Tourism Malaysia is boosting Sabah’s tourism through a major digital campaign, promoting over 400 experiences with discounts via SabahTravel.com. Fueled by a 21% rise in international visitors—led by China, Thailand, and India—this initiative highlights Sabah’s eco-adventures, cultural tours, and Labuan’s heritage. Paired with Visit Malaysia 2026 promotions, the campaign strengthens Sabah’s global appeal and supports Malaysia’s goal of reaching 43 million tourist arrivals this year.