The Sabah Tourism Board, based in Sabah, Malaysia, has partnered with Vietnam’s travel trade to strengthen tourism growth through improved connectivity and cultural exchange. The collaboration was highlighted at a tourism seminar and B2B session held in Ho Chi Minh City, following the launch of direct AirAsia flights to Kota Kinabalu. Officials say the initiative will increase Vietnamese arrivals, promote cultural tourism, and position Sabah as a leading nature and adventure destination in Southeast Asia.