By WU VUIDE
KOTA BHARU: Building on the success of the “Bah, Mari Pigi Sabah & Labuan Roadshow 2023,” Tourism Malaysia has ramped up its domestic promotional efforts with the launch of the Sabah & Labuan Meet East Coast Roadshow 2025.
This year’s roadshow, organised in collaboration with the Sabah Tourism Board and Labuan Corporation, specifically targets travel trade partners in Kelantan and Pahang, aiming to strengthen ties and boost travel from the East Coast of Peninsular Malaysia to Sabah and Labuan.
Taking place in Kota Bharu and Kuantan on 21 and 23 September 2025, respectively, a delegation of 15 industry players from Sabah and Labuan – comprising travel agencies, tour operators, tourism associations, and a hotelier – will engage with their East Coast counterparts to explore new collaborations and partnerships during business-to-business (B2B) sessions.
Beyond networking, the programme will feature two inspirational speakers offering comprehensive insights into the unique attractions and experiences of Sabah and Labuan, inviting visitors to discover their diverse landscapes and rich cultural heritage.
With the support of the Kelantan and Pahang state governments, more than 100 buyers from the East Coast are expected to attend the programme.
The Sabah and Labuan delegates will also embark on an experiential tour of tourism products while travelling through Kelantan, Terengganu, and Pahang.
Tourism Malaysia Sabah Director Haryanty Abu Bakar emphasised the strategic importance of the roadshow ahead of Visit Malaysia 2026 (VM2026).
“We are excited to adopt a more aggressive approach to diversify tourism package offerings and enhance promotional activities across all states to boost interstate travel.
“Accessibility from Sabah to the East Coast of Peninsular Malaysia is currently supported by AirAsia flights three times a week.
“With increased network collaboration and growing two-way domestic tourism demand, we hope this will encourage other airlines to expand into this vital sector.”
According to the latest data released by the Sabah Tourism Board, Sabah welcomed 2,119,813 visitor arrivals from January to July 2025, representing a 20.3 per cent increase compared to the same period in 2024.
Of the total, international visitor arrivals accounted for 854,648, while domestic arrivals totalled 1,265,165.
