Kota Kinabalu: Sabah Tourism Board has unveiled a refined destination identity at the Internationale Tourismus-Börse Berlin (ITB Berlin), positioning Sabah as a world-class sustainable tourism destination under the brand message: “Explore Sabah, North Borneo – Naturally Inspiring, Beyond Ordinary.”
Held annually in Germany, ITB Berlin is one of the world’s largest travel trade exhibitions and a key platform for tourism authorities to engage international operators and media.
The rebranding, launched on March 4, reflects Sabah’s strategic push to attract high-value visitors while protecting the state’s natural and cultural assets and ensuring local communities directly benefit from tourism growth.
Sabah recorded 3.79 million visitor arrivals in 2025, including 1.5 million international tourists, marking an 18.5 per cent increase over the previous year. The European market stood out with 22.3 per cent growth, driven by strong demand from the United Kingdom, Ireland, Germany, France, Italy and Spain.
State Tourism, Culture and Environment Minister Datuk Jafry Ariffin described 2027 as a landmark year for the state in preparation for the Visit Sabah Year 2027 campaign. His speech was delivered by Sabah Tourism Board Chief Executive Officer Julinus Jeffery Jimit in Krefeld, Germany.
“Our refreshed identity reflects a commitment to connecting visitors with both extraordinary natural wonders and the genuine reality of our cultural heritage. Central to this vision is a sustainable model of tourism that ensures our local communities are active participants and direct beneficiaries of tourism growth,” said Jafry.
Sabah’s tourism offering is anchored on three pillars: Culture, Adventure, and Nature. Key natural attractions include Mount Kinabalu, wildlife-rich Danum Valley, the ancient lowland rainforests of Borneo, and the Kinabatangan River corridor, designated a Unesco Biosphere Reserve in 2025.
To bring the brand strategy to market, Sabah Tourism Board is introducing curated Explore Sabah Signature Tour Packages developed with Sabah-based operators.
These packages cover nature and wildlife experiences, biodiversity initiatives, community-based tourism, and outdoor activities including birdwatching, island tours and trekking.
Sabah’s cultural diversity, comprising over 40 ethnic groups and sub-groups, is also highlighted in the repositioning. The annual Kaamatan Harvest Festival in May offers visitors direct engagement with the traditions of the Kadazandusun, Murut, and Rungus communities.
Meanwhile, Huguan Siou Tan Sri Datuk Seri Panglima Joseph Pairin Kitingan, who is also President of the Kadazandusun Cultural Association (KDCA) Sabah, extended a personal invitation to ITB Berlin trade partners through a video presentation to attend this year’s celebrations.
In a further boost to the state’s tourism infrastructure, Club Med Borneo is confirmed to open in the last quarter of 2026. The resort, located amid rainforests and tropical seas in Kuala Penyu, was announced during the Sabah launch at ITB Berlin, with an advance sales booking window scheduled from March 24-28.
Singapore, Brunei Darussalam, China, South Korea, Jakarta, and Kuala Lumpur serve as the main transit hubs for European travellers bound for Sabah.
