Tourism Malaysia Sabah, in collaboration with the SabahTravel.com platform, has unveiled an ambitious “Explore Sabah” campaign designed to position Sabah and Labuan as standout destinations within Malaysia’s Visit Malaysia 2026 initiative.
Launched in Kota Kinabalu last month, the campaign features over 400 curated experiences, spanning everything from island-hopping adventures and world-class diving in Semporna, to wildlife safaris along the Kinabatangan River and treks up UNESCOlisted Mount Kinabalu.
Running up until February 2026, the campaign offers travellers attractive incentives, including up to 30 % off when booking through SabahTravel.com using promo code XPLORE5. The platform’s multioperator booking system allows users to seamlessly arrange multiple experiences in a single transaction with secure online payment, thereby enhancing convenience and encouraging deeper exploration of Sabah’s diverse landscapes.
Explore Sabah shines a spotlight not only on Sabah’s coastal attractions – such as Tunku Abdul Rahman Marine Park’s islands near Kota Kinabalu – but also promotes rainforest stays, cultural village tours, heritage excursions in Labuan and ecoresorts in hilltop and jungle settings. This integrated effort by Tourism Malaysia and SabahTravel.com aligns with national tourism goals, spotlighting Sabah as a compelling choice for both international and domestic travellers leading into Visit Malaysia 2026.
Sabah offers a wealth of natural and cultural attractions that make it one of Malaysia’s most compelling destinations. At its heart is Mount Kinabalu, the country’s highest peak, set within Kinabalu Park; a UNESCO World Heritage Site, which is famed for its extraordinary biodiversity and is especially popular with both casual hikers and summit climbers.
Off the coast, Tunku Abdul Rahman Marine Park provides easy access to island escapes just minutes from Kota Kinabalu, with snorkelling, diving and beachside leisure on offer across five idyllic islands. For wildlife lovers, the Kinabatangan River is a must-visit, with river safaris offering sightings of proboscis monkeys, orangutans and even Bornean pygmy elephants. Further inland, the Danum Valley Conservation Area showcases Sabah’s untouched rainforest ecosystems, which are perfect for trekking and nature watching.
Beyond nature, Sabah also invites travellers to immerse themselves in rich local culture. Mari Mari Cultural Village and Monsopiad Heritage Village offer interactive experiences that bring to life the customs of Sabah’s Indigenous communities, including the Kadazan-Dusun. Meanwhile, Sipadan Island, which is widely regarded as one of the world’s top dive sites, continues to draw underwater explorers with its coral walls and abundant marine life.
Lesser-known island gems like Lankayan, Kapalai and Mantanani round out Sabah’s offerings with tranquil beaches, turtle nesting grounds, and overwater resorts. Together, these attractions make Sabah a key pillar in Malaysia’s tourism strategy and a cornerstone of the “Explore Sabah” campaign.
