Sabah welcomes all to explore the extraordinary

BERLIN, GERMANY, 5 March 2026 - The Sabah Tourism Board yesterday launched a refreshed vision for the Malaysian state's future as a travel destination, placing sustainability and authentic experiences at the core of its strategy.

The board unveiled a new brand direction built around the idea that Sabah offers something genuinely different, namely nature, culture and adventure, delivered in a way that benefits local communities rather than working against them. The tagline driving this push is "Explore Sabah, North Borneo – Naturally Inspiring, Beyond Ordinary."

The timing is deliberate. Sabah is gearing up for its Visit Sabah Year 2027 campaign, and the board is clearly keen to build momentum well ahead of that milestone.

The destination's appeal rests on a combination of world-class natural attractions and a rich cultural offerings. Mount Kinabalu, the tallest peak in Malaysia, draws trekkers and outdoor enthusiasts, while the Danum Valley and the ancient rainforests of Borneo offer some of the most biodiverse landscapes on the planet. The Kinabatangan River Region received UNESCO Biosphere Reserve status in 2025, adding further weight to Sabah's credentials as a serious ecotourism destination.

More than 40 ethnic groups and sub-groups call Sabah home, and their traditions remain a living part of daily life rather than a performance put on for tourists. The Kaamatan Harvest Festival, held each May, offers visitors a genuine window into the customs of the Kadazandusun, Murut and Rungus communities. Tan Sri Datuk Seri Panglima Joseph Pairin Kitingan, Paramount Leader of the Kadazandusun community, extended a personal invitation via video message to travel trade visitors at ITB Berlin to attend next year's celebrations.

To make it easier for travel trade partners to sell Sabah, the board has introduced a range of Explore Sabah Signature Tour Packages. These curated itineraries cover wildlife encounters, birdwatching, island tours, trekking and community-based experiences, all designed to align with the destination's sustainability commitments while giving operators a commercially straightforward product to market.

A further boost to Sabah's accommodation offering is on the way, with Club Med Borneo due to open in the third quarter of 2026. Announced during the ITB Berlin events, the resort sits between rainforest and the tropical waters of Kuala Penyu, and is expected to attract a new wave of visitors looking for a more immersive Bornean experience.

Yesterday’s event also saw the launch of Sabah’s new destination logo, which represents all that it has to offer to visitors travelling to the Land Below the Wind.