by the Sabah Tourism Board, the Malaysian office in Ho Chi Minh City, and the Sabah Enhanced Travel Innovation Association, facilitating direct connections between Sabah’s tourism businesses and Vietnamese travel partners.
The forum attracted 21 delegates from 18 tourism firms in Sabah, engaging in B2B sessions with partners in Vietnam, thereby enabling the development of new travel packages and promotional collaborations to increase visitor numbers from Vietnam to Sabah.
Amirah Nadiah Mazlan, the Director of Tourism Malaysia in Vietnam, remarked, “Through today’s networking session, Malaysia aims to expand collaboration with the Vietnamese market and position Sabah as an increasingly familiar destination for Vietnamese travelers. With its strength in nature, authentic local experiences, and a strong commitment to sustainable tourism development, Sabah is ready to work closely with Vietnamese partners to create strategic tourism products that meet modern travelers’ needs.”
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Improved air connectivity remains critical for tourism growth. AirAsia operates direct flights to Kota Kinabalu from Ho Chi Minh City in just over two hours, making Sabah more accessible for Vietnamese travelers and enabling tourism businesses to offer flexible travel products.
Julinus Jeffry Jimit of the Sabah Tourism Board noted, “Vietnam is recognized as one of Sabah’s most promising emerging markets. By fostering direct connections among industry players, we aim to expand our partnership network and build sustainable collaborations with Vietnamese tourism partners.”
The Sabah Tourism Board also provided details regarding preparations for Visit Sabah Year 2027, promoting the theme ‘Explore Sabah: Naturally Inspiring, Beyond Ordinary’, which focuses on enhancing Sabah’s reputation as a leader in nature tourism, adventure travel, and indigenous cultural experiences, complementing the broader goals of Visit Malaysia 2026.
Sabah is poised to become a strategic partner for Vietnamese tourism enterprises, offering unique experiences for visitors in the years ahead. The Board also reaffirmed its dedication to sustainable tourism, balancing economic growth, environmental conservation, and social well-being, with community-based tourism remaining a vital component of this strategy.
