HO CHI MINH CITY: The Sabah Tourism Board (STB) hosted a Sabah Seminar and B2B Session at the Sheraton Saigon Grand Opera Hotel on Jan 12.
In collaboration with the Sabah Enhanced Travel Innovation Association (Setia) and Tourism Malaysia, the event served as a networking platform for 20 delegates from Sabah, including 16 specialised travel agents, to engage in “tabletop” business discussions with Ho Chi Minh City’s leading travel trade partners.
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Some 65 buyers representing local Vietnamese agents attended the event, signifying a positive interest in marketing Sabah to Vietnamese travellers.
The mission also highlights AirAsia’s direct flights from Ho Chi Minh City to Kota Kinabalu, leveraging seamless connectivity to shorten travel time to just over two hours.
“Vietnam is a key emerging market for us. By engaging our industry players, we are committed to broadening our network and building long-term partnerships with Vietnamese trade partners.”
“This targeted initiative aims to unlock new growth opportunities and foster high-value partnerships between Sabah’s travel experts and Vietnam’s rapidly expanding outbound tourism market,” said Julinus Jeffery Jimit, Chief Executive Officer of Sabah Tourism Board.
As Malaysia welcomes Visit Malaysia Year 2026, Sabah is already planning ahead for its milestone, the Visit Sabah Year 2027. Under the new branding, “Explore Sabah – Naturally Inspiring, Beyond Ordinary”, the state is positioning itself as a premier global destination for culture, adventure and nature.
With the recent introduction of 10 World’s Best in Sabah, Sabah continues to anchor its appeal in world-class nature and adventure, offering the iconic Mount Kinabalu climb as a top-tier bucket-list experience for Vietnamese adventure seekers. Malaysia’s other top 5 highest peaks in Sabah, ought to be recognised.
Beyond the mountains, diving remains a significant attraction, drawing divers to explore the underwater biodiversity of the waters surrounding the Semporna Islands and the Tunku Abdul Rahman Marine Park, located near the capital.
The iconic wildlife of Borneo, such as orangutans, Bornean elephants, and sun bears, attracts visitors’ attention. Complementing these thrills is Sabah’s rich cultural tapestry, with over 30 ethnic groups shaping the narratives of Borneo’s traditions.
The Sabah Tourism Board remains committed to sustainable tourism development, ensuring growth is inclusive and responsible. STB reaffirms its support for community-based tourism (CoBT) operators as a pillar of inclusive development.
Five Sabah CoBT operators have recently received national-level recognition under the ASEAN Tourism Standard, setting a benchmark for the other CoBT operators in the region.
With its blend of natural appeal, adventure and cultural experiences, Sabah stands ready to welcome Vietnamese travellers seeking a unique journey in Borneo.
